Building a scalable marketing function for one of Australia's leading florists
- Engagement
- Fractional Chief Marketing Officer
- Industry
- Retail · eCommerce · Floristry
- Duration
- 8 months
Pearsons Florist had built a strong reputation and a loyal customer base, and were looking for senior marketing leadership to bring a fresh set of eyes to growth and optimisation opportunities.
The opportunity
Working alongside the owners, I was engaged as Fractional CMO to strengthen marketing capability, improve customer experience, implement better reporting, and establish the strategic foundations for sustainable growth.
My role
I partnered with the leadership team to build a modern, commercially focused marketing function, covering:
- Marketing strategy
- Customer experience
- eCommerce and conversion optimisation
- CRM and customer retention
- Customer analytics and reporting
- Agency leadership
Key deliverables
Strategy and leadership
- Introduced KPI frameworks and executive reporting
- Managed agency performance and marketing priorities
Customer experience
- Reviewed and redesigned key customer journeys
- Improved product pages, checkout experience and delivery information
- Developed conversion optimisation and UX recommendations
Customer retention
- Designed CRM and lifecycle marketing strategy
- Built customer segmentation and automated email journeys
- Designed retention and reactivation campaigns
Data and insights
- Analysed customer lifetime value, purchase behaviour and churn
- Improved attribution and marketing decision-making
Digital growth
- Delivered SEO strategy and local search improvements
- Guided paid media optimisation
Business impact
The engagement transformed marketing from a collection of tactical activities into a structured business capability.
Outcomes
- Clear marketing strategy aligned to commercial objectives
- Improved customer experience across the online purchase journey
- Stronger customer acquisition and retention through lifecycle marketing
- Better customer and data led insights to support business decisions
- Improved agency accountability and governance
Capability delivered
Strategy
- Marketing strategy
- KPI framework
- Agency leadership
- Customer analytics
Customer experience
- Customer journey mapping
- Website UX
- Conversion optimisation
- CRM and automation
- Lifecycle marketing
Growth
- Paid media direction
- Content strategy
- Digital roadmap
My role wasn't simply to improve marketing performance. It was to build the capability, systems and strategic foundations that would enable Pearsons Florist to continue growing long after my engagement concluded.
“Steve worked with us as a marketing consultant, supporting us across our digital strategy, customer journey, and broader marketing initiatives. He brought a fresh perspective to the business and encouraged us to think more strategically about our marketing and customer experience. His recommendations were practical, commercially focused and straightforward to implement, helping us bring greater structure and clarity to our marketing and decision-making.”
Pearsons Florist, NSW
Wondering what this would look like for you?
The free Marketing Check-Up scores your marketing across ten areas and names the one thing to fix first, in about ten minutes. Prefer to talk it through? Explore Fractional CMO support.
Start the free check-up