Db, CMO
Renaming, rebranding and repositioning an award winning Scandinavian travel brand.
After joining in a consulting capacity to begin with an eye to launch a new category I took on a few more projects including women’s and then our assortment and category mix planning.
This led me to taking on the CMO role which has come at a time of tremendous change including fulfilling a planned name change, a rebrand on product and marketing and brand reposition as the business grows to scale across the world.
They day to day has focused me on these key areas:
Employee engagement and retention
Shifting support from DTC to B2B
Launching multiple new categories through strategy plans.
Ambassador acquisition and engagement
PR integration
Events planning and implementation
Product Assortment
At Db we’ve had a a product first strategy meaning great product innovation always leads the company however that can lead to some difficulties in driving a business. One of the things I’ve worked hardest on has been to clear up our assortments by consumer and category.
Leading by consumer first we’ve been able to plan assortments that will excite them whilst allowing us to clean up our business meaning SKU count reduction and walking away from specific categories.
This always begins with consumer and market insight, followed by analysis of SKU performance and business margin analysis. With the rest of the team we’ve been able to drive down our offer by around 25% whilst we strive for 20% growth YOY resulting in a much improved EBITDA.
Pack Heavy, Chase light
To continue with our repositioning and moving us away from a ‘stunt’ brand we’ve been working towards always on marketing to ensure we show up as a brand for real photographers and film makers around the work.
This has resulted in us having a weekly ecosystem of content to drive our new channels and community engagement.
Disrupting Retail
With our shift to ramping up our B2B investment we have been looking for new ways to excite and delight consumers. One way is to be THE brand for retailers around the world. Building monuments, holding events and providing them with a different point of view on the world. Through our Cake Bike, Porsche EV, Igloos and pontoon installations we’ve been able to really celebrate our dedication to traditional retail.
Wasted Talent x Db
As part of our continued drive into surf we partnered with a premium creative studio to hold an invite only event to launch our hard case luggage. These strategic alliances are crucial to our continued brand evolution.