Barebones Living:

A Path to Revenue

SUMMARY

“You can’t manage what you don’t measure.” – Peter Drucker

Without delivering on vital key performance indicators, how can you be confident in your brand? It’s surprisingly uncommon to find brands measuring metrics that matter. The digital revenue channel easily and immediately affords companies an opportunity to tie emotional connections, brand perception & engagement to quantitative metrics, i.e. traffic, conversion, sales, and profitability.

THE CHALLENGE

Following positive yet limited market validation on brand repositioning, I was asked to develop a digital direct to consumer strategy that would provide empirical evidence to shareholders that the approach is viable, scalable, and profitable.

My Role

Director of Digital Marketing, Revenue Strategy

• Architected and implemented an integrated digital marketing strategy that emphasized firm commitments to content marketing, lead nurturing, SEO optimization, and strategic efforts in paid acquisition channels
  

• Created a comprehensive brand calendar that delivered engaging (converting) content experiences across digital channels. Worked closely with the creative team to ensure content aligned with brand positioning, product promotions, and the customer segments identified
  

• Established and led go-to-market strategy for new products, including positioning, oversight on planning, content marketing, product imagery, promotions, and product copy
  

• Managed strategy and budget for all eCommerce partners including technology, creative, media buying, paid promotions, and brand ambassadors ensuring all partners and services contributed to to meeting business objectives
  

• Led the launch of a new eCommerce platform (Craft) which provided simple, flexible content management, and greater control of promotions and product catalog
  

• Evaluated new platforms/technologies and determined their role in overall digital strategy, implemented automated product reviews and ratings, embedded UGC, digital gift cards, and enhanced sales and discounting features
  

• Ownership and management of the digital customer experience, define development roadmap including technical structure, design, content, navigation, information architecture, performance, and functionality to drive growth

my process

I. Strategic Development

II. Evolving the Customer Journey

III. Connecting Experts to Revenue Tactics

IV. Delivering Revenue

I.

Establishing Benchmarks & Targets

Benchmarks

Targets

Revenue

2.2x

Revenue SHARE

10.7%

|

traffic

2x

THE BIG IDEA

Invite everyone into a consumer-brand relationship that will inspire them to spend time outside and empower them to actively pursue a transformative outdoor experience through our inspiration, provisions, and expert guidance.

THE FOUR CORNERSTONES

Publishing

Expand our reach, create awareness, provide value outside
of promotional offerings

Automation

Enable us to scale and achieve rapid revenue growth

Content

Elevate our brand, our partners, and present how product authentically fits into their lives

Segmentation

Deliver more targeted (and relevant) content that’s unique to our customer needs

TACTICS

Primary

Email
SEO Optimization
Facebook Ads
Display Ads
CPC

Secondary

Product Reviews
Platform Enhancements

III.

Connecting Experts to Revenue Tactics

IV.

Delivering Revenue

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