BYOMA X TARGET

The BYOMA product launch at Target was a national retail activation designed to introduce a barrier-focused skincare brand to a mass consumer audience through in-store education and sampling. The campaign required tight operational discipline — balancing retail compliance, brand storytelling, and high-throughput consumer interaction across multiple markets.

As Tour Manager, I supported national field execution, ensuring consistent brand presentation and operational standards across Target locations while adapting to the realities of live retail environments.

Key Responsibilities & Impact:

• Managed field execution across multiple Target locations and regions

• Oversaw staffing, scheduling, and daily run-of-show in active retail environments

• Ensured compliance with Target operational standards and store-level protocols

• Coordinated inventory flow, sampling logistics, and asset management

• Maintained brand consistency while navigating varied store layouts and traffic patterns

• Acted as liaison between brand, agency partners, and on-site retail teams

Results:

• Delivered thousands of consumer touchpoints through in-store education and sampling

• Successfully launched BYOMA into a national retail footprint with consistent execution

• Achieved high engagement in high-traffic beauty aisles without disrupting store operations

• Reinforced BYOMA’s positioning as an accessible, science-forward skincare brand