Go-to-Market Strategy
Growth & Expansion
Strategic Partnerships
Marketing Strategy
Campaign Strategy
Events
Influencer Strategy
Operations
Work spaces that inspire.
The situation
For a long time, offices were seen as sterile spaces meant for production. You would occasionally have an offsite at hotels, cafes, or maybe a coworking space. Spaces at hotels were sterile and cafes were too distracting. Then, Breather was born. Beautiful, inspirational spaces designed to encourage productive work, peppered throughout major cities across the U.S.
Fresh out of Series B, Breather wanted to grow rapidly into 10 cities across the U.S, Canada and the U.K. I came in as the Launcher tasked to build the business in these cities - to design magical experiences, enter new markets, and playbooking it to scale.
Case Study
I relocated to D.C. from NYC to launch Breather.
To get Breather known, I studied the local culture of the city - localities, vibe, people, networks, events, influencers and beloved local brands.
Breather was starting from 0 and we did everything everything from scratch - assembling furniture, hand-delivering influencer kits (below), pitching at startup events, you name it.
Strategic partnerships, creative marketing and beautiful designs were what broke Breather’s launch to much hype in local communities in 10 cities around the world.
Local partnerships was a key strategy to build hype around Breather’s launch.
We built an “influencer swag kit” with local products, productivity tools, and an invite to an awesome launch party. Partnering with local brands in every city was a testament to the importance placed on being local. Then, we hand-delivered every kit to D.C.s top lifestyle bloggers, tech influencers and press.
On the ground, I was pitching at events, building great friendships with the local tech community, and inviting them to take a personal tour of the space.
Through affiliate deals, co-branded partnerships and strategic social comms, we successfully reduced CAC, built brand love, and established a strong and lasting presence in a new city.
Once a city was ready, we would hire local talent to run the business, and playbook-ed our learnings to launch a new city. Rinse, repeat.