Strategic Growth Planning
Strategic Growth Planning
Website Development
Website Development
Marketing Automation
Marketing Automation
Brand Identity
Brand Identity
Marketing Analytics
Marketing Analytics
Paid Advertisment
Paid Advertisment
Strategic Growth Planning
Website Development
Marketing Automation
Brand Identity
Fractional CMO for +2 years.
Year
January 2022 - Present
Client
ReFramed
Industry
Interior
Timeless, durable, and designed specifically for your bedroom—meet your new favorite bed frame. ReFramed started as a small company with big ambitions, seeking short-term support to manage their paid efforts. What began as a temporary role quickly evolved, and three years later, I continue to serve as their interim CMO, driving growth and shaping their strategic direction.
Timeless, durable, and designed specifically for your bedroom—meet your new favorite bed frame. ReFramed started as a small company with big ambitions, seeking short-term support to manage their paid efforts. What began as a temporary role quickly evolved, and three years later, I continue to serve as their interim CMO, driving growth and shaping their strategic direction.
Timeless, durable, and designed specifically for your bedroom—meet your new favorite bed frame. ReFramed started as a small company with big ambitions, seeking short-term support to manage their paid efforts. What began as a temporary role quickly evolved, and three years later, I continue to serve as their interim CMO, driving growth and shaping their strategic direction.
Challenge
ReFramed faced multiple challenges when we first began our partnership. To start, the company’s product is a high-ticket designer piece, and without an in-person showroom customers are unable to see, touch, or experience it firsthand before making an expensive purchase. In addition, ReFramed’s main competitors are mass-market furniture brands with constant markdowns and deeply loyal customers, making it even harder to establish trust and justify the premium price point. Additionally, a low brand awareness and limited customer base meant that the brand had to build credibility from the ground up. In addition, the paid media landscape was becoming more competitive and rising customer acquisition costs (CAC) further strained the company’s scalability, making efficient ad spend a priority. Even after acquiring new customers, low retention rates limited repeat purchases.
ReFramed faced multiple challenges when we first began our partnership. To start, the company’s product is a high-ticket designer piece, and without an in-person showroom customers are unable to see, touch, or experience it firsthand before making an expensive purchase. In addition, ReFramed’s main competitors are mass-market furniture brands with constant markdowns and deeply loyal customers, making it even harder to establish trust and justify the premium price point. Additionally, a low brand awareness and limited customer base meant that the brand had to build credibility from the ground up. In addition, the paid media landscape was becoming more competitive and rising customer acquisition costs (CAC) further strained the company’s scalability, making efficient ad spend a priority. Even after acquiring new customers, low retention rates limited repeat purchases.
ReFramed faced multiple challenges when we first began our partnership. To start, the company’s product is a high-ticket designer piece, and without an in-person showroom customers are unable to see, touch, or experience it firsthand before making an expensive purchase. In addition, ReFramed’s main competitors are mass-market furniture brands with constant markdowns and deeply loyal customers, making it even harder to establish trust and justify the premium price point. Additionally, a low brand awareness and limited customer base meant that the brand had to build credibility from the ground up. In addition, the paid media landscape was becoming more competitive and rising customer acquisition costs (CAC) further strained the company’s scalability, making efficient ad spend a priority. Even after acquiring new customers, low retention rates limited repeat purchases.
Approach
Strategic Brand & Market Positioning
- Develop a premium brand narrative that emphasizes quality through design and craftsmanship
- Differentiate ReFramed from discount-heavy competitors
- Highlight long-term value and durability in order to justify the high-ticket price
- Balance brand awareness and performance marketing to ensure both long-term positioning and immediate revenue growth
Website Redesign & Optimization
- Improve navigation and product discovery in order to increase conversion rates
- Include high-quality visuals, immersive storytelling, and social proof to establish credibility & trust
- Add conversion boosting elements [pricing comparisons, customer testimonials, and streamlined checkout process]
Paid Media [Ads]
- Launch high-performing ad campaigns across Meta, Google, and Youtube to drive qualified traffic
- Multi-layered retargeting to re-engage visitors at different stages of the purchase/customer journey
- Scale ad spend strategically
- Focus on high-intent audiences using lookalike modeling and behavior-based segmentation
Testing
- A/B testing on ad creatives, copy, and landing pages to maximize engagement and conversion
Email, SMS, and Newsletters
- Build an engaged email and SMS subscriber base for long-term retention
Strategic Brand & Market Positioning
- Develop a premium brand narrative that emphasizes quality through design and craftsmanship
- Differentiate ReFramed from discount-heavy competitors
- Highlight long-term value and durability in order to justify the high-ticket price
- Balance brand awareness and performance marketing to ensure both long-term positioning and immediate revenue growth
Website Redesign & Optimization
- Improve navigation and product discovery in order to increase conversion rates
- Include high-quality visuals, immersive storytelling, and social proof to establish credibility & trust
- Add conversion boosting elements [pricing comparisons, customer testimonials, and streamlined checkout process]
