← All work
06 · DTC fitness · Launch operations
the dna of a
product
launch
As Director of Go-to-Market Operations, I owned how every launch, restock and promotion got out the door, on every channel. More than nine in ten went out on schedule.
ON-TIME LAUNCH RATE92%Of all launches, including restocks and promos,
went out on schedule.
AVERAGE WEEKS12From first planning to launch week.
CHANNEL DEPTH4Includes DTC, Amazon, paid and retail.
planning
and execution
01
Every launch ran the same path, about 12 weeks on average. I owned the front end, preparation and alignment, where the plan gets set. From there it moved to creative, then to the DTC and Amazon teams for launch week.
THE LAUNCH RUNWAY01PreparationGTM
12 wks out 02AlignmentGTM + creative
04ExecutionCreative + GTM + channels
05Launchgtm + channels
Week 0 06Post-launchgtm + Customer service
Week 0+
One
TEAM
EVERYONE WORKED FROM THE SAME TIMELINE
keeping The
rhythm
02
A launch plan falls apart if the weekly work slips. I ran the calendars and trackers that kept creative, channels and retail on the same dates.
Six weeks of one campaign, on one calendar
W1W2W3W4W5W6MilestonesEmailSMSSocialPaidSite
130Dated sends
and deadlines
233Ad assets briefed
in 22 weeks
Recreated from a mid-2025 launch calendar.
Bigger dots mean a busier week.
What
changed
03
→Launches hit their dates
92% of launches, restocks and promos went out on schedule.
→One path for every launch
The same 12-week runway for DTC and Amazon, with a named owner at every handoff.
→Retail became a real channel
Launched into three national retailers, with the digital side handled end to end.
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