Case Study: C4 Belts

  E-commerce
  Creative Direction
  Conversion Optimization
  Brand Partnerships
   Go-to-Market

E-commerce ✦ DTC

Creative Director (2016-2017)

Served as head of brand and digital growth strategy for C4 Belts — directing e-commerce re-platforming, campaign strategy, product launches, and team building. Recruited key marketing talent, established scalable creative processes, and earned recognition from Adobe and Magento for e-commerce innovation.

End-to-end launch execution across 100+ products — creative, production, ads, and publishing

140% organic traffic growth and 11% on-site conversion rate (+33% YoY)

+15% AOV via Magento 2/AWS re-platform

Adobe Experience Cloud case study recognition for social media innovation

Led Ogilvy brand collaboration., concept to production, driving 2M+ view

Martech Stack

Digital Growth & Brand Partnerships

PGA Tour Earned Media

Landing C4 Belts on the PGA Tour generated national earned media and inbound co-brand demand, expanding brand reach and opening enterprise partnership conversations with national retailers.
Instagram-to-Checkout Conversion

An early Instagram-to-checkout integration cut click-path friction from social to purchase. Adobe recognized the approach as an Experience Cloud case study, crediting it with lifting conversion and brand credibility.
T-Mobile B2B Wholesale Program

Positioned C4 as enterprise-ready with a T-Mobile co-brand program, opening a high-volume B2B wholesale channel and proving the brand's scalability with national retail partners
Co-brand Capsule & Retail Expansion

A co-branded capsule with a complementary apparel brand expanded retail placement, drove bundle purchases, and created new DTC demand across both audiences.
Mountain Dew Enterprise Partnership

A Mountain Dew co-brand wholesale program met enterprise standards, strengthened C4's credibility with national retail buyers, and expanded the B2B pipeline.
Equestrian Category Penetration

A targeted co-branded capsule with an equestrian brand sharpened product-market fit and drove DTC demand, deepening C4's position as the leading belt brand for female equestrians in the US.
First-in-Category Belt Configurator

Launching the category's first online belt configurator differentiated C4 from every competitor. The Magento 2 self-serve tool lifted DTC conversion and created a turnkey co-branding path for enterprise buyers.
Top-Selling Product Launch

This product launch became an instant top seller, contributing to a 15% lift in average order value through strategic pricing, bundling, and merchandising.
16-month Audience Growth

Over 16 months, monthly site visitors and social followers doubled, from 30K to 70K and from 35K to 71K respectively. Sustained demand growth driven by compounding campaign and content investment. Email exploded too; A/B tested subject lines, creative, and CTAs to achieve 22.8% email open rate vs. 16.75% industry average
Phish Fan Community Drop

A capsule drop tied to the band's iconic Fishman pattern tapped the Phish fan community, expanded DTC reach into music fandoms, and demonstrated C4's ability to move quickly on cultural moments.