Simulation Details

LunaGlow is a leading direct-to-consumer (D2C) beauty brand known for its commitment to clean beauty and innovative product formulations. The company has gained recognition for its high-quality products, such as the LunaGlow Radiance Serum, which combines natural ingredients like hyaluronic acid and vitamin C to deliver visible results. LunaGlow has a robust social media presence, leveraging platforms like Meta to engage with its diverse customer base through interactive content, live Q&A sessions, and influencer collaborations. The company primarily operates through digital marketing and e-commerce channels, utilizing tools such as Google Analytics, Meta Ads Manager, and social media scheduling tools like Hootsuite and Buffer. LunaGlow faces fierce competition in the D2C beauty industry, with key competitors employing aggressive marketing strategies. The brand differentiates itself through its commitment to clean beauty and innovative formulations, appealing to environmentally conscious consumers. LunaGlow also faces technical challenges, including compliance with data privacy regulations and evolving social media algorithms. Understanding LunaGlow’s target audience is essential for tailoring effective marketing strategies.

As the Digital Marketing Manager at LunaGlow, your primary responsibility is to improve the brand’s social media advertising performance by addressing the decline in return on ad spend (ROAS). You will interact with key team members, including Sarah Whitfield, the Performance Marketing Lead, and Alex Martinez, the Creative Director. Sarah advocates for a strategy that focuses solely on retargeting by slashing upper-funnel spend, while Alex supports broader targeting with story-driven creatives. You must navigate these internal dynamics, presenting evidence and rationale for your proposed strategies. Your tasks include analyzing recent campaign data, testing new creative strategies, and making informed decisions on budget allocation between upper-funnel and retargeting efforts. Effective communication and negotiation skills will be crucial in managing these differing opinions and achieving consensus.

To complete the simulation, you need to:
1. Analyze recent campaign data to identify trends and areas for improvement.
2. Develop and test new creative strategies, including broader targeting with story-driven creatives.
3. Make informed decisions on budget allocation between upper-funnel and retargeting efforts.
4. Compile your findings and strategies into a single final text document.

Once you complete all the tasks, save the required final document in a PDF or DOCX and send it to Jordan Lee, the Head of Marketing.

Team

Who you will work with in this Simulation
Your team is 100% generated by AI – you will not interact with real people and no human will read your conversation.

Sarah Whitfield
Performance Marketing Lead

Alex Martinez
Creative Director

Jordan Lee
Head of Marketing

Organization

A direct-to-consumer (D2C) beauty brand that has established itself as a leader in the skincare and cosmetic industry through its commitment to clean beauty and innovative product formulations.