Revamping Premier Catch's Marketing Strategy to Drive Growth

Premier Catch, a small business that catches and ships flash-frozen, wild seafood directly to consumers across the US, had seen some success since starting in 2020, but after 4 years, their growth began to stall. Their small team brought me on as a fractional marketing leader to audit their brand positioning and marketing strategy; identify opportunities for improvement; and provide ongoing tactical marketing support.

Streamline Marketing Operations: Premier Catch's marketing strategy was often reactionary, and they were unable to plan content or campaigns more than a few days ahead of schedule. By re-organizing their content planning, creation, and approval process, I helped them be able to have better creative brainstorming sessions, be more strategic about the content they put out, and create high-quality content rather than rely on quantity.

Develop Customer-Centric Communication Strategy: Previously, Premier Catch would send the same content to all of their customers, no matter the channel. I implemented a marketing strategy focused on creating specific content across different channels and segmenting messages to different audiences (such as non-purchasers vs. loyal customers).

Incorporate Data Into Marketing Strategy: While Premier Catch was collecting metrics on their email, organic social, and paid channels, they weren't revisiting the numbers for insights. I incorporated a weekly analytics meeting to collect and analyze key performance metrics; discuss implications for upcoming marketing campaigns; and brainstorm effective storytelling angles for campaigns based on our insights.

Within the first 6 months of our partnership, my work had already improved Premier Catch’s metrics compared to last year:

+54% revenue

+37% first-time orders

+15% AOV

+17% return customer rate.