● Case 03 · Further Food · Wellness CPG
A rebrand, and customers who came back.
Role
Fractional CMO
Years
2023 – 2024
Scope
All DTC revenue and the omnichannel brand
Model
In-house team plus outside partners
The brief
Where it started
Further Food is a woman-owned wellness brand selling direct and through Amazon and Walmart. When I came in as fractional CMO, growth was coming mostly from existing customers, discounting was creeping up, and subscription was an afterthought. The company had a plan to control costs, but not one to grow.
What I did
The work
The plan. Wrote an 18-month growth plan around six bets: make the website the main direct channel, turn subscription into a lifetime-value engine, expand marketplaces, strengthen the brand, upgrade systems and team, and build customer insight.
The brand. Rebuilt the brand architecture and brand book before touching packaging, then carried it through packaging, creative and new photography.
The website. Reframed the redesign from “new packaging needs a new site” to a channel strategy: a homepage, product and collection pages built to earn the direct purchase.
Partners. Selected and onboarded specialist partners for paid search and social, affiliate, and short-form video.
Cadence. Installed two-week sprints, 90-day plans and clear owners, so a small team could ship consistently.
The insight
Amazon is where people discover you. Your website has to earn the direct purchase, with exclusives, content and service. Treat customers like dollars and they’ll treat you like a commodity.
What changed
The results
Repeat purchase rate
Marketing ROI within six months
The original engagement length: three months became twelve