Working with Siân and her team was a real game changer for Camden Town Brewery. Her knowledge of digital is un-paralleled and she is fantastic at taking a holistic view of your total business. The progress we made in such a short space of time was incredible to see and went beyond our expectations. The insights we gained from the data analysis helped inform our strategy going forward.
She gave us the foundations we needed for success, which we still use to this day. But maybe the best thing about working with Siân is that she is an absolute delight. She was so supportive through the whole project and beyond. The entire team benefited from working and learning from her, and enjoyed it immensely.
Maddy Morgan, Head of eCommerce at Camden Town Brewery
Words By Siân Allmark.
Meet Camden Town Brewery
Camden Town Brewery is a high-growth challenger brand renowned for its wide range of beers, unique flavour combinations, and fresh approach to craft beer. Camden Town has experienced a huge period of growth, only equalled by its future ambition. As their growth acceleration consultant, I was tasked with identifying growth opportunities and implementing strategies to help them achieve their next stage of growth. Working closely with the Camden team and a super-talented data analyst, I led a 10-week Digital Growth Acceleration Programme, and it was so much fun.
Growth Audit: Distilling Strategic Direction from Data
The first step was to conduct a comprehensive growth audit of Camden Town Brewery's platforms, digital marketing strategy, growth model, and customer data. This allowed us to identify key areas of opportunity and growth insights to build the acceleration programme upon. Once this was complete, we ran a digital workshop with key stakeholders from across the business to leverage their valuable insights and ideas. During the workshop, we defined key questions the team and leadership wished to answer through the programme.
Crafting a Strategy for Growth
Insights from the Growth Audit were then applied to the TFM Quadrants of Growth to assess Camden Town’s capabilities in the four Growth Work Types. The quadrants were then overlaid with human, market, and maturity context for a precise view of their current growth system. From here, a blueprint for digital growth was crafted.
Strategic Enablers: Laying the Foundations for Growth
One of the major areas of opportunity we identified was the need for a new eCommerce platform that unified Camden’s customer experience across their omnichannel presence. I worked with the team to achieve internal project sponsorship and ran an RFP process to find the best partner, providing technical support to senior leadership throughout the process. The new platform is now live and provides a solid foundation for future growth. Tech is nothing without an excellent team. Camden Town has talent in spades, so it was a pleasure to support the team in defining an eCommerce org structure for talent retention and eCommerce growth.
Defining Data and Measurement Structures
Long-term sustainable growth is built upon a solid growth model. After we analyzed the existing growth model and made recommendations for improvement, we worked closely with the Camden Town team to define a KPI and measurement framework across their entire marketing funnel. Then, we rolled out dynamic data visualizations, allowing the team to track performance in real-time.
Defining Short and Long-term Growth Strategies
The Growth Acceleration Programme aimed to help Camden achieve their short and long-term growth goals. Following a customer segmentation, a retention strategy comprising of a 10-touchpoint automated CRM flow was designed to drive engagement, LTV and reduce churn. We also commissioned the design of a flexible, branded email template that allowed the team to build and send emails quickly and efficiently. Next, we audited Paid Media to unearth growth opportunities and worked with Camden Town’s media agency to optimize and improve their DTC media performance. Lastly, we provided beer launch strategy support, helping to define launch strategy best practices using an analysis of past campaigns, and provided consultancy on maximizing value from strategic collabs such as the Camden X Marmite Beer. Leveraging data collection, SEO, and Paid Media to amplify the results of these show-stopping activations Camden is famous for.
The Result
- Short-term: Within just 10 weeks, Camden saw five figures of incremental revenue and collected thousands of new data records.
- Long-term: Together with Team Camden, we laid the foundations for strong future eCommerce growth through a scalable platform, data clarity, and strategic eCommerce Leadership.
