Coordinating paid, organic, and email for a single peak season
Marlow & Bick, a homeware and gifting retailer
3.1xReturn on ad spend
-17%Cost per acquisition vs. prior peak season
+38%Revenue vs. prior peak season
Challenge — Paid social, paid search, and email were each planned by a different person, with three separate offer calendars that occasionally contradicted each other during the client's busiest eight weeks.
Objective — One coordinated plan for peak season instead of three teams improvising in parallel.
Strategy — A single offer calendar was built six weeks out, with budget able to move between channels weekly based on real-time performance rather than being fixed at the start of the season.
Execution & results
8-week campaign window; planning started 6 weeks before launch
- Consolidated three separate offer calendars into one, reviewed and signed off by every channel owner
- Built channel-specific creative from one shared strategy and asset library instead of three separate briefs
- Reallocated budget between search, social, and email weekly against real-time efficiency data
3.1x
Return on ad spend
-17%
Cost per acquisition vs. prior peak season
+38%
Revenue vs. prior peak season
“We stopped finding out about a channel's offer from the customer complaints. Everyone worked from the same calendar for the first time.” Marketing Lead, Marlow & Bick
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