Challenge: introduce a breakthrough competitor to Gillette’s dominance of higher-end men’s razor market on a limited budget to demonstrate brand and product relevance.


  • Develop an introductory email strategy and multiple supporting campaigns:
  • Focused on both brand’s core message (Defy) to connect with the Gillette-weary and highlight key features demonstrating superior performance.
  • Built and executed all flows including welcome, series, abandon cart, win back series, reviews, etc.
  • Built dynamic email capture systems to organically grow the list
  • Setup CX platforms internally and with 3PL partners and designed training manual for seamless ability to scale
  • Averaged over 20% open rates, 3% conversion demonstrating brand/product relevance (average conversion rates range between 1% and 1.5%)