Case Study: Mielle Organics – Fractional CMO

Case Study: Mielle Organics – Fractional CMO

Case Study

Building a Future with Mielle Organics: CMO’s Key Role in Acquiring and Scaling Success

 

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.

Approach:

Chameleon Collective provided a Fractional 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, created a 3-year innovation pipeline, led brand strategy development, and redesigned the marketing strategy.

Impact:

Under the seasoned leadership of the Fractional CMO, Mielle Organics achieved significant success: doubled the overall revenue of the business, increased eCommerce (DTC, Amazon) revenue by 70%, and enhanced email and SMS subscribers by 40% in under six 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.

Related Chameleon
Team Members

Anne-Michele Harrington

Anne-Michele Harrington

Interim Leadership - CMO

Holly Thomas

Holly Thomas

Communications & PR Leader

Radha Badani

Radha Badani

Brand & Consumer Strategy

Tavis Salazar

Tavis Salazar

Partner | Creative Director

Data Analytics

Brian Beise

Brian Beise

Brand Voice & Tone Specialist

Johnny Cate

Johnny Cate

Copywriter

Melissa Pacheco

Melissa Pacheco

Executive Recruiter

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