Shrooly changed its commercial model while it repaired acquisition and customer trust
As Head of Marketing for a consumer hardware and subscription business, I led the brand repositioning and marketing response across paid acquisition, ecommerce lifecycle marketing and crisis communication.
Consumer hardware, subscriptions, paid acquisition and crisis communication
The situation
Shrooly needed to move beyond one-time hardware sales while brand positioning, acquisition efficiency, shipping-related customer concerns and a class action lawsuit put pressure on customer confidence.
My remit
I was Head of Marketing from 2023 to 2024, with responsibility for the commercial transition, brand repositioning, paid media, ecommerce acquisition, lifecycle marketing and crisis communication.
What I did
- Reallocated acquisition media
- I changed the media allocation and restructured acquisition around the commercial model.
- Developed lifecycle marketing
- I connected repeat-purchase communication to the subscription direction and broadened the mix beyond paid acquisition.
- Led crisis communication
- I set the communication strategy for the customer-trust crisis and class action lawsuit.
Evidence
Blended ROAS moved from approximately 1.14x to 3.4x. The crisis communication strategy received a Gold Globee Award for crisis communication.