Transforming houseplant wholesale
The Horti House, a collective of British growers on a mission to make buying British, sustainable plants simple, excelled in operational and technical domains but lacked a robust marketing function. Engaged as a Fractional CMO for five days per month and serving on the Board as an Advisor on Marketing and Growth, my mission was to build their marketing capability, redefine their visual identity, and drive growth.
Year
August 2023 to Current
Client
The Horti House
Marketing Strategy
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Value Proposition: Created from scratch to align with brand ethos and customer expectations.
Visual Identity Revamp: Analysed existing branding and future direction, leading to a complete overhaul of their visual identity.
Website Enhancements: Advised on copy, user experience, and digital customer experience to boost conversion rates.
Channel Strategy: created and implemented a comprehensive strategy spanning email, social, print, PR, web, product, events, and go-to-market plans for both core and seasonal product ranges to drive growth and brand awareness.
Automated Email Flows: Created ideas for and implemented new automated email flows to engage various customer segments. -
Marketing Calendar: Implemented and trained team members on usage; oversee its execution and track performance.
SEO Strategy: Developed and implemented a process for weekly content production to enhance organic search results.
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Board Involvement: Serve as a Board Advisor, providing insights and strategies for marketing and growth.
Performance Analysis: Conduct quarterly performance analysis, mentoring, and training internal marketing resources with weekly check-ins.
Strategy Development: Define quarterly and annual marketing strategies with clear goals and objectives.
Ongoing Capability Assessment: Evaluate agencies, freelancers, and suppliers for projects to ensure the best team is assembled for the job, at the best price.
Driving Online Growth
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Website Improvements: Advised on copy, user experience, and digital customer experience to boost conversion rates.
CRO (Conversion Rate Optimisation): Led projects to enhance the digital customer experience and increase conversions.
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Social Media Strategy: Evaluated, hired, and onboarded a social media agency, leading to viral success and rapid Instagram follower growth from 0 to 45,000 in one month.
Content Creation: Organised lifestyle photoshoots to create grower-style content, promoting the "British-grown" message. Organise lifestyle images for new product launches.
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SEO Strategy: Developed and implemented a process for weekly content production to enhance organic search results.
Building a Best-in-Class Brand
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Visual Identity Revamp: Completely overhauled their visual identity to better represent the brand.
Inspirational Display Campaign: Launched a campaign to inspire better merchandising of houseplant areas in stores, focusing on "British benches."
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Event Display and Marketing Collateral: Developed creative strategies for event displays and worked with designers to produce marketing assets and Point of Sale Displays.
Executive Club Supper Club: Organised exclusive events in London for senior decision-makers from the largest Garden Centre Groups in the UK.
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Klaviyo, Canva, Shopify Training: Empowered an internal team member to excel in email marketing and design.
Product Photography:
Advised on the visual identity, direction for optimised asset workflow and process for effective product photography with critical path.PR and Marketing Enquiries:
Act as the touchpoint for any PR or marketing-related enquiries, helping the team decide on strategic direction.Align Product, Marketing and Sales Teams:
Create collaborative environment between cross-functional teams to improve productivity and communication.
