MARKETING MANAGER · PROJECT MANAGER · BRAND & GROWTH STRATEGIST
MIKE DELAUNE
Purpose-driven growth strategist leveraging data and tech to scale brands. Building stronger marketing performance that delivers measurable growth. Let’s connect.
Scaling Ecommerce Growth for the Batiste Brand (Church & Dwight)
Industry: Consumer Packaged Goods (Beauty / Personal Care) | Brand: Batiste | Company: Church & Dwight | Role: Ecommerce Marketing & Digital Growth Strategy
The Batiste brand faced inconsistent product presentation and digital shelf visibility across major online retailers. Fragmented content, inconsistent optimization, and limited alignment between marketing assets and retail platform algorithms reduced discoverability and conversion performance.
CHALLENGE
STRATEGY
Developed a digital shelf optimization strategy designed to strengthen product visibility, improve customer engagement, and increase conversion rates across ecommerce platforms. The strategy focused on aligning content, product messaging, and merchandising with retailer search and category dynamics.
EXECUTION
- Optimized product detail pages with improved product descriptions, imagery, and SEO-aligned keywords
- Standardized brand content and messaging across retailer platforms to improve consistency
- Implemented conversion-focused enhancements to improve product discoverability and customer engagement
- Coordinated cross-functional teams to ensure ecommerce marketing assets aligned with retail platform requirements
RESULTS
- ~20% ecommerce growth across major retail platforms
- Improved digital shelf visibility and search performance
- Increased conversion rates through optimized product content
- Strengthened brand consistency across ecommerce retail environments