Interim Leadership, Lasting Impact: Spearheading Digital Strategy at Polaroid
Challenge:
Despite a strong brand image, a loyal social media following, and impactful collaborations, Polaroid found itself struggling to capitalize on growth opportunities. The impacts of Covid-19, resource limitations, high turnover, the absence of a Global marketing strategy, process deficiencies, and siloed teams were hampering their success. The company stood at a crucial juncture, with a clear vision to integrate marketing, product, e-commerce, and creative studio into a cohesive growth engine.
Approach:
Chameleon Collective swiftly placed an Interim VP of Digital to build and execute a robust digital strategy. This key role involved managing the Direct-to-Consumer eCommerce team’s day-to-day operations, outlining processes, and collaborating with the leadership team to determine the future digital team structure within the Marketing group. Concurrently, we also placed an Interim CMO and an Interim VP Brand. The Interim VP of Digital developed a comprehensive digital strategy, encompassing email marketing, media, website optimizations, loyalty program, and content strategy. They set the framework for long-term planning, led cross-functional teams to execute multiple Omnichannel campaigns, guided the media agency on performance and brand media strategies, and optimized workflows, processes, and communication with partners.
Impact:
The efforts of the Interim VP of Digital not only surpassed monthly e-Commerce sales goals but also established a digital organization structure to support the global omnichannel business. Polaroid, with digital now at its center of excellence, has a blueprint for sustainable growth and is better equipped to tackle future market challenges. The lasting impact of this strategic leadership highlights the power of swift, decisive interim management in times of significant business transformation.
