Market Positioning & Growth Strategy

CLIENT: Mavely
ROLE: Senior Digital Marketing Manager
Work completed while employed at Monkee-Boy. Metrics reflect contributions within a broader team effort.

Challenge:
Mavely was competing in the influencer and affiliate marketing space, against dominant platforms like LTK. Their wish was to position themselves as category leaders, while driving measurable increases in sign-ups, organic visibility, and overall platform momentum.

Strategy & Approach:
I implemented a multi-channel growth strategy designed to strengthen their positioning, accelerate acquisition, and expand visibility with creators.

Brand & Market Positioning:
* Clarified competitive differentiation against LTK
* A renewed focus on ethnic and social diversity
* Niche - micro and nano-influencers
* Lack of barriers to entry (free-to-use)
* Linking tech led to faster payouts and better tracking
* Developed and promoted trademarked product terminology (“SmartLinks”) to reinforce product value
* Elevated thought leadership content to build trust and category credibility

SEO & Content Expansion:
* Scaled organic content production to target high-intent creator and affiliate search terms
* Implemented data-driven keyword prioritization to capture market share

Performance:
* Built and executed a full-funnel paid social strategy across Facebook & Instagram
* Launched performance-driven acquisition campaigns focused on creator sign-ups
* Continuously optimized campaigns for cost efficiency and scale

Results & Impact:
* Contributed to positioning Mavely for a $250 million acquisition by Later
* Increased platform sign-ups by 600%
* Drove a 74% increase in organic traffic
* Generated exponential growth in sessions across site and blog
* Established and trademarked the term “SmartLinks”, reinforcing product differentiation