Growth Advisor

Lillie's Q

Brought in to advise on omni-channel marketing strategy, conducting deep consumer research and overseeing a full e-commerce redesign and replatform for the leading premium BBQ sauce brand.

Role

Growth Advisor

Category

CPG

Company Stage

Growth Stage

DISCIPLINES

Consumer ResearchBrand StrategyE-CommerceDTCGrowth Strategy

THE BRIEF

A well-loved BBQ brand with strong retail presence but limited understanding of its core consumer and an underperforming DTC channel. The business needed to get closer to the customer, understand real purchase occasions, and build a digital strategy that could grow direct sales alongside retail.

WHAT WE DID

Consumer Research

Conducted a large-scale quantitative study to identify consumer attitudes, behaviors, and segments; followed with qualitative interviews to uncover category opportunities.

Brand Strategy

Advised executive team on brand positioning and consumer-led growth opportunities.

E-Commerce Replatform

Led RFP process and managed the web agency through a full platform migration and site redesign.

Marketing Stack

Developed strategy and recommendations for email marketing, DTC acquisition, retention, and conversion.

Retail Strategy

Identified opportunities to increase awareness and improve retail sell-through.

THE OUTCOME

A clearer consumer segmentation, a new e-commerce platform purpose-built for DTC growth, and a marketing stack strategy positioned the brand to grow direct revenue and improve retail efficiency simultaneously.