Blue Nile pioneered the online engagement ring and jewelry eCommerce vertical back in 1999. They have consistently been leaders in the space and continue to maintain market share dominance in terms of online engagement ring sales. However, as the vertical has rapidly evolved with both brick and mortar chains making more concerted pushes online and changes in consumer shopping behavior, the brand has realized the need to evolve more rapidly.
In May of 2018, we placed a VP of Performance Media at their HQ in Seattle, WA to lead a team that was in flux, with both the Online Performance Director and CMO transitioning out. Responsibilities of the interim role covered day-to-day management of the various media channels, representation within executive meetings, and planning/budgeting. The role was staffed for over nine months until February 2019 when a new CMO was fully up to speed after being brought on in December.
Final deliverable materials included full documentation, status, recommendations and handoffs on current media partners and recommended go-forward media tactics, allowing the new team to operate efficiently even without a new VP in-house yet.