OVERVIEW
BB Wellness, a well-established infant spa brand with a national presence, faced escalating competition from lower-priced alternatives amidst a tightening economy. Recognizing the urgent need for strategic intervention, I immediately took ownership of the situation upon joining the core team. I diagnosed critical issues: a need for refreshed brand positioning, immediate conversion rate optimization, and significant internal operational bottlenecks.
MY ROLES & RESPONSIBILITIES
I proactively developed and implemented comprehensive solutions, balancing internal capabilities with external market forces. Employing a strategic thinking framework, I drove tactical execution, ensuring alignment of brand vision, operational processes, and quality standards within my first two months as Marketing Manager.
Simultaneously, I led a rigorous testing scheme for advertising content and tactics, identifying high-performing patterns to boost conversions. Building on these successes, I further addressed operational inefficiencies, focusing on optimizing the holistic customer journey from online channels to in-store experiences.
Scope of works
Research (Internal & External)
External insight – Competitors
Competitor review
External insight – Customers
Survey for customers at local stores
Refresh brand identity
I championed a holistic approach to brand development. By collaborating closely with my designer and the CEO, I contributed not only to visual concepts but also to the strategic development of a comprehensive brand architecture. This integrated approach ensured a seamless transition following the logo’s finalization. To maximize impact, I conceptualized and produced a short brand story video that effectively launched the refreshed brand.
Revamp product & pricing structure
When economic turbulence hit, I didn’t wait for direction. I swiftly identified the urgency and pushed for strategic alignment with the core team. By bringing meticulously compiled data – sales, digital traffic, conversion rates – to the table, I proactively drove the discussions, serving as the central facilitator. This resulted in the rapid development of clear, concise, and actionable strategies, allowing the team to navigate the challenges effectively.
Strategize & execute promotion campaigns
Initial strategic plan
Upon joining BB Wellness in August 2024, I immediately initiated a strategic analysis, distilling contextual facts and defining desired brand identity goals.
This formed the foundation for a comprehensive strategic plan: a focused six-month tactical roadmap and a visionary one-to-three-year direction. To articulate the brand’s ultimate vision, I crafted a compelling initial brand story, establishing a clear narrative framework. Recognizing the importance of customer engagement and loyalty, I proposed community-building activities as a core strategic element.
In terms of paid advertising, I implemented a data-driven budget reallocation, shifting from a 100% Facebook ads strategy to an 80/20 split between Meta and Google platforms. This strategic shift optimized reach and conversion potential by diversifying channel investments.
Monthly tactical plan
Following the agreed-upon strategic plan, I rapidly developed agile monthly tactical plans, prioritizing customer engagement through compelling visual storytelling. I conceptualized and produced monthly key visuals across diverse formats – fanpage covers, multi-photo social posts, and adaptable templates – ensuring a consistent thematic narrative.
Beyond monthly visuals, I leveraged real-time data and internal feedback to drive dynamic online and offline marketing activities. I fostered a collaborative environment by conducting monthly meetings with store managers, facilitating idea sharing and adapting execution process for optimal feasibility.
At the same time, I navigated the fluctuating business landscape by implementing weekly adjustments to address evolving operational circumstances.
Monthly performance report
Driven by a commitment to robust brand engagement and cost-effective customer acquisition, I implemented meticulous weekly monitoring of advertising performance.
Through rigorous A/B testing on Meta platforms over two to three months, I identified high-performing multi-photo posts that combined emotional storytelling with compelling promotional incentives. On Google, I proactively built broader brand awareness through strategic search campaigns targeting high-value keywords.
Despite facing fluctuating monthly advertising budgets, I maintained a consistent and favorable cost-per-message rate (40k-70k/message).
When business revenue reached a critical low, I took decisive action, strategically reallocating budget by reducing Google ad spend to prioritize securing crucial customer fanpage messages. Simultaneously, I spearheaded the development of enhanced loyalty schemes for existing customers, directly addressing the need to boost sales revenue.
Set up brand partnerships
Ecosystem of holistic family care brands
Understanding the unique needs of mothers, I extended our brand’s reach beyond digital channels by proactively forging strategic brand partnerships.
Recognizing the power of co-branding to elevate our premium Mom & Baby care positioning, I developed a comprehensive partnership framework. This framework, driven by a deep empathy for our target audience, ensured the selection of partners who genuinely aligned with our brand values and resonated with the needs of modern mothers, ultimately driving increased traffic, leads, and brand affinity.
Co-brand successful events
- Event for Moms with Joona Baby: offline workshop (link)
- Tet 2024 activity with Little Blossom: promotion game (link)
- Sampling activity with Little Blossom: offer gifts at 3 selected stores (link)
- Event for Moms with CarePlus: offline talkshow (link)
Revamp CRM operation
A critical challenge I tackled was unifying the customer experience across online and offline channels, a task complicated by significant discrepancies in revenue tracking tools.
Recognizing the need for a cohesive solution, I took ownership of the customer database management, fostering close relationships with local store staff and online administrators. By establishing clear guidelines and promoting internal collaboration, I ensured data integrity and alignment. To drive essential mindset and behavioral shifts among staff, I invested significant time in collaborative discussions, providing guidance, and conducting thorough reviews with regional managers, store managers, and online administrators.
