I'm Meme | U.S. Market Expansion
Led the U.S. market expansion of I'm Meme, launching the brand into Target (1,200 stores) and subsequently expanding distribution to Walgreens (900 stores). Directed the end-to-end go-to-market strategy across merchandising, omnichannel marketing, retail partnerships, and product innovation to establish the brand within the U.S. mass beauty channel.
Key Contributions
Developed the 360° go-to-market strategy, including assortment planning, pricing architecture, packaging, PDP optimization, and brand storytelling.
Directed retail media strategy in partnership with Target Roundel and Walgreens Media Network to drive awareness, traffic, and conversion.
Created an integrated omnichannel marketing strategy connecting social media, influencer partnerships, retail media, eCommerce, and in-store experiences.
Partnered closely with Target and Walgreens merchandising teams to develop buyer presentations, launch plans, and long-term growth strategies.
Optimized post-launch performance through ratings & reviews, user-generated content (UGC), PDP enhancements, and ongoing retail performance analysis.
Developed the 2027 growth roadmap, including assortment expansion, innovation planning, and new product development (NPD).
Business Impact
Successfully launched I'm Meme into 1,200 Target stores nationwide.
Expanded distribution into 900 Walgreens locations, significantly increasing the brand's U.S. retail footprint.
Established a scalable omnichannel launch framework to support sustained retail growth and future innovation.
