Portfolio of Dorothy Ivy C. Magday
Marketing manager. Fashion, healthcare, luxury, beauty, and a brand of my own.
Portfolio
Dorothy Ivy C. Magday
Marketing manager. Fashion, healthcare, luxury, beauty, and a brand of my own.
About me
I'm a marketing manager based in San Francisco. Filipina and European, raised by a single mother, and I bring both grit and grace to every brand I touch.
I have run marketing for a fashion e-commerce store, a healthcare group and a luxury commercial builder. On my own time I built case studies for Nike, Sanrio and The Ordinary, with the strategy, the campaign, the collaterals and, for Nike, the forecast model. Then I built a brand of my own from nothing: perfume, candles and jewelry, sourced, designed, shot and sold.
What I want next: a marketing role on a team that ships. Give me a brand and I will build its world.
From my resume
Six years across marketplaces, wholesale and professional services, with a team of six behind me. The numbers, the paper, the toolbox.
Work
Same kind of job, three completely different worlds. Here is what I did in each, in plain words. Follow the road.
My longest post. I ran the Amazon and Walmart storefronts end to end: listings, pricing, fulfillment, account health, customer service and the numbers behind all of it.
Receipts: Amazon Seller Central and Walmart Seller Center
Home care is a trust business. I built the brand for Helping Hands Senior Services, an HHRG affiliate: the brochures, the flyers, the print campaign, all designed in-house and taken to the Bay Area. Client details stay private under HIPAA, so what you see here is the work I designed.
The brochure, page by page
My most recent post, at Cody Vermette Group. The client work is under NDA, so here is what I ran rather than what I can show: the website, Instagram and LinkedIn, written, designed and kept alive by me. Photo and video shoots, some shot by me, the rest directed. Client events, work events and vendor management. The giveaways, merch and swag. The RFP responses.
Fortitude: our skilled workers teaching the next generation carpentry
Press I placed: San Francisco Business Times, People on the Move
Channels I ran
Case studies
Nobody asked for these. I picked three brands I love and did the whole job: research, strategy, campaign, collaterals, and for Nike, the forecast model too.
Case study 01 · Nike
Nike isn't losing to the market. It's losing the runner. A 12-month campaign that wins runners back through local crews and turns them into members who buy direct.
"I didn't leave Nike. I followed my run club."
The insight behind the campaign. Runners pick shoes because of who they run with.
Run the route
The route maps from the campaign site, with everything they do there: pick a route, start the run, scrub along it, set your pace, tap a landmark.
Revenue Lab
The live dashboard behind the case study: revenue, margin, the regime break, the forecast and the scenario sliders. Move a slider and the charts move with it.
Case study 02 · Sanrio
Record profits, and the stock still fell 18.5% in one day. North America leans on Hello Kitty for 57% of licensing profit. The campaign: let people find the character who is actually them, in a pop-up house with seven rooms.
Room 01
"Bad but cute."
Muffin, the new friendFind your friend
Take the quiz right here. Answer a few questions and meet the Sanrio friend the pop-up would send you to. It is the same build the campaign used.
Case study 03 · The Ordinary
The brand sells chemistry. People buy answers. Seventy-one products and no guided path from a concern to a routine, so beginners abandon the cart. A fifteen-question quiz turns the shelf into one answer.
Pick a kit. Three real products in routine order, one add-to-cart.
Three campaigns, one year
Also on my own time
Personal project · interior design
A sample proposal for an interior design group: the brief, the concept, the layout and the review, laid out the way a client would receive it.
My brand
I wanted to know what it takes to build a brand with nothing. So I built one. Flip through the issue.
Dovy Copley
The Issue · No. 01 · San Francisco
Indulge in luxury, without the price tag
Editor's letter
I wanted to know what it takes to build a brand with nothing. So I built one. Perfume first, because the high cost of luxury always felt like a door closed on people like me. Then the candles. Then the jewelry.
Dorothy
Market days. The whole collection on one table, and the conversations that taught me what sells.
The scent edit
TerraneAfter Terre d'Hermès. Orange and grapefruit, flint and pepper, vetiver and cedar.$35
MystiqueAfter Versace Crystal Noir. Ginger and cardamom, gardenia, sandalwood and amber.$30
FlorissantAfter Miss Dior Blooming Bouquet. Mandarin, peony and Damask rose, white musk.$35
DéliceAfter Jo Malone English Pear and Freesia. Soft, bright, pear and petals.$35
VagabondAfter Byredo Gypsy Water. Juniper, lemon and bergamot, incense, sandalwood.$45
ExquiseAfter Dior J'adore. Pear and peach, jasmine and rose, musk and cedarwood.$35The scent edit
PuretéAfter Dior Diorissimo. Green leaves, lily of the valley and jasmine, sandalwood.$35
ÉlanAfter Dior Sauvage. Fresh, peppery, woody.$30
ÉclarluxeAfter Baccarat Rouge 540. Saffron and jasmine, amber wood, cedar and fir resin.$50
BravoureAfter Creed Aventus. Bold, fruity, smoky.$50
AigueAfter Acqua di Giò. Marine, citrus, clean.$30
RéverieAfter Byredo Rose of No Man's Land. Pink pepper and Turkish rose, raspberry blossom, papyrus and amber.$45Inspired by the icons, made in small batches, 8 to 12 hours of wear.
Therapy by DC
A three-in-one. Soy wax with shea butter, coconut oil, vitamin E, jojoba and almond oil melts into a warm lotion and a silky massage oil. One jar, three rituals.
Therapy by DC
LumineChampagne, ripe fruits and honey. The celebration one.$40
RevivaLemon and eucalyptus. The reset one.$40
SereniqueChamomile. The wind-down one.$40
SolaceLavender. The sleep one.$40Worn by the founder
Sylvia$40
Sylvia, silver$40
Beatrice$20
Beatrice, silver$20
Cordelia$35
Cordelia, silver$35Worn by the founder
Winifred$25
Zerlina$20
Serena$25
Anastasia$35
Claudia$25
Belle$2018k gold plating, freshwater pearls, moissanite and genuine stones. Made for every day.
What people say
"It smells like golden petals and sun-warmed skin, radiant, soft and endlessly feminine. A scent that feels like being draped in pure light."Sandra H., on Exquise
"The lavender is so grounding, like actual calm in the air. I melt a little into my hands and rub it on my neck before bed."Rachel D., Brooklyn, on Solace
"The scent is spot on, light, floral and elegant, and it lasts longer for me. I feel like I'm wearing a beautiful memory."Leigh, Pasadena, on Florissant
Quotes from customers, as published in the brand's own emails.
Market days
Styled, shot and edited by me. Night markets, pop-ups and a lot of gift bags.
The inbox
Five Klaviyo flows I designed and wrote. Open one the way a subscriber would.
The inbox
Klaviyo certifiedDovy Copley
dovycopley.com
Made in San Francisco. Perfume, candles and jewelry.
On camera
Restaurants, beauty, tech and products. Press play to watch here, or open the post on Instagram.
How I think
Ten workflows I mapped for marketing, e-commerce and operations, grown into a reef. Each stem is a workflow. Click a medallion to open it, then drag and zoom.
Built with AI
These are things I shipped with it.
Game
A small, calm wellness game I built and launched with AI. Play it right here, or open it full size.
App
A launch planner for product marketers. Make the calls, see what happens.
App
Reverse engineers what made a video go viral.
Coming soon
App
A clear look at a deal before you commit. In progress.
Coming soon
Next step
Thirty minutes, your calendar, my coffee.
Pick a time here, or use the button above to open the calendar in its own tab.