Fyrn

Digital Marketing Manager

When I joined Fyrn, the brand had deep credibility with architects, interior designers and the hospitality industry - pieces specified in Michelin-star restaurants, art galleries and hotels, but almost no DTC presence and no social infrastructure to speak of. The challenge wasn't just building channels. It was figuring out how to speak to two very different audiences at once: design professionals who needed technical confidence and specification resources, and consumers who needed to understand why a chair that costs what a Fyrn chair costs is worth it.

I inherited a social presence that needed structure and direction and built out the content pillars, posting cadence, UGC acquisition workflows, approval processes and file systems that gave it both.

On the email side, I developed segmented campaigns for four distinct audiences (D2C, Trade, Trade+ and Commercial), with editorial-driven content tied to earned media features, design events and brand storytelling themes. For the 2022 website redesign, I contributed copy across the site including product pages, the brand story, journal posts and the sustainability framework, writing for readers who design spaces for a living and hold the work to a high standard.

Paid social drove a 90% lift in website conversions. The email program generated $100K in attributed sales with an 85% increase in return site visits.