I delivered a comprehensive growth plan that laid out recommendations with assigned priorities (based on impact potential and resources required to implement).


Recommendations provided with analytics support included:


  • New products with expansion of ingredients but an adherence to the simplicity of current formulations. The client had been concerned that his brand was not on-trend and wondered if he should be developing Keto formulations with new calorie free sweeteners or other trendy flavors/ingredients. My research saved him costly investment in entirely new technologies and enabled him to launch two new successful flavors.
  • New Facebook ad creative (with more focus on ingredient quality & simplicity, as well as taste) and better audience segmentation to improve CTRs. Helped hire a new Facebook agency that subsequently tripled ROAS.
  • Re-examination of Amazon pricing strategy based on risks of cannibalization and loss of control over customer relationship (particularly due to higher LTV of owned e-commerce sales).
  • Higher quality social media presence and responsiveness (recruited new social media manager who increase social media engagement)
  • Retail as a discovery strategy, particularly Costco
  • Tactics to encourage customers to try additional flavors to increase AOV and LTV
  • More differentiation of and focus on vegan bars and segmentation of marketing


I am not aware whether some of these were implemented after I stopped working with the company.

The Challenge

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.

The Process

I conducted a complete audit of the brand, it's financials/sales data (Shopify, Amazon, & Google Analytics), all its touchpoints (website, social media, Amazon PDP, etc.) and advertising/promotional activity (primarily Facebook/Instagram). I spoke with employees and other stakeholders. And, I conducted primary research among its one-time customers and repeat customers to gain a better understanding of the consumer, their buying behavior, and their perceptions of the brand, RIse Bar products, and the protein bar category.

The Solution

I delivered a comprehensive growth plan that laid out recommendations with assigned priorities (based on impact potential and resources required to implement).


Recommendations provided with analytics support included:


  • New products with expansion of ingredients but an adherence to the simplicity of current formulations. The client had been concerned that his brand was not on-trend and wondered if he should be developing Keto formulations with new calorie free sweeteners or other trendy flavors/ingredients. My research saved him costly investment in entirely new technologies and enabled him to launch two new successful flavors.
  • New Facebook ad creative (with more focus on ingredient quality & simplicity, as well as taste) and better audience segmentation to improve CTRs. Helped hire a new Facebook agency that subsequently tripled ROAS.
  • Re-examination of Amazon pricing strategy based on risks of cannibalization and loss of control over customer relationship (particularly due to higher LTV of owned e-commerce sales).
  • Higher quality social media presence and responsiveness (recruited new social media manager who increase social media engagement)
  • Retail as a discovery strategy, particularly Costco
  • Tactics to encourage customers to try additional flavors to increase AOV and LTV
  • More differentiation of and focus on vegan bars and segmentation of marketing


I am not aware whether some of these were implemented after I stopped working with the company.

Skills Used

CMO,Marketing Strategy,Other

Industry

Food & Drink

Results by the numbers

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