Garrett Leight: eCommerce and Creative Campaigns

As director of GLCO’s digital agency for four years, I led the strategy on transitioning the brand’s website from a purely sales-focused experience to one that better showcased the brand’s distinctly-LA identity. A strong balance between the two helped to grow brand awareness nationwide while still driving a high-above-average conversion rate.

In addition to our eCommerce work, we led New York-based social and out of home executions, the most well-known of which — Not This Kind of Californian — drove such a high volume of store opening traffic that the event was closed down by the NYPD. More traditional digital executions were heavily social media focused — Snapchat and Instagram, primarily — and leveraged location data to drive in-store traffic to qualified, nearby consumers, the first of which led to an immediate selling-out of all New York limited edition frames.