Leadership Recruitment Boosts eCommerce Growth at Anthony

Challenge:

Anthony, a male skincare brand with a 20-year legacy, was poised to pivot to a digital-first strategy. To execute this transformation, they needed to hire a CMO who could establish the digital vision, formulate a long-term roadmap, and subsequently lead the brand’s direct-to-consumer (DTC) growth.

Approach:

Chameleon Collective was tasked with recruiting the right talent for this critical role. We sought a candidate with extensive experience in leading a digital transformation within the beauty sector, comfortable with elevating a smaller brand to new heights. Our team identified the perfect match in a dynamic professional from Creed, another beauty brand that had successfully undergone digital transformation.

Impact:

The newly recruited CMO joined Anthony in early 2021, and under her leadership, the brand experienced substantial growth on their Shopify platform, coupled with significant increases in conversion rates. This recruitment success fostered a robust relationship with Anthony’s leadership team, leading to further collaboration in hiring talents for the Paid and CX fronts.