Fractional CMO

Roam Luggage

Engaged by the founding team, ex-Tumi founders and executives, to rebuild the only fully customizable, made-in-USA luggage brand to rebuild the brand for its post-pandemic resurgence.

Role

Fractional CMO

Category

Luggage

Company Stage

Early Stage

DISCIPLINES

Brand StrategyDTCPerformance MarketingE-CommercePaid MediaLifecycle Marketing

THE BRIEF

With travel rebounding, the product was genuinely differentiated but the brand lacked strategy. Acquisition costs were inefficient and marketing was tactical without a full-funnel approach, leaving significant growth on the table.

WHAT WE DID

Brand Strategy

Shifted the narrative from product specs to emotional storytelling, positioning Roam around meaningful journeys rather than luggage features.

Full-Funnel Rebuild

Restructured digital acquisition across paid social, search, email, affiliate, podcast, print, PR, and influencer.

E-Commerce

Led platform overhaul to improve conversion and the purchase experience.

Partnerships & PR

Executed the brand’s first artist collaboration with a leading female tattoo artist, generating earned media and expanding cultural reach.

THE OUTCOME

Revenue grew more than 500% and CPA dropped 30%. E-commerce conversion improved 30%. A new multi-channel demand engine replaced a fragile single-channel approach, and the brand entered its strongest growth period since launch.