The growth challenge:

Following the successful alignment of the growth strategy with the advisory board, the next critical phase demanded focused execution, continuous learning, and delivery of profitable sales growth. Taking on the role of Head of Growth, Marketing & Sales required not only implementing the approved strategic framework but also providing leadership to the marketing function while coordinating efforts across the entire interdisciplinary team. The challenge centered on translating strategic vision into operational reality while maintaining organizational agility to respond to market feedback.

The company:

IONIQ Skincare operates as an innovative German skincare device startup within the Wagner Group, a recognised leader in surface technology. The company's unique value proposition combines advanced beauty devices with specialised cosmetic formulations, enabling users to apply self-tanning products, sun protection, and body care solutions without using their hands. This proprietary system delivers superior evenness and efficiency compared to traditional manual application methods, positioning IONIQ at the intersection of beauty technology and skincare efficacy.

The approach:

Strategic Execution Framework

Beginning with the established growth strategy, I led the development of a comprehensive interdisciplinary action plan for 2024. This structured approach clarified priorities, established measurable objectives, and created organisational alignment around key growth initiatives.

Cross-Functional Collaboration

We implemented a weekly interdisciplinary team meeting focused on strategic projects that had previously been deprioritised due to capacity constraints and operational pressures. This regular forum enabled cross-functional collaboration, accelerated decision-making, and ensured accountability for strategic initiatives alongside day-to-day business operations. The structured collaboration significantly improved decision clarity and implementation consistency.

Integrated Marketing Approach

The marketing function was transformed to operate as a unified team rather than isolated specialists. We instituted a brief-based campaign development process that ensured consistent messaging and coordinated execution across all communication channels, maximising impact with limited resources.

Performance Analysis & Optimization

In collaboration with our agency partners, we established a disciplined monthly analysis across all channels to identify performance drivers and barriers. This systematic approach created a continuous learning environment where insights directly informed tactical adjustments, steadily improving results month over month.

Multi-Dimensional Leadership

Given capacity constraints, I assumed both strategic and operational leadership across multiple critical projects:

• Redefining brand positioning and value proposition

• Directing qualitative and quantitative consumer research initiatives

• Leading communication development from initial briefing through team coordination

• Restructuring pricing and promotional strategies

• Managing the Amazon business channel and securing re-listing on key marketplaces like Douglas

Organisational Redesign

Recognising that the company's organic evolution had created role ambiguity within the marketing team that hindered growth, I championed an organisational redesign. This included clarifying roles and responsibilities, streamlining decision pathways, and creating an organisational structure aligned with the evolved business model.

The results:

The implementation of this comprehensive approach delivered substantial business impact:

• Significant Growth Metrics: Net sales increased by 6% overall, with repurchase net sales growing by 14%. Volume growth showed remarkable progress with 28% higher sprayer penetration and 80% growth in cartridge (cosmetics) sales. Efficiency also improved significantly with 19% reduction in ACOS (Advertising Cost of Sale) and 14% reduction in first-buy ACOS.

• Record-Breaking Performance: Best ever Black Friday sales results, including the highest single-day sales on November 25, 2024, and the best weekly sales performance in company history.

• Strategic Capability Building: Beyond financial metrics, the engagement delivered fundamental business capabilities including:

  • Refined business model clarity

  • Enhanced consumer understanding and centricity

  • Developed brand concept with sharpened positioning

  • Launched three new product innovations

  • Created cross-channel marketing campaign capabilities

  • Restructured price positioning and promotional strategy

  • Successfully transitioned from Amazon vendor to seller business model