BYOMA X TARGET
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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