Marketing / Case study
Billabong - Omnichannel Marketing
Marketing and ecommerce leadership for Billabong and related action-sports brands, aligning seasonal campaigns, athlete communities, digital content, retail and ecommerce.
The challenge
Bring ecommerce, stores, wholesale partners and brand communications into a coordinated calendar without separating digital growth from the product and retail experience.
Strategy
Use seasonal planning to connect campaign launches, ecommerce, CRM, social publishing, riders, events, visual merchandising and influencer activity. The Summer 2019 plan shifted emphasis from printed media toward digital channels tied to ecommerce.
Evidence & execution
I led marketing and ecommerce operations across Billabong, Element, RVCA, Nixon and Sector 9, coordinating the marketing, ecommerce and design team with commercial and retail stakeholders. Work included Surfing Days, A Bikini Kinda Life, Billabong Pro, athlete initiatives and community activations. The Summer 2019 report includes an in-house versus agency social-growth comparison, which is subject to publication approval.
What I learned
An omnichannel strategy works when campaign timing, content, stock availability, online conversion and in-store activity share the same priorities. Budget plans and follower targets are not achieved results.
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