American Rhino
American Rhino is a purpose-driven fashion brand dedicated to supporting wildlife conservation and local communities in East Africa. Founded in 2016, the brand was inspired by a passion for Kenya’s wildlife and landscapes. American Rhino donates 10% of all proceeds to the American Rhino Foundation, which funds critical conservation efforts and community projects in Kenya, including anti-poaching initiatives in the Maasai Mara National Reserve. Over 95% of American Rhino’s collection is crafted in Kenya, using ethical, Fair Trade partners that help empower local artisans while supporting sustainable practices.
Through partnerships with organizations like The Safari Collection, American Rhino has directly supported the Maasai Mara Rhino Rangers with grants for essential equipment, such as patrol vehicles and radios. Every purchase from American Rhino helps fund these vital conservation efforts, making customers active participants in protecting Africa's wildlife and supporting local communities. With a focus on education, sustainability, and community empowerment, American Rhino is more than just a brand—it’s a movement for positive change.
MY IMPACT ON AMERICAN RHINO BELOW
My Impact on American Rhino
As Director of Brand Management at American Rhino, I played a key role in driving the brand’s growth and elevating its mission of supporting wildlife conservation. I led a team of 20 associates across five store locations, optimizing brand performance while maintaining a steadfast commitment to quality and customer service. By implementing strategic inventory management practices, I improved our stock accuracy, reduced discrepancies, and strengthened operational workflows, which directly contributed to a 43% increase in profit margins.
In addition to streamlining day-to-day operations, I spearheaded the development of a return platform, making online fulfillment more efficient while simultaneously reducing transaction disputes and chargebacks. Collaborating closely with cross-functional teams, I utilized customer data to refine product offerings, which resulted in higher satisfaction and loyalty rates. Beyond operational improvements, my leadership was instrumental in advancing the American Rhino Foundation’s mission. I successfully secured and distributed five impactful grants to support critical initiatives in Kenya, including the Maasai Mara Rhino Rangers, Laburra Primary School, and Rhino ARK, which helped safeguard wildlife and support local communities.
One of my standout accomplishments was organizing the “Safari in the City” auction, which I executed independently. This event was a massive success, raising significant funds for conservation efforts and underscoring American Rhino’s dedication to creating a tangible impact on the ground in Kenya. By leading with purpose and a focus on sustainable growth, I was able to not only drive revenue but also create a meaningful legacy for both the brand and the communities we serve.
During my time at American Rhino, I had the opportunity to travel to Kenya four times, where I was deeply involved in the entire process of creating products. Working closely with manufacturers, the designer, and the COO, we carefully selected new lines and developed everything from apparel to our incredible sneakers—all made in Kenya. This experience allowed me to truly understand where the funds from the American Rhino Foundation went and the tangible impact we were making on both local communities and wildlife conservation.
Below are some photos of the store space, along with some incredible photoshoots we've had the privilege of capturing.
