Education & Training
Interim CMO
Doubled revenue, grew eCommerce 70%, and expanded distribution, leading to successful acquisition by Procter & Gamble in under 6 months.
Mielle Organics LLC
The Client
- Company
- Mielle Organics Llc
- Website
- mielleorganics.com
- Headquarters
- US
- Employees
- 51-100
About Mielle Organics
Mielle Organics is a natural and organic hair care brand specializing in products for textured hair (coily, curly, wavy). ) with a focus on natural ingredients.
The 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.
Our 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.
The 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.
The Work
2x
overall revenue doubled
70%
increase in eCommerce revenue
40%
more email & SMS subscribers
The Team
The Chameleons who delivered this engagement.
