Tripling revenue in
three years.
A D2C home goods brand had strong product-market fit and loyal customers, but no unified marketing engine. Over three years as Fractional CMO, Leapcrest built the strategy, the creator program, and the marketing partners and infrastructure that took the brand from just under $10M to $30M in annual revenue.
A beloved brand with no marketing infrastructure to match its ambition.
The brand came to Leapcrest with a product customers loved and a loyal base that had grown organically. The problem was everything behind it. There was no unified brand voice, no channel strategy, no creator program, and no system to connect marketing spend to business outcomes.
Paid media was underperforming with no clear attribution. Influencer partnerships were scattered and unmeasured. The team had execution energy but no strategic lead to point it in the right direction. Every dollar spent was essentially a guess.
What the brand needed was not an agency to run campaigns. It needed a senior marketing leader embedded in the business, someone who could own strategy, direct the team, manage vendors, and be accountable to revenue.
What We Found
- No unified brand voice or positioning across channels
- Underperforming paid media with no attribution model
- Inconsistent influencer partnerships with no ROI tracking
- No content creation system or creator pipeline
- Marketing spend disconnected from business outcomes
- Vendor relationships without strategic oversight
How we tackled it, step by step.
Brand Positioning and Channel Strategy
Established a clear brand voice and positioning that differentiated the product in a crowded DTC market. Built a full-funnel channel strategy mapping each platform to a specific role, awareness, consideration, or conversion, so every dollar had a job.
Influencer and Creator Program Build-Out
Built a creator program from scratch: sourcing, vetting, contracting, and managing a network of influencers across Instagram, TikTok, and YouTube. Created a reporting framework that tied creator content directly to revenue, making the program measurable and scalable.
Media Buying and Campaign Management
Took ownership of a $3M+ annual media budget across TV, CTV, digital, and social. Built a campaign calendar aligned to product launches and seasonal peaks. Instituted attribution tracking so every campaign's contribution to revenue was visible and actionable.
Team Direction and Vendor Oversight
Led the in-house marketing team day-to-day. Set priorities, reviewed creative, and managed external vendors and agency partners. Weekly KPI reviews kept the entire team aligned to the same growth targets.
Quarterly Strategy and Performance Reviews
Delivered structured quarterly reviews covering channel performance, budget allocation, team capacity, and growth blockers, keeping the business and its leadership fully informed and ahead of the next quarter.
What three years of strategic leadership delivered.
Annual revenue achieved, up from just under $10M at engagement start
3× growth over 3 years
Peak campaign ROI across multi-channel media and influencer activations
Highest measured campaign return
Annual media budget managed across TV, CTV, digital, social, and influencer
Full-funnel media ownership
Of assets created across influencer activations, creator partnerships, and in-house content production — building a library that fueled campaigns for years
Photos, video, UGC, and ad creative
The brand didn't just grow, it built the infrastructure to keep growing. A creator program that generates evergreen content. A media buying operation with real attribution. A team that knows what it's optimizing for and why.
Revenue tripled in three years. But the more durable outcome is a marketing operation that can sustain and scale that growth without a Fractional CMO in place, which is exactly what good fractional leadership is designed to do.
Every brand needs infrastructure to support the marketing. Strategy without structure doesn't scale. Three years, three times the revenue, and a system built to keep growing.
Every engagement starts
with one conversation.
Book a free Intro Call to talk through your business, your goals, and whether Leapcrest™ is the right fit.