Steve Rucker

Transforming Email Strategy

T-H Marine Business Transformation

T-H Marine, a leading brand in the boat parts and accessories manufacturing industry, sought the expertise of Chameleon Collective to achieve a fourfold growth in their eCommerce within two years. Chameleon Collective's holistic approach involved three pillars: Lead, Deliver, and Recruit.In the "Lead" phase, Chameleon deployed the C.L.E.A.R. Assessment framework to understand T-H Marine's goals. An Interim Executive Director of eCommerce and Marketing was appointed to oversee internal teams, redesign the organizational framework, and address gaps in areas like social media strategy and data analytics.The "Deliver" phase focused on execution. Subject matter experts were brought in to enhance performance marketing, eCommerce, and customer experiences. Specialized talents, including a data scientist and social media strategist, were introduced to sculpt advanced reporting dashboards and rejuvenate organic social media approaches.The "Recruit" phase aimed to find a permanent fit for T-H Marine. Chameleon Collective sought a candidate who could weave industry passion with digital expertise to create compelling narratives. The chosen individual redefined T-H Marine's social media perspective and integrated seamlessly with the company's vision.The impact of Chameleon Collective's immersive partnership over nearly three years has been transformative. Organizational blueprints were reimagined, resources channeled toward growth, and a strategic compass, born from the C.L.E.A.R. assessment, continues to guide T-H Marine. The Private Equity exit in Fall 2022 marked the fastest in the firm's history, with Chameleon's well-articulated roadmap facilitating a seamless transition to Public Company ownership under OneWater Marine. Chameleon Collective remains T-H Marine's strategic partner, extending its role to onboard subsidiary brands within the parent company portfolio, aligning shared resources, and supporting a larger scope of eCommerce and digital marketing initiatives for OneWater. The partnership reflects significant achievements, with a sense that there is much more to accomplish in the future.