27 Miles Malibu: brand, product, growth
A site and brand redesign that lifted sessions 217% and cut bounce 30%, a men’s line taken from CADs to launch, and a year of campaigns across Meta, email and SEM. I was Director of Marketing and Product for 27 Miles Malibu, a luxury knitwear brand, in 2023 and 2024, running a team of designers, photographers and content managers.
Own brand, product and paid media for a growth-stage ecommerce label: rebuild the site and the brand standard, launch the men’s line, and make the paid and owned channels pay for themselves.
Welcome
Inspired by 27 Miles of Scenic Beauty. Grounded in the rocks of first-point and lost in the winding trails of the Santa Monica Mountains. We wine and dine in local restuarants, and when we travel, we carry this with us in our soul, material and immaterial.
A garment, inspired by our favorite place in the world. A place we want to share with everyone and keep a secret at the same time. Malibu, 27 Miles of scenic beauty.
34.0259 N°, 118.7798 W°
Esoteric in nature, the coordinates reflect the iconic 27 Miles of Scenic Beauty that our brand is rooted in. 27 Miles acknowledges the original inorporated city limits length of the Malibu coast spanning from Tuna Canyon on the southeast to Point Mugu in Ventura County on the northwest. Often referred to as “Bu” or “The Bu” by locals, Malibu is steeped ripe with history dating back to the pre-colonized Chumash Indians. Malibu is a way of living, a way of being. A playground preserved, and no geographical place is closer to our heart. We use these coordinates for graphical representation when appropriate.
Some sample pages from the 27MM Brand Guideline deck I designed and wrote copy for with approval from key stakeholders including CEO and President.
Collection concept and product design through CADs, then the launch itself: location, styling, production direction and the marketing content. The carousel above is the CAD set the factory worked from.
Leveraging editorial and e-commerce photography from multiple Men’s Line collection shoots, I designed assets in alignment with the digital marketing launch strategy, encompassing Email, SEM, Paid and Organic SMM, and Affiliate Marketing.
Email, paid social, SEM and site assets for the men’s launch, built from the collection shoots and sequenced to the launch calendar.
Desert bohemian against the line’s bolder fall pieces. I art directed the shoot and ran post-production, including frequency separation for skin tones and dodge and burn for depth, then cut the imagery for the lookbook, the site and paid social.
Art direction for the spring shoot: concept, styling, talent and post-production. The brief was to position 27 Miles as the cashmere brand of choice, so the imagery leans on daylight, texture and Malibu locations rather than studio sets.
Examples of content designed for 27 Miles Malibu with an emphasis on editorial photography and post shoot editing in LR, PS, and Capture One.
Across repeated A/B rounds scored on cost per acquisition and return on ad spend, the carousel format below kept winning on cost per conversion, so it became the default unit for new drops.
Utilizing Google Lighthouse and Chrome Dev Tools, our FCP was averaging 23 due to duplicating scripts and dead extensions and plug-ins. Through a new theme installation and Ecom builder, we increased that score to an 82 in just one month while drastically improving the UI/UX of the site. With a rebuilt mega menu navigation, dynamic Social Proof reviews and UGC content, video hero image content, subnavigation’s to keep shoppers moving through pages, and targeted landing pages, every site KPI has improved measurably.
List hygiene, A/B testing sign up forms, implementation of a dedicated sending domain, have doubled core list sizes and improved email deliverability (68.7%) and CTR (58.7%) ultimately growing email revenue by 127.2%. Moreover, this increased online sales 91% during an overall sluggish year for consumer goods spending and exceeded aggressive Growth Marketing goals.
Website traffic from my flow architectures and campaigns in a 9 month period.
With a 58.7% increase in CTR and 23% lower CPCon.
Meaningful website traffic in sessions from our social content strategy
Sales from META advertising from A/B testing creative and funnel and audience refinement.