DFP Insoles
As a marketing consultant for DFP Insoles, a specialized performance insole company based in Steamboat Springs, I led a comprehensive marketing transformation focused on elevating their digital presence, enhancing the customer experience, and supporting wholesale partners. This experience demonstrates my ability to drive significant results for technical performance brands in the outdoor industry.
A Visual Trail-map
From the controlled environment of studio photography to the vibrant authenticity of lifestyle photography, and spanning to the captivating world of video content, I am responsible for overseeing each step with meticulous attention
Key Performance Results
54% Year-Over-Year Sales Increase
Redesigned the website with a focus on technical education and performance benefits
Implemented enhanced product storytelling that connected technical features to real-world benefits
Optimized mobile experience to improve accessibility for on-the-go customers
7x Improvement in Conversion Rate (0.32% to 2.3%)
Developed simplified user pathways based on activity and performance needs
Created educational content that addressed common fit issues and performance questions
Implemented strategic CTAs and streamlined checkout process
Added social proof through strategic placement of customer reviews and testimonials
3x Growth in Organic Social Following
Shifted from product-focused to experience-focused content strategy
Developed organic content series highlighting customer success stories
Created educational content about foot biomechanics and performance benefits
Established consistent posting cadence with activity-specific content themes
Strategic Initiatives
Website Redesign
Transitioned from product-centric to experience-centric navigation and content
Created interactive fit guide to help customers select the right insole
Developed activity-specific landing pages (Running, Hiking, Skiing, etc.)
Enhanced technical specs with visual explanations of performance benefits
Wholesale Partner Support Program
Developed comprehensive content library for insole fit clinics
Created educational materials for retail staff training
Designed point-of-purchase displays with clear technical messaging
Produced co-branded assets for key retail partners
Brand Identity Enhancement
Refreshed visual identity while maintaining brand recognition
Designed cohesive merchandise program (stickers, beanies, balaclavas)
Created consistent visual language across digital and physical touchpoints
Updated packaging to better communicate technical benefits