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Ryders Eyewear - Go To Market & Positioning

Introducing a new premium lens technology to the US & European market.



After Ryders Eyewear was acquired by eyewear goliath Essilor, the brand made a significant shift from a 'high value, bang for buck' brand to a much more innovative premium brand. The FYRE Lens was (and still is to this day) the most high performance sunglass lens on the market - it packs 5 different technologies into one lens, transitioning from clear to full tint in under 8 seconds.


As the eCommerce & Digital Marketing Manager Fraser developed and executed a go-to-market strategy that targeted specific regions in the US & Europe. With distinct messaging and key partnerships, he successfully positioned the product as best-in-class. The strategy significantly elevated brand perception and drove customer engagement to new heights. With a $xxx, xxx budget, he deploying a wide variety of digital marketing tactics that resulted in 3 FYRE SKU's being top earners for the B2C channel. Further, Fraser supported the sales team (22 reps) and international distributors with their B2B requirements - the FYRE lens launch landed the brand in 43 REI locations. Progressing to become the Marketing Manager, Fraser continued to drive and support the FYRE Lens both online and in retail.


Here are a few of the technical product resources that Fraser implemented during the launch of the FYRE Lens in both the US and European markets.



Technology focused product animation


The FYRE lens was reviewed endlessly - Fraser seeded product across an assortment of media partners, athletes and influencers...



A temporary microsite to highlight the lens technology
Designed to be used as vertical backdrops in a trade show booth, these images feature a combination of professional athletes and models.


Website skins - media partnerships in Cycling (bike magazine, pinkbike, nsmb, dirtrag, etc.) and Outdoor (backpacker, gearjunkie, runnersworld, outside online, etc.) were leveraged as a channel to drive traffic, awareness, and conversion.












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