Building a Future with Mielle Organics: CMO’s Key Role in Acquiring and Scaling Success
Challenge:
Following Berkshire Partners $100,000,000 investment in Mielle Organics, the fastest-growing natural hair care brand, a strategic, data-driven marketing strategy was needed to continue the growth momentum and scale the business for strategic acquisition.
Approach:
Chameleon Collective provided an Interim CMO with extensive experience in the CPG and beauty industry. The CMO swiftly integrated into Mielle Organics, redesigned the marketing organization to align with growth goals, set criteria for agency selection, guided creation of a 3-year innovation pipeline, led brand-strategy development, and redesigned the marketing strategy.
Impact:
Under the seasoned leadership of the Interim CMO, Mielle Organics achieved significant success: doubled overall revenue of the business, increased eCommerce (DTC, Amazon) revenue by 70%, and enhanced email and SMS subscribers by 40% in under 6 months. Additionally, the CMO collaborated cross-functionally to expand distribution leading to the successful acquisition by Procter & Gamble. The integral role of the CMO not only facilitated the near-term growth objectives but left a lasting impact on the organizational structure and market positioning, propelling Mielle Organics into a new phase of success and recognition.
