Omnichannel Digital Marketing Strategy: U.S. DTC Beauty Brand
Digital Marketing Assignment Overview
This MBA-level deliverable outlines an omnichannel digital marketing strategy for a U.S. direct-to-consumer beauty brand scaling nationwide. The 32-page deck blends market research, SEO roadmaps, TikTok + Meta media plans, lifecycle email automation, and revenue forecasting tied to customer acquisition cost (CAC) and lifetime value (LTV) goals.
Course: MKT-640 – Integrated Digital Marketing Strategy | Author: Alicia Perez, MBA Candidate | Client: GlowHaus Beauty (DTC skincare) | Date: November 22, 2025
Key Marketing Strategy Skills Demonstrated
- Market & Audience Research: Used Mintel, Similarweb, and Google Trends data to size a $4.3B clean beauty TAM and build Gen Z/ Millennial personas.
- SEO & Content Plan: Built a pillar-cluster architecture targeting "best retinol alternatives" and "skin cycling routines" with E-E-A-T proof points.
- Paid Media Mix Modeling: Modeled spend across TikTok Spark Ads, Meta Advantage+ catalogs, Google Performance Max, and Amazon DSP retargeting.
- Lifecycle Automation: Designed Klaviyo flows for welcome, replenishment, win-back, and post-purchase UGC requests triggered by RFM scoring.
- Measurement & Optimization: Connected GA4, Northbeam, and Looker Studio dashboards to track MER, blended CAC, and contribution margin by channel.
Market Research & Opportunity Sizing
The assignment starts with a U.S. clean beauty market scan, layering IBISWorld growth data with TikTok hashtag analysis (#retinoltok) to highlight emerging demand. Competitive benchmarking compares CAC, repeat purchase rate, and TikTok share of voice for top DTC rivals like Versed and Naturium. Insights feed SWOT and Jobs-to-be-Done statements to inform positioning.
SEO & Content Engine
Using Ahrefs and SEMrush, the student prioritized 45 keywords with high intent and manageable difficulty, then designed a pillar page on "skin cycling routines" supported by how-to blogs, short-form Reels scripts, and shoppable quizzes. Structured data, FAQ schema, and product review markup are documented for the dev handoff. Editorial calendar outlines publish cadence, creative briefs, and UGC remix prompts.
- Tools: Ahrefs, Clearscope, Google Search Console, Canva Docs.
- KPIs: Organic sessions +62% YoY, blog-assisted revenue $420K, newsletter signups 18K.
Paid Media & Influencer Strategy
Media plans break down budgets across TikTok Spark Ads, Meta Advantage+ Shopping, Google Performance Max, and affiliate pods. Creative testing matrix maps hooks (dermatologist POV, ASMR texture) to funnel stages. Influencer briefs focus on mid-tier derm creators with a $120 CPA ceiling, plus paid usage rights for CTV cutdowns.
- Budget: $180K over 90 days with MER target of 3.5.
- Attribution: Northbeam blended CAC model with channel-level guardrails.
Retention & Email Automation
Lifecycle flows were built in Klaviyo: dynamic product blocks for welcome flows, predictive churn triggers for win-back, and replenishment reminders synced to Shopify order cadence. SMS journeys integrate Postscript with two-way concierge scripts.
- Flows: Welcome, education drip, replenishment, VIP sneak peeks, review/UCG request.
- Benchmarks: Email revenue share 32%, SMS click-through 19%, repeat purchase rate 44%.
Analytics, KPI Dashboard & ROI Modeling
The deck closes with a Looker Studio dashboard mock-up featuring MER, blended CAC, LTV:CAC ratio, and payback period. Scenario modeling outlines conservative, base, and aggressive spend plans tied to inventory turns. Governance slide details biweekly growth squad standups, testing roadmaps, and GA4 event QA.
Why This Digital Marketing Assignment Excels
- Grounds recommendations in first- and third-party data with clear TAM and persona validation.
- Demonstrates channel integration across SEO, paid social, marketplaces, and CRM.
- Connects creative strategy to measurement with test-and-learn sprints and KPI guardrails.
- Includes automation blueprints, influencer briefs, and dashboard mockups ready for stakeholder review.
- Speaks the language of U.S. marketing leaders—CAC, MER, incrementality—ensuring executive buy-in.
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