Driving Brand Growth: The Strategic Vision for Vera Bradley
Vera Bradley, renowned for its designer women’s accessories, faced a strategic turning point under the helm of a new CMO. The challenge was to develop and articulate a far-sighted vision and strategy for the brand that was not only consistent with the financial goals of the company but also would drive customer acquisition, retention, and brand revitalization.
As the Strategist working with the CMO, the key approach was to lead and mentor a large marketing team towards the development of a robust, 3-year strategic plan. Our CxO level leaders advised and supported the CMO to identify specific KPIs for customer acquisition and value enhancement, aligning plans with cross-functional teams including design, product development, and merchandising, and creating an integrated marketing calendar. Our team worked to identify the brand’s core value proposition, establish customer profiles, devise omnichannel strategies, and determine optimal marketing spend.
The team successfully culminated this extensive planning process into a comprehensive strategic plan. This plan offered a clearly defined roadmap, emphasizing key priorities with specific milestones, thereby ensuring actionable plans were in place. This work marked a significant step in Vera Bradley’s strategic growth, paving the way for sustained customer acquisition, brand revitalization, and overall company success.