Aje CMO project brief · Response by Deena Colman
DEENA COLMAN
CMO PROJECT BRIEF RESPONSE Aje.
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Chapter 5 / Put A$10M to Work

Invest in desire. Convert demand. Build long term customer value.

My investment philosophy is to put half the budget behind building global brand desire and recruiting the next Aje customer. The balance focuses on converting demand into profitable sales, improving the digital experience and building stronger customer relationships.

Explore the thinking

$10M to Work

Proposed 12 Month Investment Allocation
01 · BUILD DESIREA$5M

Invest in one distinctive global brand and recruitment platform that builds cultural relevance, introduces Aje to new audiences and creates demand beyond individual product drops.

Expected outcome
Greater international awareness and consideration, earned media, branded search, organic and direct traffic, full price demand and incremental new customers.
Measurement
Brand awareness and consideration, earned reach, branded search growth, new customer acquisition in priority markets, incremental demand and campaign contribution.
02 · CONVERT DEMANDA$2M

Invest in always on search, shopping and paid social to recruit customers and capture purchase intent through product and occasion led activity. Optimise investment against customer acquisition economics and contribution margin, not platform reported ROAS alone.

Expected outcome
More profitable new customers, improved acquisition efficiency, stronger international ecommerce performance and increased full price revenue.
Measurement
Incremental new customers, CAC, contribution adjusted payback, net revenue, full price sell through and customer value by acquisition cohort.
03 · BUILD CUSTOMER VALUEA$3M

Invest in the content, digital experience, customer data and retention capabilities that make Aje easier to discover, more compelling to shop and more relevant over time. Reserve investment to scale initiatives that demonstrate commercial returns.

Expected outcome
Improved product discovery and conversion, higher net order value, stronger repeat purchasing and greater customer lifetime contribution.
Measurement
Search performance, reduction in zero result searches, net revenue per session, repeat purchase rate, time to second purchase, CRM incrementality, cohort lifetime value and incremental contribution from scaled initiatives.

The A$10M Investment Plan

01 · BUILD DESIRE

50% of total budget · The Guest List

A$5,000,000
  • Global campaign creative, production and Fashion Week activationA$1,000,000
  • Guest List experiences and events across priority marketsA$1,000,000
  • Talent partnerships and host collaborationsA$650,000
  • Paid media amplification and audience recruitmentA$1,750,000
  • CRM, editorial content and retail integrationA$350,000
  • Campaign measurement and contingencyA$250,000
02 · CONVERT DEMAND

20% of total budget · Performance Acquisition

A$2,000,000
  • Always on performance acquisition: paid search, shopping, paid social, product and occasion led recruitmentA$2,000,000
03 · BUILD CUSTOMER VALUE

30% of total budget · Digital Experience, Retention & Growth

A$3,000,000
  • Product, ecommerce and editorial commerce contentA$400,000
  • Customer Data Platform and data foundationsA$350,000
  • Search and merchandising upgradeA$300,000
  • Virtual styling technologyA$150,000
  • Loyalty and membership technologyA$200,000
  • 24/7 Customer Program, CRM and clienteling activationA$300,000
  • Measurement and optimisationA$300,000
  • Performance based growth reserveA$1,000,000
Total first year investmentA$10,000,000
Investment pillarAllocationShare
Build DesireA$5,000,00050%
Convert DemandA$2,000,00020%
Build Customer ValueA$3,000,00030%
TotalA$10,000,000100%

Investment Approach

This is an indicative first year investment allocation, subject to validating existing capabilities, commercial priorities and implementation costs.

The A$1 million performance based growth reserve remains uncommitted initially and can be deployed across brand, acquisition or digital initiatives once their incremental commercial impact is demonstrated.

The Guest List's A$1.75 million paid amplification budget focuses on creating and extending demand, while the separate A$2 million performance acquisition investment focuses on recruiting customers and converting demand.

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