The Right Hairstyles & HairHunt App
Marketing Retainer & Fractional CMO Support
Transforming The Right Hairstyles from an SEO-led media platform into HairHunt, a scalable BeautyTech ecosystem and hair super-app
A year-long fractional CMO engagement helping The Right Hairstyles evolve from an editorial platform into a broader hair-tech business. From brand and marketing strategy to acquisition and daily execution, we work as an embedded part of the team shaping what the business becomes next.
(Problem)
The Right Hairstyles had spent more than a decade building a strong editorial platform and a substantial organic audience. But the business model was still heavily tied to search traffic and content monetisation, while the next stage of growth required something much bigger than another marketing channel.
The opportunity was to turn years of audience knowledge and authority in hair into a product people could actively use.
That meant answering several questions at once: what role should the existing platform play, what should HairHunt become, who exactly was the product for, how should the two brands work together, and how could the company build new revenue streams without losing the equity it had already created?
There was also no internal senior marketing function connecting brand, product, content, acquisition and commercial growth into one direction.
(Solution)
We joined the business as an embedded fractional CMO, working across long-term strategy and the decisions being made by the team every week.
The engagement started with the strategic foundation: a multi-year vision for The Right Hairstyles and HairHunt, brand architecture, positioning, audience profiles, brand philosophy, messaging and communication strategy.
From there, the work moved directly into product. We developed the strategic concept for HairHunt as a broader hair-tech product and worked closely with the product team on how that vision should translate into the app, web experience, onboarding, monetisation and customer journey.
Growth is managed as an interconnected system rather than a collection of isolated campaigns.
The scope includes
brand positioning and consistency across touchpoints;
customer acquisition through Meta, SEO, and organic content;
Reddit and PR experiments;
lifecycle marketing;
landing pages and conversion flows;
app-store presence;
social media;
content and blog strategy;
continuous testing of new acquisition opportunities.
Alongside B2C growth, we have also worked on new commercial directions, including a B2B product for salons, its proposition and lead-generation approach.
The role is highly operational.
On any given week, the work can move from reviewing paid acquisition performance and refining a paywall to directing a new content cluster, challenging an onboarding decision, reviewing SEO priorities or working with the product team on the next HairHunt release.
(Results)
The Right Hairstyles has moved from operating as an content platform toward
a product ecosystem with a clear long-term brand direction, a live consumer app
