Project Summary: Layers is a disruptive, fully managed marketplace for preloved fashion. This project involved developing a high-level marketing strategy to scale their operations from a centralised hub in Pakistan to 21 countries. The goal was to solve the three core killers in resale—Scalability, Stigma, and Convenience—to help them "make secondhand the default."

The Challenge: The client required a lean, high-growth marketing strategy to acquire customers at a <$5 CAC while driving a $20+ AOV. The primary hurdles were consumer stigma surrounding "secondhand" and the unreliability of peer-to-peer marketplaces.

I architected a growth blueprint focused on three core pillars:

Trust-Based Brand Positioning

Omnichannel Growth Engine

High-Touch Brand Activations

Target Audience: Hyper-focused strategy for Gen Z, university-going students across 21 global markets.

Growth Optimisation: Engineered a funnel focused on lowering CAC through authentic UGC, influencer partnerships, and transparent "Behind the Scenes" storytelling.

Operational Alignment: Aligned marketing narratives with the company’s unique advantage—a radically efficient, fully managed supply chain.

Delivered a concise, data-driven marketing roadmap that provides a clear path to killing fast fashion by making the preloved experience effortless, predictable, and premium.