Case Study: Driving Growth and Diversification at From You To Me
Company Context
From You To Me, a publishing brand, initially brought me in as a consultant to manage marketing operations for their 10-year anniversary campaign and a high-profile Mother’s Day launch. While delivering these projects, it became clear that the business required long-term growth planning on their B2B side..
At the time, From You To Me was heavily reliant on sales through Not On The High Street (NOTHS). However, the platform was shifting its model, discouraging larger or higher-volume sellers, which posed a significant risk to From You To Me, revenue base. The company had limited retail partnerships beyond NOTHS and an underutilised sales infrastructure.
Diagnosis and Strategy
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Recognising the risks of over-reliance on a single channel, I developed a broader growth strategy for From You To Me, which led to me being invited back on a year-long contract as Trade Sales Marketing Manager.
The strategy centred on:
Sales funnel redevelopment
Implemented a new CRM system to improve customer data management, communication, and pipeline tracking.
Reactivated dormant sales agents on the road, increasing coverage and unlocking new retail opportunities.
Brand profile building
Designed a PR campaign aligned to the summer holidays around a hero product, creating momentum and boosting seasonal sales.
Increased engagement with retailers through targeted trade marketing activity.
Market diversification
Identified a gap in the market where the brands products could be positioned as bespoke or white-label solutions.
Initiated conversations with premium retailers such as The White Company and Mamas & Papas, exploring collaborative opportunities.
Execution and Results
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Over the course of the contract, the strategy delivered measurable results:
Stabilised sales pipeline – Reduced dependency on a single e-commerce marketplace by reactivating field sales and diversifying revenue streams.
PR success – Seasonal summer campaign boosted brand awareness and drove incremental product sales.
Retailer engagement – Opened doors with premium UK retailers, positioning teh brand as both a consumer brand and potential behind-the-scenes supplier.
Stronger infrastructure – Introduced CRM and sales processes that gave the business greater visibility and control of future growth opportunities.
Impact
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The brand transformed into one with a clearer growth trajectory, stronger trade relationships, and a more professionalised marketing and sales operation processes. By anticipating the risks of e-commerce reliance and repositioning the brand with retailers, they were able to build resilience and prepare for its next stage of development.