Case Study: Fuelling £10M Ambitions: A Digital Growth Success Story
Case Study: Accelerating Digital Growth for a Fast-Growing Tea Brand
TL;DR
Lisa joined this ambitious fast-growing tea brand as a Fractional Head of Digital / Growth to strengthen digital strategy, drive customer acquisition, and build sustainable growth processes.
Introduced a strategic reporting system, collaborated closely with the agency partners to enhance campaign performance, and developed retention initiatives that boosted lifetime value.
The result? Exceeded Q4 customer acquisition targets, achieved key KPIs, reduced CPA, maintained a profitable ROAS, and positioned the brand on track to reach its ambitious £10 million revenue goal.
Background
This independent tea brand was on an impressive growth path and sought expert guidance to reach its ambitious £10 million revenue target. Brought in as Fractional Head of Digital / Growth, I collaborated closely with the founders to refine the digital strategy, increase customer acquisition, improve lifetime value (LTV), and implement sustainable processes across the digital team.
Objective
My goal was to help the brand meet and exceed revenue and acquisition targets by aligning digital and in-store activities, introducing streamlined processes, and refining digital marketing and e-commerce strategies.
Approach
Strategic Reporting for Agile Decision-Making: Developed a comprehensive digital marketing report that provided clarity on key performance areas and aligned teams on data-driven goals. This transformed decision-making, allowing quick decision making on insights to optimise e-commerce merchandising, ad spend, and cross-functional planning.
Rapid Identification of Growth Levers: Focused on high-impact growth levers, using strategic insights to maximise short-term wins while building toward long-term revenue goals.
High-Impact PPC Optimisation: Established structured monthly briefings and a test-and-learn approach with agency partners that led to higher click-through rates, reduced cost-per-acquisition (CPA), and a profitable return on ad spend (ROAS).
Customer Retention Focus: Introduced initiatives that optimised site UX and strengthened loyalty engagement, resulting in higher repeat purchase rates and improved lifetime value.
Cross-Functional Strategy Alignment: Bridged digital marketing insights with product and merchandising teams to create a cohesive strategy that maximised conversion across online and in-store channels.
Results
Achieved Core KPIs: Surpassed Q4 customer acquisition goals, delivering strong year-end performance. Reduced cost-per-acquisition, and maintained a profitable ROAS.
Key Product Sell-Out Success: Supported high-demand product campaigns that led to key product sell-outs during peak periods, driving significant revenue contributions.
On Track for Revenue Goals: Positioned the brand and digital team on a clear path to achieve its £10 million revenue target, with sustainable growth practices and a highly aligned digital function.
Impact
This agile, data-led approach strengthened the digital team’s capabilities, enabled quick, high-impact decisions, and positioned the brand for ongoing success. With a focus on strategic alignment and sustainable growth, I provided a clear roadmap for founders and leaders looking to maximise their digital potential.
