Blue circular logo with large white letter S and the words 'SILKCUT UNDERWEAR' in white text.
A shirtless man wearing light blue boxer briefs standing on an industrial platform or trailer. The man is holding the side of a large metallic container or structure with his left hand while his right hand is resting on his hip. He is looking off into the distance against a clear blue sky.

SilkCut Underwear is a Brooklyn-based intimates brand known for its comfort-first designs and direct-to-consumer approach, positioning itself as a modern alternative in the underwear market.

Position: Marketing Director

Key Functions: Digital marketing strategy, website design, content creation, data analysis, and branding.

Key Achievements:

  • Orchestrated successful email marketing campaigns with an average of 40% open rate and click-through rate of 5% on an email list of 28k.

  • Conducted market research to analyze customer data and derive insights for crafting future marketing campaigns.

  • Created and managed the 2023 Black Friday campaign, increasing the conversion rate by 115% compared to the previous year.

  • Led the digital strategy and positioning of the brand during 2023, acquiring an average of 86 customers per month and increasing the conversion rate by 75% compared to the previous year.

  • Optimized inventory management by accurately forecasting reorder quantities and tracking stock levels using advanced Microsoft Excel tools, ensuring seamless operations and minimizing stockouts.

My Approach

Using customer data to analyze patterns and predict future customer behavior, allowing for more targeted marketing strategies and improved customer engagement.

80% ROI

Using data analytics to know customer trends, your return on investment can increase by up to 80%.

Data Enlightens

Learn what’s best works for your company using analyzing customer data.

Editorial & Product Campaigns

Captured and retouched by Juan F. Vargas. From conceptualizing the shoot across studio, industrial, and rooftop settings to delivering high-end post-production, this commercial campaign highlights clean product storytelling and brand identity.

Male model posing on an industrial metal ladder outdoors against a metallic structure, wearing blue Silkcut underwear
Full-body environmental portrait of a male model in blue Silkcut underwear positioned on a metallic structure on a sunny day.
Editorial shot of a male model in blue Silkcut underwear posing near a heavy industrial metal backdrop and wooden fencing.
Commercial fashion photography of a male model standing in blue Silkcut boxer briefs against a sunlit industrial structure.
Outdoor commercial fashion shoot featuring a male model in blue Silkcut boxer briefs leaning against a large industrial metal tank.
Outdoor lifestyle photo of a male model standing tall in blue Silkcut boxer briefs against an industrial background with metallic paneling.
Male model seated on an industrial metal beam outdoors, wearing grey Silkcut boxer briefs during a sunny daytime photoshoot.
Rooftop portrait of a male model posing thoughtfully in black Silkcut underwear against an urban New York City skyline.
Editorial rooftop photograph of a male model in black Silkcut underwear with a hand near his chin against city skyscrapers.
Upper-body shot of a male model wearing black Silkcut boxer briefs on a sunlit rooftop overlooking the urban cityscape.
Male model on an NYC rooftop shielding his eyes from the sun, wearing black Silkcut boxer briefs with a skyscraper backdrop.
Male model posing against a linear shutter-slat textured outdoor wall wearing green Silkcut boxer briefs under natural lighting.
Commercial campaign image of a male model leaning against a slatted background wearing sage green Silkcut underwear.
Male model reclining on a white studio backdrop, wearing red Silkcut briefs in a commercial editorial composition.
Mid-shot of a smiling male model with crossed arms wearing grey Silkcut boxer briefs in a white-backdrop studio shoot.
Studio product photography showcasing a male model wearing mauve Silkcut boxer briefs against a neutral indoor background.
Studio fashion portrait of a male model standing in red Silkcut boxer briefs under clean indoor lighting.

Email Marketing

Explore some of the email marketing templates that drove a 115% increase in conversion rate during Black Friday and Cyber Monday campaigns. I typically build around the following email marketing funnel:

  1. Offer an incentive to capture customer data

  2. Welcome the customer and deliver the incentive

  3. Use social proof to build trust in the product or service

  4. Educate and tell the brand's story

  5. Use promotions to drive conversions

  6. Create campaigns around key holidays or dates relevant to the brand

  • Black and white image of a young man with curly hair, wearing a white shirt, touching his lips with his finger, looking thoughtfully to the side. The text on the image reads 'WELCOME! HERE IS 15% OFF FOR YOUR NEXT ORDER. SHOP NOW'.

    Welcome Email Template

  • A promotional graphic features a young man with curly brown hair and light skin standing shirtless against a plain light background, looking to the side. The graphic includes customer reviews for silk underwear, with some reviews visible and five-star ratings. The top says, "WE LOVE SILKCUT" in large text.

    Customer Reviews Email Template

  • A close-up view of a man with a muscular build wearing white underwear, standing against a white background, with part of text about fabric and fabric sourcing visible in a blue box to the left. The image promotes a product called SilkCut.

    Brand Story Email Template

  • BOGO Promotion Email Template

  • A shirtless man wearing black shorts with "SILK CUT" written on the waistband, standing on a rooftop with a city skyline in the background, promoting a clearance sale with up to 75% off, and a "Shop Now" button at the bottom.

    Clearance Sale Email Template.webp late

  • Black and white photo of a young man with curly hair, wearing a white T-shirt, for a Black Friday sales promotion. The text overlay indicates discounts and sale details.

    Black Friday Email Template

Branding

In 2023, I led the rebranding of Tani USA, now SilkCut Underwear. The main challenge was retaining our existing customer base while differentiating the brand from competitors in the global market.

Logo for Silkcut Underwear featuring a stylized 'S' in white on a blue circular background with the brand name in white.
Two clothing tags, one black and one white, from Silkcut Underwear. The black tag features the brand's logo and name, while the white tag emphasizes maximum comfort, sustainable materials, perfect fit, and specialized fabric with icons and washing instructions.
Image of colorful fabric swatches with the label 'SILKCUT' and text that reads 'New Spring Collection, Seamless, Colorful & Comfortable'.
Advertisement for silk men's boxer briefs in multiple colors, with the headline 'Introducing New Colors & Styles' and a call to action 'Shop Now'.

Website Design

Designed and launched a fully functioning e-commerce website with more than 40 products and 4–10 variations per product, customer accounts, and implemented systems to optimize CRM.

Explore Silkcut Underwear's Website