1 - Objective:

At Old School Labs, a 7-figure sports supplement brand, the objective was to develop and implement a comprehensive growth marketing strategy to profitably increase revenue, reduce customer acquisition cost (CAC), and increase customer lifetime value (LTV).

2 - Strategy:

A - Acquisition:

• Data-driven approach: Set up benchmark KPIs, prioritizing CAC as the north star metric. Analyzed historical data to identify hero products optimal for acquisition based on CAC, profit margins, and LTV.

• Ad Campaign Structure: Structured paid social ad accounts and campaigns for optimal performance, in line with best practices.

• Creative Pipeline: Built pipelines to incentivize, brief, organize, and receive high-quality user-generated content (UGC), influencer content, and professionally-produced content for use across organic and paid channels.

• Landing Pages: Developed a landing page strategy to optimize conversion rates from incoming paid traffic.

• Influencers: Implemented a strategy which focused on working with influencers with high-quality audiences to maximize brand awareness, relevance, and sales conversions.

• Ambassador Program: Developed a strategically incentivized ambassador program emphasizing community-building and brand loyalty.

B - Retention:

• Email & SMS: Set up strategies including creative, offers, cadence, and list targeting for campaigns and key flows.

• Mobile App: Strategized a branded shopping app to enhance the mobile shopping experience and increase customer repurchase rate and lifetime value.

3 - Execution:

• I conceptualized campaigns and ads, and managed their execution: from setting the vision, all the way to writing briefs, scripts, and marketing copy.

• I searched for, recruited, and worked closely with contractors and agencies who handled tasks in areas like paid media, email marketing, conversion rate optimization, landing pages, graphics and video, etc.

A - Ads

• Implemented and optimized ad campaigns on Facebook and Google, working closely with agency partners and contractors.

B - Landing Pages:

• Collaborated with designers, web developers, and agency partners to build and test landing pages to consistently improve conversion rate.

C - Influencer and Ambassador Programs:

• Managed the influencer strategy: scouted rising influencers, established systems for team members to scout candidates, structured collaborations, negotiated deals, and managed relationships.

• Oversaw the ambassador growth strategy and program.

D - Email & SMS:

• Executed email and SMS strategies, collaborating with internal team members and agency partners to implement campaigns and flows.

E - Shopping App:

• Collaborated with the internal team and Tapcart to design and build the brand’s app. Promoted the app through strategic campaigns and placements on the brand’s website, ads, email, and social media.

4 - Results:

• Profitably achieved a 175%+ increase in revenue year-over-year.

• Reduced CAC by 3x.

• Increased customer repurchase rate and LTV, achieving a best-in-class CAC:LTV ratio of 4.5+.

• Maintained a return-on-ad-spend (ROAS) of 3+ on ads.

• Influencers and ambassadors contributed over 30% of total revenue.

• The influencer and ambassador team grew to over 2200 members.

• Key influencer collaborations significantly built brand awareness and relevance.

5 - Tools Used:

• Shopify, Lifetimely, Meta Ads, Google Ads, Klaviyo, Triple Whale, Google Analytics, Grin, Dovetale, Affiliatly.