Brought in to take performance marketing back in-house after years of underperformance, I rebuilt it around Kirkland's own customer data, turning around the most profitable season of the year and driving eight figures of incremental in-store revenue at a pivotal moment for the business.
I was brought in to replace three separate agencies that had been delivering underwhelming results for a couple of years. The first test was immediate and high-stakes: restore growth during Kirkland's most profitable stretch of the year, the holidays.
Instead of blanket campaigns, I built the holiday strategy on Kirkland's own database and shopping behavior. We identified the brand's most frequent holiday shoppers and built segmented campaigns tied to specific product categories for specific customer groups, the right products in front of the right buyers.
In parallel, I tapped into broader in-market shopping data to surface the season's top product trends, then made those trending items the focus of our prospecting campaigns, showcasing Kirkland's inventory of exactly what shoppers were already hunting for.
The segmentation paid off directly: on average, 1.8 additional orders per customer that season, and a 38% year-over-year lift in average order value from those same customers. Overall, I increased paid media ROAS by 320% year over year across November and December.
The next objective carried real strategic weight. Kirkland's was working toward converting a number of its locations into Bed Bath & Beyond stores, and demonstrating strong, emergent in-store sales would strengthen the company's hand in that arrangement. My job was to make the physical stores perform, specifically through Buy Online, Pick Up In Store (BOPIS).
I revamped our Google Local Inventory Ads with new custom, segmented catalog feeds, so shoppers searching for specific home goods could find those exact products in their local Kirkland's. We layered in digital audio ads in select markets highlighting weekly sales and promotions.
Digital wasn't just driving clicks. It was proving there was real demand waiting on the shelf.
From January through March, the physical stores generated $11M in incremental revenue, most of it attributable to the rebuilt Google LIA campaigns and the digital audio push.