EP 265 - Meredith English

Ellen Yin41min

Ellen Yin

00:00

Listening to cubicle to CEO episode 265. Today's case study is a lesson in using customer feedback to evolve your brand. Despite uniquely positioning themselves as frameless prints for 15 years, fracture recently made a surprising and bold move when Meredith English, who led teams at well known consumer brands like Crocs and Daily Harvest, became the new CEO of Fracture.

Ellen Yin

00:22

She recognized the customer demand for a framed option of their signature frameless glass photo prints, and took a calculated risk to roll out this product add on. Introducing this add on to their checkout resulted in a 20% increase in their average order value, improved their customer acquisition costs. And finally, converted fence sitters who had been sitting for ages on their email list into paying customers.

Ellen Yin

00:46

Here's exactly how fracture made this decision and launched this add on and when it's smart to adapt your business to grow alongside your customers, evolving preferences.

Ellen Yin

00:59

Welcome to cubicle to CEO, the podcast where we ask successful founders and CEOs the business questions you can't google. I'm your host. Ellen Yin, every Monday, go behind the business in a case study style interview with a leading entrepreneur who shares one specific growth strategy they've tested in their own business, exactly how they implemented it and what the results and revenue were. You'll also hear financially transparent insights from my own journey bootstrapping our media company from a $300 freelance project into millions in revenue.

Ellen Yin

01:41

Hey everyone, welcome back to the show. Today, I have Meredith English joining us. And Meredith, you have an interesting cubicle to CEO story, because you actually used to work at Crocs. So I'm going to say it's more of your crocs to CEO story. Do you want to share with us what that catalyst was that led you to entrepreneurship?

Meredith English

02:00

Yes, no, definitely. So as you said, I spent a good bulk of my career, actually, within the Crocs ecosystem. I started my career as a management consultant specializing in retail and consumer products. I then joined Crocs and worked on a number of different phases through the company, so first on its turnaround strategy, and then with a number of operational roles within Crocs, I ran our Gibbets Charms business, and that was almost a startup within Crocs.

Processing audio...