Marketing Acceleration Pod

A cross-functional team built to quickly ideate, develop, launch, test, and measure campaigns in an agile framework. The goal of which is to drive statistically proven, incremental sales.

Mission of the Marketing Acceleration Pod

Accelerate sales across the customer lifecycle with an agile, incremental, impact-driven approach by testing measurable, scalable marketing tactics

How the Pod Came to Life

I met with department heads to get buy-in, ensuring appropriate resources would be allocated to this project. We partnered with the appropriate team members and iterated on the functional areas required.

Once support was obtained, we developed a sprint schedule that would ensure we maintained a constant pipeline of test ideas and campaigns to run.

To retain support, we met with executive sponsors quarterly to showcase performance and highlight incremental basis points growth.

We established a regular cadence to encourage ongoing engagement

Objectives:

Keep a close pulse on strategic priorities
Get ideas and feedback on test opportunities
Encourage broader business buy-in
Provide visibility and recognition for pod efforts

Measuring the Pod's Success

Every campaign used a rigorous A/B testing methodology to measure the incremental impact it was driving for specified primary and secondary KPIs.

Winning tests were tracked against our EOY goals and scaled up to include the control audience.

The impact was measured in basis points (BPS) growth for realized sales hitting the P&L, as well as estimated annualized impact.

Performance of Winning Campaigns Were Socialized

After the results were measured and campaigns were scaled, we created detailed reports on the success of the campaigns and socialized them throughout the organization.

Established a newsletter with these results that would get sent out monthly.