Hi There!
I’m Rachel Adams
Brand Builder | Omni-Channel Marketing Strategist | DTC Leader
for CPG | Beauty | Personal Care | Fashion | Food & Beverage
I’m a leader/doer who builds brands that matter to people. I bring creative thinking – I did go to art school after all – and combine it with data and consumer insights – that’s the Virgo in me - to create multichannel campaigns that drive results.
Companies & Brands
T3 manufactures luxury hair
tools that simplify and
enhance hairstyling routines.
Producers of award-winning
California Chardonnays and
Pinot Noirs.
FIJI Water has been bringing
Earth's Finest Water to the
world since 1996.
Premium denim with a great fit
that makes every woman feel
comfortable & confident.
Justin produces world-class
Bordeaux-style wines from
the heart of California.
Fashion-forward, all-American,
men's clothing with comfort
and style.
Companies & Brands
Brand
Building
Channel
Marketing
Content
Marketing
Performance
Marketing
Orchestrate impactful 360 campaigns, that foster revenue increases. Utilize strategic approaches that span product launches to brand positioning, consistently driving success in a dynamic marketing landscape.
In-depth knowledge of social media, paid media, website, PR, and influencer marketing. Developing targeted campaigns and evergreen strategies, contributing to double-digit year-over-year revenue growth for 7 consecutive years in my most recent role.
Enhance the consumer funnel by leveraging insights to optimize the marketing mix and messaging for each channel. Prioritize key channels to achieve consistent and scalable ROAS improvements.
Develop content that delivers thumb-stopping visuals and compelling brand and product storytelling while ensuring maximum usage and impressions via integrated planning.
Work
Examples
New Product Launch Campaign
Integrated Content Marketing
Performance Marketing
New Product Launch
Goal: Raise awareness and consideration for the new Switch Kit, a refresh to the Convertible Collection.
Brief: Create a campaign centered on self-expression through hair, showcasing the interchangeable barrel attachments. The tagline: "Switch it up… Anything goes.”
Role: Led the development of multi-channel marketing strategy and concepts.
Consumer and competitor research to clearly define differentiated messaging
and channel weighting. Messaging developed for all funnel stages to ensure speed to conversion.
Campaign concept development for each activation channel anchored in the “Switch it up… Anything goes.” tagline. Heavy focus on TikTok to align with target audience and beauty industry trends.
360 channel execution including hiring TikTok influencers, developing ads, staging events, press pitching, email/SMS series, social series, blog posts and landing pages.
New Product Launch
RESULTS:
Impressions: 72MM
Engagements: 3.5MM
Traffic to site: 185K
Sales: $480K
PR
Launch events in NY and LA, early product seeding, and creative pitching to editors.
Organic Social
1-month social focus featuring trend-aware posts highlighting key product features and benefits.
Media
Full funnel media strategy including YouTube, TikTok, Meta and Google.
Website
Campaign reached visitors across all journey stages, from homepage to product pages.
Influencers
Product seeding, events, and paid partnerships driving hundreds of posts.
Email/SMS
10-part email/SMS series developed to tease and launch the new Switch Kit Collection
Integrated
Content
Marketing
Led T3's content marketing program driving editorial calendar development in line with new product launches and brand storytelling pillars. Delivering 100+ SEO optimized pages, achieving 400K+ page views (+1,000% YOY) in 2023 by ensuring seamless content integration into email, SMS, social, and media channels.
Performance
Marketing
Optimized T3 consumer funnel, marketing mix, and messaging for each channel. Prioritized key channels to achieve consistent and scalable ROAS improvements leading to sustained double-digit growth in Direct-to-Consumer (DTC) business over 9 years, becoming the #2 “door” for T3.
Grew T3 Amazon business by +33% YOY with strategic media investments, ongoing testing and optimizations.
CTV, Social, YouTube, Print.
KPIs: CPM, Frequency, Traffic.
Social, Google, Amazon.
KPIs: Traffic, Add-to-Cart, Leads
Social, Google, Amazon
KPIs: ROAS, CPA
People & Process
Process Creation & Alignment
Team Development & Mentorship
Process Creation & Alignment
Establishing efficient processes for rapid work and seamless cross-functional collaboration.
- Go-to-Market Strategies
- Monthly & Quarterly Reporting
- Campaign Development
- Business, Promotional & Content Calendars
Team Development & Mentorship
Building marketing teams and functions to drive business goals while fostering team growth and continuous learning.
- Learning Agendas
- Yearly IPO Development & Check-ins
- Transparency & Empathy
- Career Guidance & Specialization Shifts
About Rachel Adams
Testimonial
What people are saying
Jinting Nass
WORKED WITH RACHEL @ FIJI WATER
“An amazing leader who truly cares about her team, and one of the most gifted and hardworking marketers I know.”
Johanna Abbinante
MANAGED RACHEL @ FIJI WATER
“Rachel's diverse background in digital, social, PR, e-commerce, and photography inspires her ability to think creatively and cross-functionally.”
Lisa Lauritsen
RACHEL MANAGED LISA @ T3
“Rachel is the GOAT! Not only is she a brilliant marketing mind who seamlessly wears many hats, she’s a natural and thoughtful leader who brings out the best in her team and colleagues.”
Antonia Peterson
WORKED WITH RACHEL @ T3
“When it comes to Consumer Marketing, Rachel is as fierce as they come. She thinks big picture, 360 degree, cross channel — always putting the consumer at the forefront.”
