Case study · Consumer brands
MGO Global
Top line and bottom line, both moved.
Separated a portfolio of consumer brands that had been marketed as one funnel. Revenue up 1,384% year over year, and a $318 million acquisition.
My role: Fractional CMO. Tech stack audit, performance campaigns, cross-sell architecture, persona-level messaging, and the marketing team restructure.
What happened
1,384%
Revenue, year over year
99%
Net profit margin, year over year
86%
Net income, year over year
$318M
Acquisition of the company
Where they were stuck
MGO ran multiple consumer brands, including the Messi Store. Top-line growth was happening. Margins were not, and the team did not have the persona work or the systems to see why. Every dollar of growth was costing more than it should have.
What the market believed
The funnel treated every shopper as the same person. The shopper for one brand was not the shopper for another, but the marketing was built as if the portfolio were a single brand. The market was being sold one story when it needed several, and the margin paid for the difference.
What I changed
Separate the brands. Run the math.
- Tech stack analysis. Audited every tool. Cut what was unused. Renegotiated what was overpriced.
- Performance campaigns. Launched new campaigns across Google, X, Meta, and email. Conversion up. CPA down. ROAS up.
- Cross-sell experience. Built the company first cross-sell flow to leverage shoppers across multiple brands.
- Persona-specific messaging. Built distinct messaging strategies for each shopper segment.
- Marketing team restructure. Hired full-time and contract talent to up-level the team.
- Cross-functional workflows. Improved communication across marketing, customer care, finance, and tech.
Exit outcome: Significant top and bottom-line improvement over eight months. Marketing investment grew more than 200% year over year as a direct result of improved performance, and the company was acquired for $318 million.
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