Background
Highly profitable B2B e-commerce site achieved over $1 billion dollars online and wanted further growth. The company had strong brand recognition and was interested in penetrating the B2C market to capture new customers, gain revenue, and grow market share.
Challenge
Acquire incremental customers without diluting the B2B brand, confusing customers, and accomplish this on a limited budget.
Results:
- Negotiated agreement to launch branded storefront on Amazon.com including a competitor carve-out
- Led project team and managed 45 member cross-functional team (IT, merchandising, marketing, distribution, customer service, legal, and tax)
- Generated over $25 million in incremental revenue in first 18 months on 100k SKUs
- Sustained 25% year-over-year sales growth for three years