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Lebermuth
Marketing and Lead Generation
Company Lebermuth
Lebermuth launched a fragrance division to provide additional solutions for CPG companies to develop safer and cleaner products. However, their reputation was for essential oils and flavors, not fragrances. They needed to develop brand awareness, content, and lead-generation strategies to grow the fragrance division.
RESPONSIBILITIES:
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+ Strategy and planning
+ Conversion Rate Optimization
+ Website management
+ SEO optimization
+ Content
+ Email marketing
+ Project Management
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PLATFORM: HubSpot and Shopify
CHALLENGE:
The Lebermuth Co has been family-owned and operated since 1908, helping the world smell and taste better. Although they began sourcing essential oils from over 30 countries around the world to provide CPG companies with natural ingredients for product development, the consumer demand for natural and sustainable flavors and fragrances in their products continued to evolve product innovation.
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With this shift, they launched a fragrance division to provide additional solutions for CPG companies to develop safer and cleaner products. However, their reputation was for essential oils and flavors, not fragrances. We needed to develop brand awareness, content, and lead-generation strategies to grow the fragrance division.
SOLUTION:
I spearheaded the evolution of the brand, elevating the marketing collateral, brand image & messaging, website, and tradeshow presence with a focus on natural ingredient solutions, with fragrance-specific funnels. I helped identify market segments, target audiences, and product optimization based on market research to ensure we are targeting the right customer, with the right solutions.
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I developed conversion rate optimization strategies for both customer acquisition and customer retention. I created and executed new website content that is clear and concise to position us as leaders, educate potential customers on why choose Lebermuth, how it works, new lead generation forms, landing pages, email and digital marketing campaigns with targeted lead generation funnels in HubSpot CMS.
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To help grow existing business, I developed a content calendar focused on our key fragrance segments that included trend presentations, nurture campaigns, and marketing collateral to support the sales team with meaningful marketing that educated customers on trends, regulations, formulation options, and new fragrance developments.
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Resulting in a 41% increase in website traffic, and a 32% increase in fragrance division lead generation that helped contribute 15% sales growth YoY for the fragrance division.