Fractional CMO

Wood Veneer Hub

Engaged by founding leadership to bring executive oversight to the global brand, optimizing paid media, rebuilt retention marketing, and launching new growth channels.

Role

Fractional CMO

Category

Home Improvement

Company Stage

Growth Stage

DISCIPLINES

Paid MediaLifecycle MarketingE-CommerceDTC

THE BRIEF

An established global brand and product leader facing increasing competition. Paid media had become inefficient and retention was significantly underdeveloped, the brand was leaving repeat revenue behind while overspending to acquire new customers.

WHAT WE DID

Paid Media

Audited and reallocated the paid media budget across Meta and Google, improved creative testing cadence, and reset performance benchmarks.

Lifecycle Marketing

Built retention strategy from scratch including segmentation, automation, and email sequencing targeting first-time and returning buyers.

New Channel Testing

Launched direct mail to lapsed and high-value buyers; tested affiliate and loyalty programs as demand diversification.

Reporting

Established retention KPIs and a performance reporting framework tied to contribution margin, not just top-line.

THE OUTCOME

ROAS improved 15% and CPA dropped 19%. First-time buyer conversions increased 18% and returning customer rate improved 13%. New channels expanded the demand engine beyond paid social and search.