Aje CMO project brief · Response by Deena Colman
DEENA COLMAN
CMO PROJECT BRIEF RESPONSE Aje.
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Performance

From Demand to Profitable Growth.

The answer isn't simply more paid spend. It's building a connected marketing engine that recruits the right customers and converts demand profitably.

Explore the thinking

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Four connected growth levers
01

Create demand

The Guest List, brand campaigns and cultural influence build desirability and recruit new audiences.

02

Expand discovery

Always on paid media, organic search, PR and creators bring qualified customers into the Aje world.

03

Turn inspiration into commerce

Connect campaign content, social inspiration and occasion led discovery directly to shoppable products, reducing friction between desire and purchase.

04

Grow customer value

CRM, personalisation, clienteling and relevant product recommendations increase repeat purchase and lifetime value.

The Commercial Discipline

Apply commercial accountability across the entire paid media strategy, from creating demand to converting customers.

  • Recruit profitable customers: Set acquisition targets based on contribution margin, expected customer value and payback, with different economics for Aje, Studio and Athletica.
  • Separate demand creation from demand capture: Give brand building and performance activity distinct objectives and measures of success.
  • Measure incremental growth: Evaluate the contribution of paid media to new customers and profitable revenue, rather than relying solely on platform reported ROAS.
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