Rent the Runway

At the fashion rental company Rent the Runway, our goal was to transform the way people thought about clothing ownership and design a more sustainable, accessible and convenient way to get dressed for women everywhere. As the subscription product marketing lead, I was responsible for understanding our customer, translating their needs to our product team, and taking subscription products and features to market. Some highlights during my time at RTR:

Product Innovation & Strategy: I led the go-to-market strategy for the launch of RTR Update and set consumer vision, positioning, comms strategy, training and launch plan for the new product. We achieved 4,500 members within 2 months of launch.

Research & Insights: I transformed the consumer research discipline at RTR. I created new processes around insight gathering and developed the Subscriber Personas which were used across the org to guide prioritization and strategy.

Retail Experience Design: I crafted the vision for a reimagined retail store including the consumer experience blueprint and messaging strategy around these changes.

Acquisition Marketing: I led a cross functional team of designers, marketers and operators to bring the “2018 Closet Cleanse” campaign to life. The campaign surpassed subscription goals by ~13%. During my tenure at RTR we tripled the subscriber base.