Project Description

Measuring Digital Transformation

Ecommerce & Amazon Performance Strategies

The Challenge

The blending category recently enjoyed explosive growth. New competitors at the high end and low end brought creative solutions and marketing campaigns that out-performed stable, well-known veteran brands in the category, stealing market share and shifting consumer loyalty, proving that disruption always wins.

The Strategy

Start with your objectives. By quantifying objectives and assigning appropriate measures and milestones, everyone aligned on the accomplishments. For example, early stages of the transition for one brand required more time & investment increasing web visits and building a database for effective remarketing. Once the database targets were accomplished, then the team moved on to remarketing & the metrics shifted to more traditional ones, such as revenue and margin. Establishing a scorecard keeps everyone on track and provides an effective at-a-glance view of progress. Further, it provides the team an opportunity to celebrate their accomplishments before moving on to the next challenge!

The Results

The digital scorecard is used daily by the management teams to stay on course. Revenue has grown at a 38% CAGR.

Endorsements

Mary Ann helped to orchestrate the launch of 26 independent brands, with new creative, on a new e-Commerce platform, in just 9 months – an incredible demonstration of leadership and vision.

Rich Lyons , Capgemini

I would highly recommend Mary Ann for any organization looking to transform and take the next step toward digital transformation.

Rich Lyons , Capgemini

Mary Ann’s expertise, marketing acumen and ability to work hands-on helped foster success— by building cross divisional teams within the organization, validating the multi-channel marketing approach, and providing the long term strategic and product vision.

Bryan Janeczko, Loeb.nyc

Mary Ann was both the visionary and the operating executive who delivered on new growth platforms and future-oriented businesses for the company.

Mike Docherty, NextBig

If you want a no-nonsense approach with a truly forward-thinking consultant, Mary Ann is best in class!

Jessica Bolger, Director Product Insights, Drinkworks (an ABInbev & Keurig JV)

Mary Ann expertly and consistently inspired the team to expand their thinking about the brands and helped guide us on the journey to clearly define ownable foundations for what they stood for, what needs they served and their unrealized potential.

Lisa Cody , Twin-Star International

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