Simulation Details

Veloria is a dynamic D2C fashion brand known for its exclusive, limited-edition collections that resonate with fashion-forward consumers. The company focuses on both brand marketing to enhance customer retention and performance marketing to drive immediate sales. Recent brand campaigns, such as the “Eco-Chic” collection, have significantly boosted organic search and customer retention rates. However, these investments have also increased the blended Customer Acquisition Cost (CAC) by 10%, presenting both opportunities and challenges. Veloria leverages advanced tools like Google Analytics and HubSpot to optimize their marketing strategies. The challenge lies in demonstrating how these brand investments contribute to sustainable growth and improved customer retention.

The main challenge in this simulation is to convince Jason, the Performance Marketing Lead, to maintain investment in brand marketing. Jason is concerned about the increased blended CAC from recent brand campaigns and is skeptical of metrics that do not directly correlate with performance marketing outcomes. As a Brand Performance Manager, your role involves presenting compelling data and strategic arguments to convince Jason of the long-term benefits of brand investments. You will need to navigate Jason’s skepticism by providing detailed retention data and making a persuasive case against a short-term focus on direct response marketing.

As the Brand Performance Manager at Veloria, your mission is to balance brand and performance marketing. You will interact with Jason Whitmore, the Performance Marketing Lead, who is skeptical of brand metrics and focuses on direct response marketing. Your tasks involve presenting retention data that demonstrates the benefits of brand campaigns and making a strategic argument against a short-term focus on direct response marketing. Your goal is to align the company’s marketing efforts with long-term goals, balancing immediate sales with sustainable growth and improved customer retention.

– Present retention data to Jason Whitmore, highlighting the 20% boost in repeat purchase rates and the increase in average order value from $100 to $120.
– Make a strategic argument to Jason Whitmore, emphasizing the 45% lift in organic search and the doubling of customer retention rates from 25% to 50%.
– Convince Jason Whitmore to maintain brand investment for sustainable growth.
– Align the company’s marketing efforts with long-term goals, balancing immediate sales with long-term customer loyalty.

Team

Who you will work with in this Simulation
Your team is 100% generated by AI – you will not interact with real people and no human will read your conversation.

Jason Whitmore
Performance Marketing Lead

Sophia Bennett
Head of Marketing

Organization

A dynamic D2C fashion brand known for exclusive, limited-edition collections and a focus on sustainable and ethically produced fashion.