Entering two new states
Demand outpaced service capacity within the opening days, running ahead of the network benchmark for new sites
The problem
The network had never operated outside its existing cities. Entering two new states meant opening where there was no brand recognition, no local demand signal and no launch playbook to work from.
What I did
- Led go-to-market for the company's first entry into two new states.
- Built the launch offer, creative suite and the pre-launch media plan.
- Ran an influencer programme to establish local presence ahead of opening.
- Codified the sequence into a reusable playbook for every subsequent launch.
Stack
- Google Ads
- Meta Ads
- Influencer marketing