Opportunity 

A global OEM manufacturer in excess of $25B in annual sales, sells their core product through the traditional distributor and dealer / retailer channel. They wanted to develop and initial D2C capability without threatening the existing channel. They reached out to FUNL to develop the launch strategy, digital marketing execution and ecommerce website.

Work 

• Developed the overall market launch and multi-channel marketing strategy.
• Managed the digital growth marketing plan, implementing an ongoing experimentation framework to test audiences, messaging, price points, offers and other variables.
• Created all digital content, including certification specifications, legal approvals and customization for multiple audiences.
• Coordinated a multi-channel employee and ecommerce program, spanning in factory posters with unique QR codes, emails, in-app content, office TV displays and SMS delivery, tracking each channel, group and content asset with a unique tracking code.
• Developed a dealer marketing, ecommerce and affiliate program strategy for the company to execute via its channel partners.
• Designed and developed an ecommerce website on an open CMS and tech stack, to be easily transitioned to internal teams for ongoing evolution.
• Implemented all analytics and tracking, and unified campaign, ecommerce and sales backend data into an integrated performance dashboard.

Results

• Enabled the marketing team to make real-time changes and run landing page tests without relying on IT (which was taking weeks of lead time).
• Provided a strong strategic foundation, and growth marketing experimentation framework, reporting dashboard and ecommerce website technology infrastructure, set the project up for continual evolution and success.

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