Transforming marketing and membership growth at The Garden Clinic
- Engagement
- Fractional Chief Marketing Officer
- Industry
- Membership · Media · Gardening
- Duration
- 12 months, ongoing
The Garden Clinic is one of Australia's most trusted gardening brands, but its membership model, customer engagement and digital marketing needed to evolve to better meet changing customer expectations and support future growth.
My approach
I provided both strategic direction and hands-on leadership across marketing, customer experience and digital transformation. Leading the internal team, I:
- Redesigned the membership strategy and customer value proposition
- Developed a new CRM and lifecycle marketing strategy to improve engagement and retention
- Improved the website, SEO and customer journeys to increase digital performance
- Strengthened reporting, marketing governance and agency management
- Built stronger commercial partnerships and advertising opportunities with suppliers
The results
Over a twelve month engagement, and now as their ongoing fractional CMO, the business continues to achieve significant commercial and operational improvements.
- 12%
- increase in membership subscription renewal rates
- 30%
- increase in supplier advertising revenue
- 150%
- increase in website visitors
Results as reported by The Garden Clinic.
Outcomes
- Redesigned membership model built to support long-term growth
- A data led marketing and customer engagement strategy, established from scratch
- Launched YouTube and video content strategy
- Improved agency throughput and delivery, enabling faster execution of marketing initiatives
“Steve has been leading our marketing for over 12 months and has become an invaluable part of our business. As our Fractional CMO, he has brought the strategic direction and leadership we needed, while working alongside our team to turn ideas into action. From redesigning our membership offering and developing our CRM and email engagement strategy to improving our website, SEO, social presence, and managing our digital agency, Steve has consistently delivered practical, commercially focused solutions that have strengthened our business and positioned us for future growth.”
The Garden Clinic, NSW
Wondering what this would look like for you?
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