Sep 2016 - Aug 2019 

MYCHANIC [DELK]

Director of Marketing + eCommerce

Work Lights. Shop Stools. Booster Cables.

12 thoughtful, feature-rich, and well-built products for the at-home auto enthustiast.

Work Lights. Shop Stools. Booster Cables.

12 thoughtful, feature-rich, and well-built products for the at-home auto enthustiast.

Launch Goals + Campaign Strategy

Year 1 Revenue Goal:$3.3M (DTC + Wholesale)

Ad Budget:$375K

Objective: Successfully launch MYCHANIC as a garage essentials brand for the at-home auto enthusiast by building brand equity in all consumer touchpoints including public relations, advertising, social media, and sales experiences.

  • BUILD CREDBILITY

    Position the brand as an authoritative, innovative and credible source of garage essentials.

  • BUILD AWARENESS

    Market expansion by targeting enthusiast niches -- leveraging relevant channels and tailored assets for each niche.

  • BUILD SALES

    Achieve eCom revenue goal and support sell through at all retail partners.

  • BUILD LOYALTY

    Create a customer experience that turns customers into fans. 

1 4

Campaign Activations

  • 200 Broadcast Spots

    3 National Networks

  • 5 Show Integrations

    6 Networks
    38 Airings

  • PPC

    Meta
    Google
    Amazon

  • 12 Content Creators

  • 30 Print Ads

    7 Publications

  • 9 Events

    9 Tradeshows, Including
    AAPEX/SEMA

Sales Channels

  • MYCHANIC.com

    Brand website served as a hub for DTC, Retailer Lookup, Media Content and Resources, and Customer Support.

    2018 Statistics:

    • 90K Site Visitors
    • 5% Conversion Rate
    • 22% Return Customer Rate
    • 1 in 7 Customers Left a Review

  • Amazon

    Optimized with:

    • PPC
    • Review Seeding
    • Post Purchase Review Invitations
    • Listing Pages

    View Amazon Shop and Detail Pages

  • Retail Partnerships

    Placements at retailers across the country.

MYCHANIC initially struggled to gain traction on Amazon.

Task: Identify challenges and build strategy to address.

Action: 

  • Research: Discovered 75% of shop stool sales were under $45, while MYCHANIC's niche was $100-$150 feature-rich options.
  • Collaboration: with engineers on a $65 entry-level stool. Optimized packaging to stay within Amazon’s 18” length for standard-sized items —protecting $6.58 per unit.
  • Launch: (1) Developed assets that conveyed the value and competitive differentiation. (2) Seeded listings with early reviews. (3) Coordinated influencer campaign and PPC (focus on Product Targeting) to drive traffic.

Results: (1) The stool hit Amazon’s Top 10 within weeks, despite the higher price point. (2) Became our #1 fastest mover on Amazon.

Media Assets

$40K Shoot For Broadcast, PPC, and Web Assets


:30 and :15 Spots • 4 Product Videos • A Robust Photography Bank


The majority of our budget was spent on the expert videography and photography crew.


Through relationships nurtured through tradeshows, I secured vehicles, locations, and talent familiar working on vehicles for authenticity.

Broadcast Campaign

  • 9 Month
  • 200 Spots
  • Amplified During Father's Day and Holiday

Show Integrations

  • 5 Shows
  • 6 Networks
  • 38 Airings

Earned Media & Influencer Partnerships

88 Placements in 18 Months
1 4

The majority of our influencer partnerships were done purely for product trade and out of genuine enthusiasm for our products.

Print Advertising

30 Placements • 7 Publications • 10M Impressions

Our primary market niche within the auto enthusiast market was the classic car enthusiast.

The average customer:

  • Age: 55-65
  • HHI: $125 - $250K (or comfortably retired)
  • Project Car: $40-70K = Dispensable Income

Traditional print advertising in niche publications was a targeted and affordable advertising activation, and provided recurring impressions within these niches.

Our primary market niche within the auto enthusiast market was the classic car enthusiast.

The average customer:

  • Age: 55-65
  • HHI: $125 - $250K (or comfortably retired)
  • Project Car: $40-70K = Dispensable Income

Traditional print advertising in niche publications was a targeted and affordable advertising activation, and provided recurring impressions within these niches.