BEAUTYBIO

Scaling BeautyBio's Operations and Sales Channels

SERVICES

Fractional COO

Head of Marketing and Ecommerce

HR Services (Hiring & Team Structuring)

Operations Implementation

Website Redesign

THE CHALLENGE/OBJECTIVE

BeautyBio faced significant hurdles that needed to be addressed to achieve sustainable growth:

  • Underperforming Website: The existing website generated minimal sales, requiring a complete redesign to enhance performance and drive ecommerce growth.

  • Overreliance on QVC: BeautyBio’s business relied heavily on QVC, necessitating the diversification of sales channels to reduce risk and tap into new revenue streams.

  • Team Structure Deficiency: The company lacked the necessary team structure to support its growth ambitions, making it essential to hire and structure the entire organization.

  • Need for Investment: Finding investors was critical to fuel the company's expansion and prepare for a future sale.

BeautyBio Products
BeautyBio Products + Case Study

THE RESULTS

  • 1235%

    Growth in the first 9 months, largely due to ecommerce expansion and channel diversification.

  • 91%

    Growth in Ecommerce in the second year following the website relaunch and enhanced marketing efforts.

  • Growth after refinement of the business strategy and product offerings led to further profitability.

Ecommerce Leadership and Website Relaunch:

Devin took on the role of Head of Ecommerce, leading the relaunch of the website to improve its functionality and user experience.

Managed all paid media efforts, handled buying for the website, and orchestrated cross-promotions and omnichannel strategies, resulting in a 91% growth in ecommerce sales in the second year.

Leveraged experience from Mally Beauty to manage QVC and infomercials while simultaneously driving ecommerce growth, leading to a remarkable 1,235% business growth in the first 9 months.

BeautyBio Products in Bag

Fractional COO Role and Comprehensive Team Building:

The need to hire and structure the entire company led to Devin’s transition into the role of Fractional COO.

Expanded the team from 2 to 22 members, building out departments across design/branding, photo/video production, ecommerce, and operations.

Managed all HR functions, including training and development, while also sitting on the executive team to guide strategic decisions.

The optimized team structure and operational improvements drove another 54% growth in total business after refining the product mix.

Securing Investors:

Devin successfully secured private investors in the company’s first investment round, positioning BeautyBio for future growth and eventual sale.

TESTIMONIAL

  • “ From the moment I spoke with Devin, I knew that we would work incredibly well together. She has not only been a mentor for me, but also a friend. She is the person I reach out to to bounce ideas off of, and she always responds back incredibly quickly (even late at night or weekends), with thoughtful insight and advice. She continues to push our team to get where we need and want to be with detailed strategies, inspiration and motivates us to move forward so that we can grow our brand. She is incredibly easy to speak with and I always feel comfortable going to her for any advice I am struggling with. I enjoy her witty personality and she always pushes me, in a positive way to continue to make strides not only in my own position, but for the brand as a whole. Our team leans on her for her ecommerce strategies, as her retail background has proven to showcase her incredible vision to take our brand to the next level. We implement her advice and guidance and we continue to see the positive impact her contributions make for our brand.”

    MADISON, Beauty Bio

Jamie O'Banion BeautyBio
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