overview
Built Curly Lifestyles into a digital platform and community of 25,000+ by combining audience-led content, platform development, research partnerships, and business pitching. The work spans marketing strategy, content development, audience growth, professional discovery, and data-informed decision-making.
The platform has also supported research collaborations with 30 master’s students and secured $15,000 through entrepreneurship pitch competitions.
role
Director, Marketing & Analytics
Approach
Finding relevant curly hair information often requires moving between separate social platforms, professional directories and educational sources.
1. Defining the Audience & Positioning
The brand was positioned around the wider curly hair experience, including styling, professional services, education, identity and self-expression.
A focused audience and purpose provided direction for the brand voice, visual identity and content. This helped Curly Lifestyles develop a recognizable point of view rather than operating as a general beauty platform.
2. Growing the Community Through Content
Consistent digital content and direct audience engagement helped grow the community to more than 25,000 people.
Content performance, questions and community feedback provided ongoing insight into what audiences found useful and relevant. Those signals were used to refine the content direction and improve the overall digital experience without publicly disclosing the brand’s internal audience research.
3. Developing the Digital Platform
The project expanded beyond social media through the development of a platform connecting users with hairstylists, barbers and educational resources.
Platform planning focused on how people would discover information, explore professional services and move between different parts of the experience. The work included coordinating development and shaping how the content and resources should be organized.
4. Using Research & External Feedback to Strengthen Strategy
Curly Lifestyles became the focus of graduate-level research projects examining marketing and brand-development opportunities.
The brand was also presented through several business pitch competitions, earning multiple wins and external funding. These experiences provided additional perspectives, strengthened the way the concept was communicated and demonstrated outside interest in its potential.
Specific research findings, funding details and future business plans remain confidential.
outcome
Curly Lifestyles grew to a community of 25,000+, expanded into a dedicated digital platform, supported graduate-level research collaborations, and secured external business funding.
Building Curly Lifestyles strengthened my ability to take an idea and develop it into a clear, audience-led brand. The experience brought together positioning, content, community growth, research and pitching. It also reinforced an approach that continues to guide my work: understand the audience, create a clear reason to engage and use real feedback to strengthen the brand over time.
Capabilities Demonstrated
Marketing Strategy
Established the positioning, purpose and identity of an independent brand centred on the curly hair experience.
Digital Platform Development
Coordinated the development of a platform connecting users with hairstylists, barbers and educational resources.
Audience Growth
Grew and engaged a digital community of more than 25,000 people through focused content and ongoing interaction.
Partnership Development
Led graduate-level collaborations exploring marketing and brand-development opportunities without disclosing confidential findings.
Content Strategy
Developed a clear content direction shaped by audience interests, questions and engagement patterns.
Pitching & Funding
Presented the brand to external judging panels, earning multiple competition wins and securing funding for continued development.