case study
As Director of Marketing & Communication, I was a key team member on the Dormeo Octaspring launch in North America by Studio Moderna, a $1b international multi-brand company based in Europe with innovative wellness products that improve sleep. Marketing and operations work included: (1) building marketing department infrastructure, (2) developing and executing D2C multi-channel strategy and B2B2C sales support, (3) e-commerce websites with integrations, (4) and refining operational processes.
department infrastructure and d2c launch
After soft-launch groundwork and creative execution by European headquarters, I built the marketing department infrastructure for North America. To create brand recognition and product positioning, our D2C digital strategy included e-commerce (U.S. and Canada English/French), SEO, ad campaigns and social media focused on lead generation and retargeting. Offline strategy included telemarketing, print collateral, public relations, and consumer trade shows. Tracking and monitoring campaign performances with complex fine-tuning and optimization helped shape the launch. RESULT: D2C sales conversion were 29% higher than industry averages, and ROI goals were consistently met or exceeded.
b2b2c sales support and operations improvements
Support for b2b2c sales included in-store signage and promotions, trade shows, multi-channel co-op ads, website store locator campaigns, and the launch of an assets website for the sales team and retail partners. Operations improvements included initiating a push fulfillment system and nexus for e-commerce, collaborating on a proprietary app for order tracking, and setting up new direct mail and customer service procedures. RESULT: The marketing initiatives successfully supported brand awareness and sales for the roll-out to 500+ retailers across the U.S. and Canada. The assets management website resulted in faster advertising distribution and improved workflow for marketing requests, and direct mail changes saved costs and moved collateral faster. Changes to customer service helped build brand equity and reduced customer issues, while the push fulfillment and order tracking system reversed an initial backlog and reduced order-to-ship time by 20%.
