Growth Marketing Manager For ASKET
Grateful, proud and cheerful for the 14 months of working as Growth marketing manager for ASKET. It’s been my longest assignment and most intensive collaboration so far. And it has been gold standard.
Strategic yet very operative: a hybrid role consisting of planning marketing channels, new customer acquisition, budgeting, handling media partnerships, project management, content strategy for ads and hands-on monitoring and execution in media self-service systems and in analytics tools.
Media Channels & Growth Marketing
As for many direct-to-consumer brands selection of strong marketing channels is key, both in terms of acquiring new customers and to increase brand awareness (especially important for a fast growing e-com brand).
Growth marketing is essentially findings both hacks and ways of improving existing ways of working and find new channels or solutions to gain more traffic, leads or sales from a given source.
Following marketing channels are the ones I’ve managed during the assignment: instagram, facebook, affiliate marketing, print, display, OOH, podcast and search.
Podcasts as an example can be a great channel and medium to create storytelling around brand values, a product or to inform listeners about how much we over consume clothing.
During the time at ASKET I’ve been both researching podcast, operating media contacts, planning meetings, setting strategies for episodes and collaboration all the way to writing briefs for episodes.
Planning Media & Marketing
We’ve been a small yet ambitious team, we’ve gone in a years time from basically my role as growth marketing manager and the co-founder August which also is the CEO of ASKET to one PR responsible, one marketing assistant and one content/social media responsible.
Even though with such a small team we’ve managed to coordinate cross market campaigns and national campaigns in Sweden in media channels such as: Out of home, print, podcast, instagram, facebook, search, influencer marketing and affiliate.
Responsibilities for my role has been to propose, plan and execute media investments and do follow ups in traffic, sales and new customer growth. It’s been intense, challenging and very developing since my time spent in the ASKET office has varied from 50-60% of my total time.
“Adam joined us in early 2019 to support our ambition to grow over 100% YoY. His combined experience in omni-channel and performance marketing, paired with a keen eye for brand strategy made him a key player in our growth journey. Adams bandwidth spanned high level strategy, hands on creative, media planning and campaign execution and optimization. He’s a jack of all trades and on top of that a source of energy and fun you can only wish for in any team.””
Fjällnäs, Sweden
During October to November 2019 we launched the Unraveling The Thread Campaign - a big milestone for ASKE: showcasing for both consumers and the whole industry that Merino wool essentials can be 100% traceable, from sheep to sweater. In order to make this possible a huge commitment and risk had to be made from the ASKET, buying two tons of wool from the same farm in Omeo, Australia.
This campaign was launched in print (UK, SE), podcasts (UK, SE), OOH (SE) and performance marketing channels (instagram, facebook, display, search) in several European markets.
Part of the campaign was the Fuck Fast Fashion wall and activation at Södermalm, Stockholm. We painted this wall to spark a conversation around fast fashion and to make us reflect about how we over-consume clothing.
Fuck fast fashion wall
Dalagatan mural.
OOH planning and execution.
Press Hits During Campaign
Content Strategy
Since social media advertising has been high performer for ASKET, visuals and how different creatives look and performa has been crucial. We’ve spent hundreds of hours to develop, try and optimize different assets for different formats, audiences and markets.
Studying results enabled us to build a foundation for on-going ads and a toolbox how-to build a full funnel setup, from brand awareness down to re-targeting ads.
Data & Analytics
Day-to-day analytics through google analytics and facebook ads manager. When our media efforts and investments increased, so did also our need of more data automation. I got the responsibility to setup Funnel.io in order to be able to analyze marketing performance over several channels and markets
Results
We’ve managed to achieve year on year growth of +100% in revenue. Significant new customer acquisition and traffic growth YoY especially in Germany, also steady and fast growing pace in Sweden, United Kingdom and rest of Europe.
Keys to the success lies in great product offering, fantastic customer service, smart marketing and PR, beautiful communication and a good dose of constant improving.
Summary
It’s been fantastic to see what’s possible to create with such a small team - all from products, marketing, PR, customer service, logistics to content creation. ASKET never do anything half-hearted, that’s for certain. The team is a bunch of hard-working ones with eyes for details.
Being a part of this team has made me a better marketer for sure!