Selected Work · StrategiX by Tanya Thorson

Merchandising

Sustainable Apparel · DTC

The Human Story IS the Product.

Brand BuildingCampaign StrategySupply Chain StorytellingSKU RationalizationDTC Growth

The Challenge

Building a brand from scratch in the online sustainable apparel space where every competitor was claiming the same values.

My Approach

Ran a full SKU productivity review and cut 30% of unproductive product. Identified one hero product and built an entire campaign around the people who made it — naming every person who touched the garment from field to finished product. Centralized site, email, paid, SEO, and social around one story before supply chain transparency was a trend.

The Outcome

Revenue grew 25%. AOV up 25%. SKUs down 30%. Built a brand so specific and so human that it earned loyalty no paid media could manufacture. The fingerprint was the differentiator.

Marketing

Specialty Retail

Closing the Gap Between Data and the Customer.

Customer ExperienceConversion StrategyLoyalty & RetentionLifecycle MarketingOmnichannel

The Challenge

A specialty retailer with strong loyalty data but weak conversion at the point of experience — the customer felt known by the algorithm but not by the brand.

My Approach

Rebuilt the customer experience strategy around the moments the data couldn't capture — the hesitation, the fit question, the emotional job the product was doing. Aligned messaging, merchandising, and lifecycle cadence to those moments. Introduced cross-sell logic, value-led storytelling, and offer thresholds that raised basket size without discounting.

The Outcome

Revenue grew 25%. AOV up 25%. Repeat purchase strengthened. Profitability improved through better margin mix — not deeper discounting.

Strategy

Lifestyle Footwear · Omnichannel

From Point of View to Platform.

Brand PlatformOmnichannel ExecutionDTC GrowthWholesale ExpansionChannel Strategy

The Challenge

A digitally native lifestyle brand with strong product awareness but fragmented execution — DTC, wholesale, licensing, and ecommerce all running without a shared brand platform or growth framework.

My Approach

Built one brand platform and drove it across every channel simultaneously. Led a full site rebuild — structure, content, and search performance overhauled through a CX and merchandising lens. Built net-new assortments for major retail partners. Led cross-functional campaigns across product, digital, and licensing so every touchpoint told the same story at the same time.

The Outcome

35% growth in brand awareness, engagement, and sales. Site traffic up 25%. Expanded market reach through QVC, TJ Maxx, and Ross Stores. Licensing expansion created incremental brand presence and revenue.

Merchandising + Strategy

Heritage Apparel · Women's Portfolio

The Edit IS the Strategy.

Portfolio RationalizationCategory CreationAssortment StrategyP&L OwnershipMerchandising & Marketing Integration

The Challenge

A complex women's portfolio spread across multiple categories — strong brand equity but unfocused assortment, margin underperformance, and growth that wasn't compounding.

My Approach

Rationalized the portfolio by cutting 25% of SKUs and redirecting investment to the highest-potential categories. Sharpened pricing strategy and product mix. Built and scaled activewear and lounge from underdeveloped to a growth engine — launching a leggings line with clear style breadth and a value narrative that resonated. Rebuilt the Sleep/Lounge go-to-market strategy with tight cost controls and disciplined inventory management.

The Outcome

20% revenue growth. SKUs reduced 25%. Athleisure grew 40%. Sleep and lounge profit grew 35% on flat inventory.

The Work.

The Human Story IS the Product.

Closing the Gap Between Data and the Customer.

From Point of View to Platform.

The Edit IS the Strategy.

If something here resonates, I'd like to hear about your challenge.