GFLN: Brand and Product Development

I launched GFLN with another co-founder for Texts From Last Night, an online media platform with an 8M+ audience in 2014. Together, we developed the brand (including voice, look, feel and logo), the initial product line of tees, the fulfillment lines and their sourcing habits from top to bottom. In 2015, I became the sole manager of the e-commerce company and led its efforts for two years, expanding our product line from 8 tanks to 100+ SKUs (including T-shirts, sweatpants, koozies, flasks, totes, duffel bags, mugs, sweaters and even condoms—more on that at another time). I managed the company's photoshoots, product development, sourcing and fulfillment pipelines, communications (email, social media and broader advertising) and a small team of producers. Prior to my departure in 2016, I managed the brand's wholesale partnerships (with clients like Buy Me Brunch, Buzzfeed, Nylon and ASOS), as well as increased the store's online conversion rate from 2.5% to 3.9% and its collective following to 20,000+ users.