Situation
Through many executive leadership changes, conflicting business decisions and activist investor pressure, this internet pioneer had lost its core identity and purpose. Marketing efforts were only in service of short-term gains.
Global eCommerce Company
Corporate Strategy
Services
Brand experience audit – A complex multi-leveled audit uncovered key brand experience challenges and opportunities for the business.
Strategic vision setting – Using the audit as a backbone, a vision was developed to influence areas of the business and brand alike.
Stakeholder socialization – The vision was integrated with other key business strategy pillars, company values, and objectives and socialized up to executive leadership and the board, and across to the global employee base.
Integrated marketing – The work connected upstream strategy to downstream market communications within four key global markets and dozens of campaigns.
Impact
Client outperformed revenue projections in Q2 - Q4 2020. Strategic vision has influenced everything from business partnerships to product development and customer experience to employee relations.
Scope increased by 1,000% achieving record growth in the most industry-challenged year.
What I Did: I contributed to the global vision development and socialization, and I led the marketing strategy team for the company’s largest market responsible for 14 campaigns and projects in 2020.
What I Learned: A great marketing partner is a steady hand in tumultuous times.