Q36.5 had a strong product philosophy, but no brand built around it. It was Italian-made cycling apparel with no clear idea guiding product, marketing or the wider business, and no system connecting marketing efforts to growth.
As Chief Strategy Officer, I led a full rebrand around Innovation for Human Performance, and positioned Q36.5 as a research lab, not just a technical apparel brand. With that narrative, I shaped everything after it, from product design and e-commerce to packaging, typography and visual identity.
The new brand platform then needed a system to scale it. I built a data-driven scale-up model that evaluates marketing performance in real time and turns what it learns into action. At its core is a continuous test-and-learn loop that ensures that creative hooks, formats and media investment all get tested, then whatever works gets refined and scaled up. I found the sweet spot for maximum creative performance while also prioritizing the areas with the most room to grow, so every campaign stayed true to Q36.5's identity while driving measurable performance and growth.
- 187% YoY revenue growth after deployment in 2022
- With only 50% of the marketing budget spent
- One clear direction across brand, product and marketing
- An autonomous growth framework that sustains continuous scaling, with automated creative testing built in
