The Challenge

Fear of God is a globally recognized luxury fashion house, celebrated for its mainline collections and Essentials line. Despite strong organic demand, paid media had historically been underutilized. Essentials often relied on organic hype to sell through, while mainline products needed more traction at full price. The challenge was clear: how to scale revenue through paid media without diluting the brand’s luxury positioning.

The Approach

I repositioned paid media as a growth engine by building a full-funnel strategy that drove conversions for Essentials while elevating Fear of God’s luxury collections.

• Scaled investment from ~$150K/month to ~$400K/month without sacrificing efficiency.

• Balanced short- and long-term goals by combining high-performance campaigns for Essentials with brand-building activations for mainline.

• Expanded channel mix beyond Meta and Google into YouTube, Pinterest, and CTV.

• Introduced advanced measurement frameworks including blended ROAS, incrementality testing, and brand lift studies to ensure optimal budget spend.

• Aligned creative testing to Fear of God’s distinct brand aesthetic, ensuring performance media strengthened rather than diluted brand equity.

The Results

Within six months, Fear of God’s paid media transformation delivered:

• +149% year-over-year revenue growth

• $5 ROAS sustained at scale

• $1M+ in incremental revenue

• Essentials positioned as a reliable growth driver, with mainline receiving elevated exposure through brand-led campaigns

Paid media evolved from a tactical afterthought to a core lever in the company’s commercial success.

The Takeaway

This work highlights my philosophy: media is both performance & brand, you have to speak both languages fluently to grow. At Fear of God, I proved that paid media can simultaneously scale revenue and protect luxury equity, ensuring growth today while building brand value for tomorrow.