Brand / GOAT
GOAT
Rebuilding the first 30 days, and moving sales from discounts to storytelling, for a global sneaker and apparel marketplace.
Role
Senior Project Manager, Marcom, GOAT Group
Timeline
Sep 2023 to Sep 2026
Partners
Product marketing, merchandising, design, CRM, product
Scope
Lifecycle onboarding, sales and promotions, AI workflows
01
At a glance
40%+
of annual revenue driven by 2023 to 2025 holiday, sales and promotional initiatives
2.5 months
to rebuild onboarding and lifecycle email
30 days
of onboarding for every new account
Email is arguably GOAT's highest GMV driving marketing channel, so the first emails had to earn trust.
02
Approach
Build trust early: credibility and access first, then convenience and value.
Onboarding, 2024Gutted and rebuilt onboarding and lifecycle comms. Each email covers one touchpoint, helping new users understand what sets GOAT apart and discover new items.
Cross-teamDefined the brief, led the kickoff and ran reviews across product marketing, merchandising, design, CRM and product.
Both sidesTied in D2C and alias, the seller side app.
Summer SaleUsed AI tools and iterative learnings to adjust the timeframe. With merchandising, business development and content, moved from sale forward to storytelling, raw TikTok content and segmented lifecycle comms.
TestingA/B tested creative, subject lines and previews to lift opens and clicks.
AI workflowsBuilt AI powered workflows for briefs, roadmaps and operations, cutting redundant meetings by 30%.
03
Impact
A two and a half month project with company wide reach.
Templates, everywhereRolled out across every other lifecycle franchise, promotional and campaign email.
Faster productionBuilding a single email once took one to three hours or more. Now it leans on product data feed images, freeing designers for more turnkey assets.
Better performanceHigher click through from the new design, and higher open rates from segmented subject lines and previews.
04
The work
Onboarding emails
The 30 day journey, from credibility and access to convenience and value.