HOLDEN RINGS
Over $1M in email-driven revenue within one year
The Situation
Holden Rings is a design-led, ethically made jewelry brand operating in a highly competitive luxury space. As the brand began to scale, its marketing needed to do more than generate visibility - it needed to drive revenue while preserving a thoughtful, values-forward identity.
At the time, there was strong creative direction, but the challenge was translating that consistently across channels in a way that felt both cohesive and performance-driven.
The Approach
I led content and lifecycle marketing across email and social, focusing on building a system that balanced emotional storytelling with measurable growth.
This work included:
Developing and refining Holden Rings’ brand narrative to support a broader rebrand
Building and managing a full email marketing system —from campaign planning to execution and reporting
Overseeing Instagram strategy and content direction for a 30K+ audience, including partnerships and influencer collaborations
Creating integrated campaigns across email, SMS, Instagram, and TikTok to support launches and ongoing growth
Implementing structured A/B testing and presenting performance insights to guide decision-making
Rather than treating each platform separately, the focus was on alignment, ensuring that every touchpoint reinforced the same story, tone, and intent.
The Outcome
Over $1M in email-driven revenue within one year
~12% growth in Instagram followers, alongside increased reach and impressions
Improved campaign efficiency, allowing for reduced marketing spend without sacrificing performance
A more cohesive and recognizable brand presence across channels
The Insight
The issue wasn’t a lack of content or effort, it was a lack of structure across channels.
Without a clear system, even strong storytelling can feel fragmented.
And without cohesion, it becomes difficult to scale without losing the essence of the brand.
The opportunity was to build a marketing approach where:
storytelling and performance weren’t competing
each channel supported the others
and the brand felt consistent at every touchpoint
The Takeaway
This work wasn’t about increasing output - it was about creating clarity.
By building a system rooted in consistency, narrative, and performance insight, Holden was able to scale in a way that felt both intentional and sustainable.