Vp Of Ecommerce

Vp Of Ecommerce

A VP holds a smartphone displaying an online store page for Robert Graham sport shirts. Various shirt styles and prices are visible on the screen. The executive's thumb and forefinger are positioned near the bottom, as if scrolling or selecting an item in their ecommerce app.

Case Study

Fast-track Transformation: Robert Graham’s eCommerce Overhaul



Robert Graham, a luxury lifestyle brand, had built a robust eCommerce business. However, as growth began to plateau and their customers became conditioned to shopping during sales, the company recognized the urgent need for a transformation. Their goal was to shift away from over-reliance on discounting and refocus on delivering a compelling digital customer experience befitting their high-end brand.


Understanding the need for quick yet strategic action, Chameleon Collective placed an interim Head of eCommerce within Robert Graham. This leader was charged with defining a new digital strategy in the months leading up to the crucial holiday season. The tactical action plan included a complete overhaul of the site design and user experience, the introduction of a customer segmentation strategy to tailor content and messaging, the creation of new reportingsystems, the implementation of cross-functional processes, and a comprehensive digital marketing strategy and plan. To ensure seamless execution, Chameleon Collective brought in additional expertise, including a Digital Marketing Strategist and Performance Marketing Specialists, to manage all aspects of digital marketing.


Our swift action and strategic insights enabled Robert Graham to evade a path leading to brand devaluation, refocusing instead on a more tailored eCommerce solution. The result? A noteworthy 18% year-on-year increase in conversion rate and a 10% year-on-year boost in sales over three months. Beyond these immediate results, our team established a solid digital marketing foundation for the brand and recruited a permanent Head of eCommerce to carry forward the digital transformation. 


Related Chameleon
Team Members

Ilan Tito

Ilan Tito

Head of Ecommerce

Kevin Flannery

Kevin Flannery

E-comm Marketing Consultant

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