Coaching a New Leader to a Director Role

Chameleon Collective began an intensive coaching engagement with Vera Bradley's new leader, with guidance spanning digital marketing, leadership, and vendor management. Central to the coaching was sharing best practices across digital channels, demystifying growth metrics, and identifying the strategic levers that drive results. We also strengthened the brand's grasp of agency performance so it could question proposals and reject recommendations that didn't fit its broader vision. To round out the work, we introduced a set of forward-thinking vendors to help reveal the marketing avenues truly driving Vera Bradley's success.

The engagement was a clear success. The coaching propelled the internal leader's growth, leading to a well-deserved promotion to a director role within months. Recognizing the value of the work, Vera Bradley extended our engagement from the initial six months to 11. By recalibrating their digital marketing strategy, we reversed the decline in online revenue, a notable result given the downturn in brick-and-mortar stores. The leadership not only expressed satisfaction but volunteered to vouch for our expertise with potential clients.