03 / Matilda Jane Clothing
Growing the audience and the marketing foundation
Combined audience growth, lifecycle communications and marketing technology improvements for a consumer brand supporting 500+ field consultants.
01 / Challenge
The business need
Strengthen the CRM and customer communications foundation while growing the subscriber audience and improving email deliverability.
02 / Strategy
The marketing approach
Connect audience growth with lifecycle journeys, segmentation and list quality, supported by a new marketing platform and coordinated digital campaigns.
03 / Leadership & execution
Dan’s role
Helped build the CRM foundation and led migration from ExactTarget/Salesforce Marketing Cloud to Bronto. Led enterprise email, automation and digital customer communications, and managed paid search, display and social campaigns across multiple brands.
Customer communications supported 500+ field consultants. Work also spanned vendor selection, platform launches, websites and digital integrations.
04 / Result
70K → 378K
subscribers in under four years
Expanded the subscriber database from 70,000 to 378,000 in under four years. Improved SenderScore from 26 to 99 within three months through deliverability, list-quality, infrastructure and compliance improvements.