Dynamic Wax

B2B GROWTH + CREATIVE

Building a wholesale growth engine while creating consumer-facing content for a PFAS-free ski brand.

overview

Dynamic Wax needed more than content. As it prepared to enter wholesale, it needed two things at once: consumer-facing creative that could educate riders, and the underlying infrastructure to actually sell into retail. I owned the California wholesale channel end to end — research, playbooks, outreach, and field relationships, while shaping the brand's creative and content. The work spanned strategy, systems, and execution, not just asset production.

the challenge

The brand was expanding wholesale with no B2B foundation in place. Growth depended on solving several problems at once: educating consumers on product performance, building awareness in the snow-sports community, establishing professional wholesale materials, holding brand messaging consistent, and supporting retailer outreach. The goal wasn't content for its own sake — it was a scalable foundation for growth.

my role - wholesale & brand / creative strategist

I ran the wholesale channel and the creative behind it: built the B2B launch strategy and infrastructure from zero — target lists, buying-cycle research, competitive benchmarking, and the channel's outreach model; created retailer-facing materials and sales-enablement assets; developed benefit- and problem-led campaigns grounded in real customer pain points; and produced product demos, educational video, and on-mountain lifestyle content.

I tested two messaging paths to see what landed with riders — benefit-led (faster rides, better glide, spray-on convenience) and problem-led (slow boards, poor wax maintenance, mid-season performance decline). Running both let the brand evaluate which framing resonated rather than betting on one.

creative framework

results

70-shop CA wholesale universe

11 - competitor benchmark

Built and reconciled from zero across four regions (Mammoth, North Tahoe, South Tahoe, SoCal) — every shop scored for fit, with a prioritized shortlist tiered HOT / WARM / COLD for outreach sequencing

Full pricing & wholesale landscape, plus per-shop competitor-wax verification mapped across the entire universe.

24 field touchpoint, one trip

Complete B2B launch infrastructure

March 2026 -12 on-mountain rider interviews and 12 shop visits in Mammoth — generating both UGC and direct retailer intelligence for the 26/27 season. Currently in post-production.

Target lists, seasonal buying-cycle research, outreach model, competitive battlecards, and sample-kit program — packaged as a launch playbook.

Product demos

deliverables

Educational content

Problem/solution ads

Lifestyle photography

Creative concepting & production

Retailer marketing assets

Wholesale support materials

Full B2B growth strategy