Creating Change

Situation: Despite being a market leader in brick-and-mortar, Hanesbrands’ Innerwear division faced a challenge on Amazon: stagnant growth and a lack of innovation in a category increasingly dominated by digitally native, premium disruptors. The brand needed to pivot from a "commodity" mindset to a "premium-innovation" strategy to capture a younger, digital-first demographic.

 

Initiative: I led the organizational shift to treat Amazon not just as a sales channel, but as a premium launchpad for innovation.

• Integrated Product Launch: Orchestrated the digital-first launch of the "Total Support Pouch," coordinating across retail media, inventory planning, and creative testing.

• Experimentation Framework: Introduced "Always-On" experiment frameworks for A+ content, price elasticity, and review velocity to replace the previous "set it and forget it" approach.

• International Expansion: Standardized the digital playbook across US, Mexico, and Canada to create a unified North American growth engine.

• Search Dominance: Re-engineered the Amazon Brand Store and SEO strategy to secure a top-2 organic rank on Google for the "Hanes" keyword, effectively changing how the brand was discovered.

 

Result This shift in strategy successfully repositioned the brand and delivered explosive growth during a critical transition period.

• Category Leadership: The Total Support Pouch became the fastest-growing new style and reached the #2 position in the entire underwear category on Amazon.

• Revenue Growth: Grew the Amazon Basics business from $60M to $120M (+100% YoY) and scaled the total Innerwear portfolio by $50M in a single year.

• Operational Scale: Managed and developed a team of 3, resulting in two internal promotions and a more agile, data-driven marketing culture.