Business Challenge
A digital organization within a Top 10 global FMCG company was facing financial losses following a significant legal issue. With limited team resources, constrained spending, and pressure to restore performance, leadership needed to reassess its digital strategy and identify a sustainable path to profitability in under two years or close the channel.
Leadership Decisions
Evaluated the P&L and identified opportunities to reduce unnecessary expenditure.
Reassessed digital marketing investment and channel priorities, changing strategy and targeting resulting in 50% YoY increase in key KPIs.
Identified opportunities to diversify revenue through new digital sales channels growing an incremental $1M revenue in two years.
Repositioned team capabilities around business priorities.
Established a more disciplined approach to investment and performance, inclusive of technical spend for global technology migration and fulfillment center modeling to support 3PL.
Business Impact
50% growth in digital marketing channels within two years.
Two new digital sales channels launched, including expansion to omnichannel.
16% improvement in operating profit over 24 months.
Advisory Perspective
Turning around an underperforming business requires leaders to make difficult decisions about where to invest, what to prioritize, and which capabilities are essential for future growth. Financial performance improves when strategy, resources, technology, and organizational accountability are aligned.
