Project Description
Calendar Club of Canada
Marketing & eCommerce Manager
Famous for popping up across every fall, Calendar Club is a go-to retailer for gift giving for Canadians from coast to coast. Joining at the onset of Covid-19, I was able to bring my background in eCommerce to this company as just the right time.
In this hybrid role, I excelled in balancing oversight of digital marketing and advertising strategy while managing a six figure budget. I quickly earned a reputation as an influential leader and strategic decision maker responsible for elevating the Calendar Club brand through e-commerce and digital management, and was instrumental in implementing strategic changes to achieve success and business growth.
The Challenge
AN UNTAPPED DIGITAL LANDSCAPE
Prior to the impact of Covid-19, the company’s eCommerce channel was fledging, and for the most part unknown. Covid-19 forced retailers to shut down in many parts of the country, which drove business online for much of 2020.
The Approach
BUILDING A DIGITAL FOUNDATION
Calendar Club needed a strategy that would modernize, and increase it’s digital footprint.
DIGITAL ADVERTISING
A bigger, smarter spend helped find exponentially more customers through paid channels than ever before.
HUMAN TOUCH
Adding human faces and voices into the mix resulted in more engagement, and helped grow the brand’s online followings.
EMAIL MARKETING
A reinvented email marketing strategy increased subscriber count, while doing more to show customers the range of products available.
WEB SITE OVERHAUL
An overhaul to the company’s online storefront significantly improved the shopping experience, especially for mobile customers.
SPEED OPTIMIZATION
An investment in site speed optimization reduced load times by almost fifty percent, and in turn delivered a better customer experience.
SEO
Investments into search engine optimization fundamentals helped deliver a major ranking increase for the eCommerce storefront.
The Results
POSITIONED TO GROW
Beyond the Covid-19 surge seen in 2020, Calendar Club is more ready than ever to further grow it’s eCommerce channel.
My unique skillset helped steer the company through the eCommerce surge of 2020 as Covid-19 shuttered retailers across Canada, helping drive almost $3 million dollars in top line sales through a channel that had only ever achieved a small fraction of that.
After that anomalous surge, I managed to achieve a 400% increase in eCommerce sales in 2021 versus 2019.
Not only did eCommerce sales grow, but so did the size of the company’s email subscribers and social media followings.
