Grow faster with Proppel.
How we helped Jones Road build a high-performing creative and retention team in LATAM, saving over $400,000
Jones Road is a clean beauty brand founded by legendary makeup artist Bobbi Brown. Built on the philosophy of "less is more," the company offers high-performance, multi-purpose products designed to enhance natural beauty.
As it scaled, Jones Road faced the challenge of expanding its creative and retention teams efficiently, without compromising on talent or blowing the budget. Here’s how we helped them achieve it.
The Challenge
As a profitable, bootstrapped business, Jones Road scaled with discipline, prioritizing smart, strategic investments since launch.
As they grew, it became clear that the company’s next phase of scale would require significantly more creative and operational bandwidth, particularly in areas like ad production and lifecycle marketing.
Yet, like many high-growth DTC brands, the cost of building a US-based team at the required scale was financially prohibitive.
Without sufficient design, editing, and strategic retention support, opportunities in email and ads were left on the table.
At the same time, the brand wanted to take bigger creative swings across every channel in order to scale.
“One thing I’m learning very painfully is just how much creative is needed at scale... We had been under-resourced for creative and design support until now.”
Cody Plofker – CEO at Jones Road
The Solution
To meet these growing demands without overextending their budget, Jones Road partnered with Proppel.
In just a few weeks, we helped Jones Road hire six key remote team members:
👉 Two Graphic Designers
👉 Two Video Editors
👉 A Creative Strategist
👉 A Retention Manager
These hires brought immediate relief and positive impact across departments, supporting creative testing, ad development, and retention efforts at a fraction of the cost of a US-based employee.
“To say I’m impressed with the quality of the talent is an understatement... Their English is great, they’re working our time zones, and many have worked for top DTC brands and agencies.”
Cody Plofker – CEO at Jones Road
The Results
As a fast-scaling, performance-driven brand, Jones Road needed to build a lean, high-output team that could keep up with increasing creative and operational demands.
By partnering with Proppel, they were able to hire expert LATAM talent in a matter of weeks, unlocking the capacity to test more, scale faster, and take bigger swings.
The result: over $400,000 in annual savings, and a creative and retention engine built for the next phase of growth.
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Don’t just take our word for it…
“I've been super impressed by Proppel. We hired 6 great candidates to join our team. Not only does this save us a lot of money, but the quality and experience of our new team members is great and much better value than what we would get stateside."
Cody Plofker — CEO at Jones Road
