Brand Modernisation

Led the full rebrand of The Nail Spa and Hair by Marquee — overhauling visual identity, in-store experience and digital presence across both brands. Influencer and social strategies were built across both to shift audience perception and grow visibility with a younger demographic.

Discounting & Commercial Reset

A structured promotional strategy was designed to reduce dependency on discounting without sacrificing customer volume. Promotional mechanics were rationalised, offer frequency controlled, and new service launches used as acquisition drivers — 12 new services were launched across the portfolio, each with its own pricing strategy and integrated communication plan.

Loyalty Programme Restructure

The programme was rebuilt from the ground up. Tier thresholds were recalibrated so the top tier represented 20% of members — not 45% — restoring exclusivity and reducing cashback exposure. Non-monetary benefits were introduced: a dedicated VIP service line, birthday gifts and priority booking.