Beards & Daisies
In 2025, Beards & Daisies faced a key inflection point. While the brand was well-loved for its playful charm, it had become over-reliant on promotions, with fragmented storytelling and a loyalty gap. Following the acquisition of Leaf Envy, the team needed clarity on their core customer, brand positioning, and growth priorities.
As Fractional CMO, I led a focused brand positioning and customer insight project — aligning the team, surfacing actionable customer truths, and delivering a clear framework to drive more consistent, brand-led growth.
Year
November 2024 to present
Client
Beards & Daisies
Defining the brand’s next phase of growth
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9 in-depth interviews with founders, marketing, digital, PR, and creative leads.
Uncovered internal perceptions, misalignments, and ambition gaps.
Key finding: the brand’s heart — playful, founder-led, stylish plant care — was under-leveraged, with short-term promotions clouding the long-term vision.
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Led a cross-channel data analysis, combining Shopify, Google Analytics, Klaviyo, Meta Ads, and customer survey data.
Validated the core audience: urban, house-proud women aged 25–44, with growing male and Gen Z segments showing high purchase intent via paid media.
Identified a critical dependency on one-time gifters (+80% of buyers) and a clear loyalty gap.
Exposed a heavy reliance on discounts, contributing to declining revenue per user despite traffic growth.
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Developed clear customer personas based on motivations (gifting, self-styling, plant care confidence).
Created a North Star Brand Guide, defining tone of voice, key storytelling themes, and content pillars.
Delivered strategic playbooks across loyalty, paid social, organic content, and influencer partnerships, ensuring every team had clarity on how to pivot from promotion-heavy to brand-led growth.
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Facilitated a team alignment workshop, embedding the new positioning and brand principles.
Provided actionable next steps to bring the brand to life across channels — from ‘Plant Inspector’ educational content to localised London-first campaigns.
The Impact
Clear, data-led customer segmentation to drive relevance and reduce one-time purchase dependency.
A refreshed brand positioning that balances warmth and credibility, with a confident voice and community-first approach.
Identification of new audience opportunities (males, Gen Z, corporate gifting) with tailored creative strategies.
A new North Star Brand Guide adopted by the entire team to ensure consistency and cohesion across touchpoints.
Key Outcomes
Reframed Beards & Daisies as the approachable plant experts: playful, stylish, but with serious plant care know-how.
Set the stage for longer-term brand-building, loyalty, and customer lifetime value uplift, moving the business away from pure performance marketing dependency.
Delivered a commercial growth roadmap underpinned by sharper customer insights, brand strategy, and operational recommendations.