CASE STUDY
Steering MGO Global Towards Profitable Growth as Fractional CMO & Board Member
The Challenge: Balancing Growth with Profitability in a Public Company
When I joined MGO Global, serving in the dual capacity of Fractional CMO and Member of the Board of Directors, the publicly traded company faced significant strategic challenges impacting its financial health.
The primary operational focus was heavily skewed towards driving top-line revenue, often at the expense of crucial profit margins and overall profitability. This was exacerbated by a marketing tech stack that was both underutilized and costly, with expensive contracts draining resources without delivering commensurate value.
Furthermore, the existing marketing team, while dedicated, lacked the specific experience required to effectively manage sophisticated ecommerce performance marketing campaigns designed to lower Customer Acquisition Costs (CAC) and improve Return on Ad Spend (ROAS), while simultaneously executing strategies to build brand awareness across its portfolio, which included unique assets like The Messi Store, the official apparel store of Leo Messi.
As a public entity (NASDAQ: MGOL), the pressure to demonstrate not just growth, but profitable growth, was immense.
The Solution: Implementing a Profit-Focused Marketing Overhaul
Leveraging my position on the Board and as Fractional CMO, I initiated a comprehensive overhaul focused on driving efficiency, enhancing marketing effectiveness, and ultimately boosting the bottom line. My strategy involved several key initiatives:
First, I conducted a complete analysis of the marketing technology stack, identifying redundancies and renegotiating or eliminating costly contracts to immediately improve margins.
Next, I spearheaded the implementation of entirely new performance marketing campaigns across critical channels like Google, X (formerly Twitter), Meta (Facebook/Instagram), and email marketing. These campaigns were meticulously designed with clear KPIs focused on driving higher conversion rates, lowering CPAs, and maximizing overall ROAS.
Recognizing the untapped potential within MGO’s diverse brand portfolio, I launched the company’s first cross-sell experience to encourage shoppers engaging with one brand (e.g., The Messi Store) to discover others. We developed new, targeted messaging strategies tailored to specific shopper personas to increase relevance and engagement.
Critically, I restructured the Marketing Team, bringing in new full-time employees and expert contractors to significantly up-level the team’s skill set, particularly in performance marketing and ecommerce analytics.
Finally, I worked to improve communication workflows between Marketing, Customer Care, Finance, and Technology teams, breaking down silos to foster greater efficiency and alignment across the organization.
The Results: Significant Financial Improvement and Company Acquisition
My hands-on leadership and strategic redirection yielded substantial improvements to MGO Global’s financial performance and marketing efficiency over an eight-month period. The company witnessed significant positive shifts in both top-line revenue and bottom-line profitability, directly attributable to the optimized marketing spend and enhanced operational efficiency.
The new performance marketing campaigns delivered demonstrably better results, leading to improved ROI and higher conversion rates. The success was so evident that it justified a major increase in marketing investment, which grew by over 200% year-over-year, confidently allocated due to the proven positive returns and the team’s enhanced capability to manage campaigns effectively.
This transformation not only improved MGO Global’s financial standing but also strengthened investor confidence by demonstrating a clear path towards sustainable, profitable growth for its unique portfolio of brands.
As a result, in early 2025, MGO Global was acquired by Heidmar Holdings in a deal valued at $318M.
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