BEEKMAN 1802
eCommerce Operator for a PE Backed Mid-Sized Beauty Brand
While serving as an executive in residence at D. Luxury Brands (PE firm), partnered with BEEKMAN 1802 to lead growth of their DTC channel to offset the declining growth of their direct response TV efforts. The engagement started with a full audit of their eCommerce P&L. With this ask my team took over leadership of paid media, CRM, SEO, CRO (conversion rate optimization), and analytics .
SITUATION
WORK COMPLETED
Managed $5M media investment across paid search, social, display, affiliates and CTV
Launched and managed a robust CRO program which resulted in conversion rates improving by 10%
Increased influencer and UGC campaigns driving ~$20 CPAs
Launched retargeting display campaigns with Criteo that drove a 3+ ROAS
Launched CTV campaign which quickly scaled to a 2 ROAS
RESULTS
Improved gross sales 27% YoY ($18M to $23M)
Increased net sales 15% YoY
All accomplished with flat media spend where CAC was reduced by 20% and CPA by 53%
Beekman 1802: Scaled DTC for a Mid-Sized Beauty Brand
Took over eCommerce P&L and media, driving 27% gross sales growth ($18M to $23M) and 15% net YoY while cutting CAC 20% with flat spend.