Position and Company :
VP Marketing, WOOX
Period :
2021 - 2023
Results
• Increased e-commerce sales 110%, delivering the company’s highest revenue year in history.
• Raised B2C Average Order Value 23% while managing U.S. assembly and distribution to achieve the lowest labor costs on record.
• Led the most successful new product introduction in company history — entire year’s inventory sold out in 45 days.
• Launched content-first initiative that reduced reliance on low ROI social media, improved search rankings, and drove sustainable website traffic.
Challenges
Generate interest in a new, one year old company producing premium products for a niche market. A minimal budget, leadership with a low tolerance for anything outside of social media, products that could not be advertised on social media or search engines.
Solution
The company's premium products appealed to high net worth consumers, a demographic that consumes traditional media over social media. Advertise in premium print publications with distinctive, unexpected creative.
Introduce pricing tiers with products that turn consumers that aspire to purchase into customers and fans for life.
Lean into content to affect search engine rankings and organic growth.