Paid Media [Ads]
- Launch high-performing ad campaigns across Meta, Google, and Youtube to drive qualified traffic
- Multi-layered retargeting to re-engage visitors at different stages of the purchase/customer journey
- Scale ad spend strategically
- Focus on high-intent audiences using lookalike modeling and behavior-based segmentation
Testing
- A/B testing on ad creatives, copy, and landing pages to maximize engagement and conversion
Email, SMS, and Newsletters
- Build an engaged email and SMS subscriber base for long-term retention
Strategic Brand & Market Positioning
- Develop a premium brand narrative that emphasizes quality through design and craftsmanship
- Differentiate ReFramed from discount-heavy competitors
- Highlight long-term value and durability in order to justify the high-ticket price
- Balance brand awareness and performance marketing to ensure both long-term positioning and immediate revenue growth
Website Redesign & Optimization
- Improve navigation and product discovery in order to increase conversion rates
- Include high-quality visuals, immersive storytelling, and social proof to establish credibility & trust
- Add conversion boosting elements [pricing comparisons, customer testimonials, and streamlined checkout process]
Paid Media [Ads]
- Launch high-performing ad campaigns across Meta, Google, and Youtube to drive qualified traffic
- Multi-layered retargeting to re-engage visitors at different stages of the purchase/customer journey
- Scale ad spend strategically
- Focus on high-intent audiences using lookalike modeling and behavior-based segmentation
Testing
- A/B testing on ad creatives, copy, and landing pages to maximize engagement and conversion
Email, SMS, and Newsletters
- Build an engaged email and SMS subscriber base for long-term retention
Results
We scaled ReFramed into a premium brand in a market where furniture brands emphasizing discounts dominate - proving that design and quality can win over price-driven consumers. By optimizing the website experience, we improved performance by 119%, making the user journey more seamless and increasing conversion rates. Paid campaigns delivered an average ROAS of 11, keeping acquisition costs efficient at +12 CAC across all paid channels, and with an acquisition strategy focused on high-intent audiences, we drove an 8x increase in sales. To top it off, we launched the brand’s most successful campaign to date on Black Friday, shattering all previous sales records. Beyond immediate revenue growth, we built a foundation for long-term brand adoption and retention by scaling an engaged community. Strategic email and content initiatives grew newsletter subscribers to 8,000+ - turning it into a high-value owned channel for repeat sales and future product launches. By aligning brand positioning, high-performing ad campaigns, and an optimized digital experience, we positioned ReFramed as a premium, design-first alternative in a mass-market category and continue to drive sustainable growth while maintaining profitability and customer trust.
We scaled ReFramed into a premium brand in a market where furniture brands emphasizing discounts dominate - proving that design and quality can win over price-driven consumers. By optimizing the website experience, we improved performance by 119%, making the user journey more seamless and increasing conversion rates. Paid campaigns delivered an average ROAS of 11, keeping acquisition costs efficient at +12 CAC across all paid channels, and with an acquisition strategy focused on high-intent audiences, we drove an 8x increase in sales. To top it off, we launched the brand’s most successful campaign to date on Black Friday, shattering all previous sales records. Beyond immediate revenue growth, we built a foundation for long-term brand adoption and retention by scaling an engaged community. Strategic email and content initiatives grew newsletter subscribers to 8,000+ - turning it into a high-value owned channel for repeat sales and future product launches. By aligning brand positioning, high-performing ad campaigns, and an optimized digital experience, we positioned ReFramed as a premium, design-first alternative in a mass-market category and continue to drive sustainable growth while maintaining profitability and customer trust.
We scaled ReFramed into a premium brand in a market where furniture brands emphasizing discounts dominate - proving that design and quality can win over price-driven consumers. By optimizing the website experience, we improved performance by 119%, making the user journey more seamless and increasing conversion rates. Paid campaigns delivered an average ROAS of 11, keeping acquisition costs efficient at +12 CAC across all paid channels, and with an acquisition strategy focused on high-intent audiences, we drove an 8x increase in sales. To top it off, we launched the brand’s most successful campaign to date on Black Friday, shattering all previous sales records. Beyond immediate revenue growth, we built a foundation for long-term brand adoption and retention by scaling an engaged community. Strategic email and content initiatives grew newsletter subscribers to 8,000+ - turning it into a high-value owned channel for repeat sales and future product launches. By aligning brand positioning, high-performing ad campaigns, and an optimized digital experience, we positioned ReFramed as a premium, design-first alternative in a mass-market category and continue to drive sustainable growth while maintaining profitability and customer trust.
Numbers to highlight
- Improved website performance by 119%
- Increase in sales by 8x
- Average ROAS of 11 on paid campaigns
- CAC of +12 across all paid channels
- Newsletter growth to 8,000+ subscribers
- Improved website performance by 119%
- Increase in sales by 8x
- Average ROAS of 11 on paid campaigns
- CAC of +12 across all paid channels
- Newsletter growth to 8,000+ subscribers
- Improved website performance by 119%
- Increase in sales by 8x
- Average ROAS of 11 on paid campaigns
- CAC of +12 across all paid channels
- Newsletter growth to 8,000+ subscribers
