Brand and Growth Strategy - DIEM Scents

I led brand, content, and growth strategy for DIEM, a mood based fragrance brand. I developed a full acquisition and retention plan, refined the brand expression, and built clear channel strategies across social, email, community, and campaigns. The work focused on reducing friction for first time buyers, shaping stronger brand storytelling, and creating systems the founder could use to execute consistently. I also structured DIEM’s Starter Kit funnel and planned seasonal campaigns that strengthened customer understanding and repeat purchase behaviour.