CASE STUDY / Brand Strategy
Hired back by a former employer to write their year
INDEPENDENT · BOLIVIA · 2024
SITUATION
Delizia had promoted me twice and I had left for Europe. They brought me back as an external consultant to build their 2024 sales and marketing strategy, which is a harder brief than it sounds: an outsider can propose anything, and a former insider has to propose what will survive the people who have to run it.
APPROACH
Build the plan for the whole company rather than for one category, take it to the board rather than to a sponsor, and write it so the deliverables are executable by the teams that already exist. Then stay long enough to see the first ones land.
RESULT
+8% growth versus the prior year across all categories at Delizia, and +23% sales growth at Café 4 Llamas, excluding exports. Being rehired by the company that promoted me twice is the part of my record I would put in front of anyone asking why I have moved.
- Presented to and approved by the board.
- Covered every category, not only the Frozen business I had run.
- Ran a second engagement in parallel, a growth strategy including digital for Café 4 Llamas.
