PetO were a traditional retail brand, the third largest chain of pet supplies in Australia. They decided to launch their eCommerce store in 2019, but did not see it as a key pillar of their brand until the pandemic, which customers online, as they were unable to visit the brick-and-mortar stores.

The ROAS was great at that time, during the lockdowns, however as customers returned to stores the ROAS began to quickly decline and the customer was concerned about the profitability of the site and their marketing activity. The ROAS had dropped a peak of~800% during lockdown to only ~250% a few months later.

I joined the account to drive the account strategy and lift campaign performance.

Rise Bar had been in business for about 11 years but growth had slowed after the first few years and eventually plateaud for the last 4-5 years. They were looking for a growth strategy to reinvigorate the brand and its sales.

Michelle was approached by a fintech B2B SaaS company to scale their paid growth marketing efforts. Through a careful data-driven approach, Michelle experimented with multiple paid channels and identified the most promising channel based upon the Cost of Acquisition (CAC).

Up until now, the company had not experimented with paid channels, and weren't sure if they could make the costs work for their self-serve software product.

Incremental growth YoY in a very competitive market.