Backyard Discovery

Mielle

Role: Beauty

PLACED INTERIM THEN PERMANENT CMO TO REDESIGN THE MARKETING ORGANIZATION AND DRIVE EFFICIENT GROWTH

OVERVIEW

Berkshire Partners approached us for interim CMO support for their most recent investment, Mielle Organics. The company is already featured in major retailers like Sally Beauty, Target, Kroger, CVS, Walgreens, and Walmart,. Additionally, their natural haircare products are sold directly on line and internationally in Europe, Africa. In 2020, Mielle Organics grew over 160% with expectations to rapidly continue that growth on the back of their $100,000,000 investment.

RESULT

Initially we placed an Interim CMO with a deep background in the CPG and beauty space. She was able to make an instant impact designing a new marketing organization, creating criteria for selecting new agencies and vetting short-lists, reclaiming abandoned cart sales online, coaching innovation and marketing teams, and elevating marketing stories to support retailer line reviews. 

In the true fashion of Chameleon she became an extension of the team supporting near and mid-term growth goals,  Her natural chemistry with the leadership team led to acceptance of the role as a permanent CMO.  Although disappointed to lose one of our top Interim leaders, we’re always happy to see great talent come together with great companies. At the end of the day, who are we to stand in the way of love?