Implementation of marketing plans by an interim executive

This article examines the impact an interim executive had on a 20 million dollar manufacturing company when they brought in a marketing executive to help implement some of their marketing plans and address some of their challenges.

Company background 

The online marketing was currently under-performing. More of a marketing engine was needed to drive more revenue from fewer products, marketing programs had been inconsistent from year to year, and there was a high dependency on low-cost guerrilla marketing tactics. There was also a shortage of resources in the company to manage any marketing programs.

Implementation by the interim executive

To help address these concerns the interim executive developed a measurable online marketing program the company owners could respect and trust; built a scalable, tightly controlled marketing program that directly drives revenue; ran and managed a pilot project for a short period of time, optimizing performance and measuring results; then documented the best practices so the marketing department could generate improved results for subsequent campaigns.

Results achieved by the interim executive

Through all of this work, the interim executive was able to help the company achieve impactful results in such a short period of time. The improved website design to generated over 7% of increased revenue; product sales attributed directly to individual ads in a pilot project. A mathematical model to measure marketing and returns was also developed.  Techniques and results can be repeated internally.

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