This anonymized beauty brand brought on January Consulting to completely rebuild their marketing approach to drive improved financial performance and accelerated growth. The team needed to establish ways of working that fully integrated social, creative, DTC, retail and wholesale teams to ensure they had the internal infrastructure to support key growth and strategy initiatives.
Through a combination of our January Consulting and January Digital teams, we identified a new internal team structure to support a new marketing approach and growth strategy for the business. Our team then began building a new DTC and retail planning process that fully integrated brand and performance media for optimal results. Once we established new ways of working and internal processes, we relaunched key categories with new media strategies that took larger, international risks to drive brand awareness and overall company growth.
January Consulting was able to establish efficient ways of working and onboard two business leaders in the organization without compromising the momentum and progress of our strategy work. By implementing our recommended internal structure and marketing strategy, the business successfully launched brand campaigns with key retailers and saw double digit YoY growth in category sales. Additionally, January Consulting delivered robust owned media audits and strategy recommendations that resulted in double digit growth in repeat purchase rate at DTC.