A mid-market retail brand's demand generation had plateaued. We rebuilt the marketing strategy from the ground up — and stayed through execution.
Sector
Retail & E-commerce
Size
Mid-market (~$180M revenue)
Region
North America
Engagement Type
Marketing Strategy & Transformation
The playbook stopped working. CAC was up 40% in 18 months. The team was executing harder and getting less.
The marketing team was skilled and hardworking — but executing a strategy that no longer reflected how their buyers were behaving. AI-driven discovery was changing where and how customers found them. Their attribution model was missing major parts of the buyer journey. And their content strategy hadn't evolved for the new reality of AI-assisted research.
They didn't need new creative. They needed a new strategy — and someone to help them execute it without losing momentum on what was still working.
Audited the complete marketing operation — channels, attribution, content, spend allocation, and conversion data. Conducted buyer journey research with 20 recent customers to map actual discovery and decision behavior. Identified attribution gaps hiding the true performance of organic and content channels.
Rebuilt the demand generation strategy around the actual buyer journey — significantly higher investment in content and SEO, restructured paid media focused on bottom-of-funnel efficiency, and a retention program designed to increase customer lifetime value rather than perpetually replace churned customers with expensive acquisition.
Built the implementation roadmap with sequenced priorities, budget reallocation plan, team capability requirements, and a measurement framework. Stayed through the first two quarters of execution to ensure the strategy was implemented correctly and adjusted based on early results.