CPG Holding co

CPG companies are facing significant challenges

The Global Head of eCommerce for this CPG Holding company tasked the team with evaluation of what all the brands were doing in the digital space. How good was the website? How well are they doing on Amazon? Who are the prioritized retail partners more broadly? How well was the brand capturing consumer intent for branded and non-branded keyword queries not just with its own bdot-com web presence but, with Target, Walmart, Amazon, Home Depot and any other priority retail partners.

We devised an approach for an initial audit of the pertinent factors and a ongoing approach using one of the leading search marketing measurement tools, to monitor a large universe of branded and non-branded keywords and phrases across each brand's priority retail partners.

This lead to an optimization approach for each retail partner with the following goals:

1)  ensuring first page dominance for all branded queries, regardless of owned or retail partner

2) attaining high rankings in natural search for the most important retail partner for each brand

3) optimizing paid search budgets to greatest effect with each advertising platform


Women's apparel

Women's apparel retail is a competitive space online and having the right overall marketing mix is incredibly important. The team not only created the strategy but, ran the tactical executions on a day to day basis and managed outside resources such as the team at RetailMeNot.

- Paid Search, including CSE across Google, Yahoo/Bing and tertiary engines

- Local Search, as the retailer not only sold online but had 1000 retail stores

- Affiliate Marketing, using Rakuten

- SEO, including 'forced search' result pages to create unique landing pages for paid & natural

- Email Marketing, promotional in nature following the brand's calendar

- Retargeting, across the Google Display Network and social media

- Remarketing, focusing on cart abandonment


Crafting retail

More than just managing digital marketing channels and demand generation activities, the team helped this well known UK brand expand its foot print to the United States and simultaneously launch the first live, streaming OTT crafting channel.

The team created the strategy and tactically executed:

- Paid Search, including CSE across Google, Yahoo/Bing and tertiary engines

- Affiliate Marketing, using Rakuten & other networks

- SEO for the US website and a massive link building campaign

- Email Marketing, following what was being highlighted on the streaming channel

- Retargeting, across the Google Display Network (GDN) and social media

- Remarketing, focusing on cart abandonment

- Programmatic display on GDN & using LiveIntent to serve ad units to target audiences

- Paid Social, promoting the products that were going to be featured on the channel