Created by the makers of Dollar Shave Club - Mel is a commerce brand that is the definitive guide to being a man: bold, diverse, opinionated and daring. Read by average guys (and girls!) and also by journalists, tastemakers and the intelligentsia - but never takes itself too seriously.
Create a fully fleshed out ecosystem and content programming plan for a nascent DTC brand in order to capitalize on existing base of users and build out deeper level of monetization and engagement.
Built comprehensive brand and business playbook, product and revenue extensions, action plan and programming grid, identified partners, generated thought leadership.