Chief Marketing Officer

Hedley & Bennett

First executive hire to lead strategy, marketing, and operations for the bootstrapped culinary brand, building it into the leading name in culinary workwear.

Role

Chief Marketing Officer

Category

Apparel and Home

Company Stage

Early Stage

DISCIPLINES

Brand StrategyDTCB2BE-CommerceLifecycle MarketingPaid MediaOperationsLive EventsCapital Raise

THE BRIEF

The bootstrapped apron brand born out of professional kitchens, plateaued at ~$2M in revenue. Direct-to-consumer was underdeveloped, B2B sales had stalled, and there was no cohesive brand platform to build upon.

WHAT WE DID

Brand & Identity

Built the first brand strategy, identity redesign, and full website rebuild.

DTC Acquisition & Lifecycle

Scaled paid social and search, built lifecycle marketing from scratch, launched product drops and culture-driving collaborations including Vans, Madewell, Parachute Home, Topo Designs, Rifle Paper Co., Product(RED), World Central Kitchen and more.

B2B Sales

Built and led the B2B organization for restaurants, hospitality groups, and corporate clients.

Events & Partnerships

Brought brand to life with in-person events to celebrate chefs, cooking and the community and with partners including Diageo, La Colombe, Peroni and Le Creuset.

Capital & Operations

Led the first raise end-to-end, implemented ERP, CRM, and CX systems, and built and led a team of more than thirty with four agency partners.

THE OUTCOME

Revenue scaled from ~$2M to $30M+ in under three years. Traffic grew more than 1,000%. B2B pipeline grew from $0 to $1.5M and secured $3.5M to position for continued expansion.