Through a fractional marketing leadership client engagement, our Co-Founder and fractional CMO Consultant, Will Alexander, developed and led an ecommerce and marketing strategy for a group of licensed recreational cannabis retail brands that increased their ecommerce revenue by over 12.5X and laid the foundation for their ongoing marketing programs.
Our fractional CMO consultant was approached to take control and evolve marketing for the organization and three brands within. The primary goal was to increase company revenue through their ecommerce sales channels to offer a comprehensive and profitable omnichannel experience for customers. The total scope of the engagement was focused on developing and implementing a strategy with full marketing support.
Over a 15-month period, our fractional CMO gained a comprehensive understanding of the client’s business and goals and developed a strategic action plan to guide marketing, ecommerce, and digital transformation for the organization. The process started with an in-depth discovery and data analysis of existing marketing and ecommerce business practices and goal-setting to put a strategic plan in place to build the foundation to drive ongoing growth.
Key focuses included driving more qualified traffic and revenue through the client’s online sales channels, resulting in considerable increases in ecommerce conversion, average order value, units per transaction, and purchase frequency rate among other KPIs.
The incremental traffic and revenue came through both organic and paid strategies and tactics. Our fractional CMO managed both new and existing external partners to optimize SEO and paid advertising, ensuring KPIs and marketing efficiency ratio metrics were tied to profitability resulting in a true return on investment to the client. Paid marketing channels included programmatic digital display advertising, age-gated print and out-of-home advertising, retail marketing materials, and influencer marketing.
Additionally, our fractional CMO developed and implemented a CRM marketing strategy for the client that focused on driving customer loyalty and retention through Email and SMS marketing channels. This included a platform migration and technical stack integration, leading the creative designs for content, reporting, and creating multiple automated marketing workflows to increase both revenue and customer engagement with the brand. Our fractional CMO was also able to provide the client’s leadership team with a deeper understanding of their customer’s data by focusing on new vs existing customer LTV, acquisition, and other KPIs including revenue per subscriber and revenue per message sent.
With a lack of in-house creative resources, our fractional CMO enlisted the Delusional creative team to help elevate the brand identity for each of the brands under the client’s portfolio. Working closely and providing direction to the creative team, our fractional CMO was able to lead the evolution of three unique visual brand identities that laid the foundation for marketing asset and apparel design in addition to setting the tone for each brand’s social media and content strategies moving forward.
Once the client had the established marketing and ecommerce strategies and ongoing programs in place they were well on their way to reaching their goals. At this point, our fractional CMO worked with them to start building an internal team to continue the work in ecommerce and marketing. Our fractional CMO remained in an advisory role to complete the transition to the new in-house personnel and continue mentorship of that individual as the engagement concluded.
