The Digital Shift in Décor
I led the shift from legacy print promotions to a digital-first, high-ROI marketing ecosystem. See how strategic roadmapping, upgraded tools, and disciplined execution drove engagement, lowered costs, and accelerated enterprise value.
Challenge
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Old Time Pottery, a private-equity owned regional retailer, needed to move beyond a print-heavy, promotion-driven model and shift into a modern, digital-first marketing engine. The business had fragmented digital tools, low engagement, and no unified strategy to drive customer behavior or long-term value creation.
Approach
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I evaluated all digital channels against competitors, led customer research, and built a five-year digital roadmap. I modernized core capabilities by launching a new website, enabling BOPIS/SDD e-commerce, establishing SEO and local search optimization, and adding CRM-driven text messaging. I also launched an influencer program, strengthened organic social, and implemented performance marketing to acquire new customers.
Outcome
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The transformation helped deliver record sales and profitability and positioned the business for a successful exit. Organic traffic increased ~30%, total site traffic grew ~50%, and social subscribers scaled from 400 to 65K. Text subscribers exceeded 200K, email grew by 400K with materially higher engagement. Marketing costs dropped from 4% to under 2% of sales, and the business eliminated $1M in non-working spend. Local search visibility doubled to over 2M views annually, and BOPIS/SDD added $1M in incremental sales.