In 2020, I led the team in the development of MBRP's direct-to-consumer (DTC) sales channel, centered around the development of a new e-commerce website and their first foray into digital marketing.

Founded in 1996, MBRP has carved a niche as a reputable automotive aftermarket brand specializing in high-performance exhaust systems. For more than 20 years, this family-run business has been a beacon for automotive enthusiasts. Their journey commenced with a husband and wife duo, bound by a shared passion for racing and pushing boundaries. What truly distinguishes MBRP is their commitment to delivering unmatched value in all their products, a quality that has solidified their standing as an industry leader.

Despite being a well-established name in the automotive aftermarket industry, MBRP found themselves at a crossroads. With over 20 years of dedicated focus on building their wholesale network, their sales were thriving. However, the landscape of their industry was evolving. Other brands had recognized the potential of Direct-to-Consumer (DTC) sales channels and were reaping the benefits.

MBRP understood they were arriving a bit late to the DTC game, and their website sales weren't coming in as heavy as they'd like. But they were determined to explore how they could catch up and capitalize on this evolving market. That's when they approached me, seeking a solution to address their pressing challenge. Initially, the notion was to develop an e-commerce website, but as the collaboration unfolded, it became clear that numerous untapped growth opportunities were waiting to be harnessed.

Recognizing MBRP's imperative need to adapt to the DTC sales landscape, we embarked on the journey to create an entirely new customer experience. This transformation involved two pivotal elements: a comprehensive website redesign using Shopify and a holistic digital strategy that covered both pre-purchase engagement and post-purchase satisfaction.

Addressing MBRP's challenge of entering the DTC market and catching up with competitors required a multi-faceted approach. We initiated the process by recognizing the need for a robust e-commerce website. While assembling our design and development team for this pivotal project, we took a step further and established the MBRP Inner Circle, a user research group comprising individuals who represented the diverse spectrum of interactions MBRP might have.

This Inner Circle included die-hard fans and those who held ambivalent opinions about MBRP. Their common ground was their willingness to share valuable insights. The Inner Circle became an indispensable asset, offering fresh perspectives at every turn. We engaged in monthly interviews with each member, consistently incorporating their feedback into our creative process. Remarkably, this approach resulted in tremendous success, even when it challenged long-held beliefs about the brand or products, a testament to MBRP's openness to embrace change.

Simultaneously, as the web design and development project gained momentum, we embarked on the crucial task of information architecture. Historically, MBRP had relied on their sales representatives, distributors, and retailers to educate consumers within their wholesale network. However, with customers now heading directly to mbrp.com for product purchases, it was essential to centralize product information and establish a system to store and manage data for all 1,700 products. This was done to ensure the readiness to adapt to any future changes seamlessly.

Once the information architecture was in place, we focused on generating content for the website. Whether it was written copy, captured photos, or videos, our team took the lead, or we sourced them from MBRP's brand ambassadors. Throughout this process, we meticulously crafted a brand bible, mapping out product series, naming features and benefits, and implementing changes identified as significant by the Inner Circle. In essence, we overhauled virtually every outward-facing aspect of MBRP to create a fresh digital representation that resonated with a broader consumer base beyond the die-hard fans.

In a transformational journey with MBRP, our collaboration achieved remarkable results.

DTC revenue skyrocketed from $600,000 to $3.5 million annually with the launch of the new website, and this figure has continued to scale, reaching $5 million one year later

5X blended Return on Advertising Spend (ROAS) increase across Meta ads.

1500% email list growth in the 6 months

Sales representatives and the entire wholesale network embraced our strategies and brand messaging, effectively conveying the brand's value and providing a cohesive customer experience regardless of where they interacted with the product

Our partnership with MBRP remains robust as we continue to serve as their trusted marketing partner. Our current focus is on further enhancing e-commerce revenue and preparing for a full DTC launch of one of their product lines. These results underscore the remarkable success of our collaboration, showcasing substantial growth in online sales, amplified audience engagement, and brand value.