BRAND GROWTH—

Referral adoption and life-cycle refresh

The Brand Growth mission is to ensure retailers can access the brands and products they need by sourcing high-quality brands, showcasing Faire's value, and motivating them to join the platform.

Our retailer-to-brand (R2B) and brand-to-brand (B2B) referral programs play a key role in this mission by identifying new brand leads, informing First Year Value (FYV) scores, and activating prospective brands. However, declining usage—driven by low referrer retention, reduced engagement from new customers, and saturation of active brands—highlighted the need for change. Additionally, the referral experience had not been updated in years, resulting in inconsistencies with Faire’s core product.

To address this, we launched a comprehensive overhaul of the referral programs, redesigning every touchpoint—from email lifecycles to in-product landing pages—to boost adoption and align with Faire’s user experience. I led the design effort for this initiative, partnering with a senior PM, an engineering lead, and a team of front-end and back-end developers

Faire began in 2017 with a simple vision: to help small businesses come together to compete on a more level playing field with the likes of Walmart and Amazon.
Today, Faire is the online marketplace where retailers discover their next bestsellers from independent brands across the globe.
As the lead designer on this project, I collaborated closely with a Senior PM to drive the feature from concept to completion. I led the entire process—shaping strategy, designing the solution, and overseeing implementation and testing—ensuring a seamless and impactful execution end-to-end.