Growth Marketing & Customer Service 

In 2011 we merged the team that built Competitive Cyclist with Backcountry. Despite Backcountry’s phenomenal brand identity and significant gross revenues, the brand struggled with an effective customer service model, repeat buyer rates, and escalating performance marketing costs. We leveraged our deep experience in personalized customer experience and housefile management to increase Backcountry’s customer loyalty, recency, and frequency to not only drive significant customer lifetime value increases, but to also stave off the escalating marketing costs as a percentage of top line sales. We were instrumental in super-charging the Gear Head customer service team, creating what has become the gold standard for customer service in outdoor verticals. We introduced a more sophisticated approach to RFM metrics and dashboards to enhance Backcountry’s already powerful acquisition engine, and introduced direct response marketing that eventually evolved into the Backcountry catalogue program.