01 — CONTEXT
Turning expansion into an integrated growth model
Sleeper was expanding across direct-to-consumer, wholesale and marketplace channels.
The initial engagement centred on supporting the brand through a marketplace onboarding process. From there, the opportunity broadened: to consider how marketplace growth could work alongside brand, trade, content and customer strategy as part of one connected model.
02 — STRATEGIC SHIFT
One strategy, multiple commercial expressions
A broader strategic framework was developed to connect B2C, trade marketing and content around shared priorities.
Instead of optimising channels independently, the proposal considered how calendars, resources, KPIs and customer-facing activity could work as one system — balancing immediate commercial performance with longer-term brand equity.
Channel-led planning Promotional dependency Separate commercial functions
Integrated planning Full-price and brand equity focus Shared commercial priorities
03 — PROPOSITION
An integrated growth framework
The proposed model organised the opportunity around three connected areas: brand equity building, B2C trade and trade marketing.
Brand activity centred on fashion-focused content, community acquisition and customer retention. B2C trade considered full-price strategy, cross-selling, customer journeys and the quality of traffic. Trade marketing connected paid media, social and affiliate activity to commercial priorities.
Across all three sat a common operating layer: integrated calendars, resource allocation, relevant KPIs, budget efficiency and cross-functional collaboration.
BRAND EQUITY Fashion-led content, community building and customer retention.
B2C TRADE Full-price strategy, cross-selling and higher-quality customer acquisition.
TRADE MARKETING Paid, social and affiliate activity aligned with commercial priorities.
OPERATING MODEL Shared calendars, budgets, KPIs and cross-functional coordination.
04 — ACTIVATION
From marketplace onboarding to wider strategic advisory
The engagement began with marketplace onboarding support and developed into a broader strategic proposal for how Sleeper could connect its marketing and commercial activity.
The work mapped opportunities across content, community, CRM, onsite journeys, acquisition, affiliates, localisation, budgeting and performance measurement, creating a strategic roadmap rather than isolated channel recommendations.
05 — OUTCOME
A strategic direction for integrated growth
The work produced a broader integrated marketing strategy for Sleeper, establishing a framework through which brand building, B2C trade and trade marketing could be managed together. It created a clearer structure for connecting commercial priorities with longer-term brand and customer growth.
Independent strategic consultant. Initially engaged to support marketplace onboarding, then developed a broader integrated marketing strategy spanning brand, customer and trade opportunities.
The initial marketplace engagement developed into a broader strategic proposal connecting brand, commercial and marketing opportunity.