Duckworth - Montana Born. American Made.

Duckworth was founded by fourth-generation sheep ranchers dedicated to creating apparel made from 100% Montana-grown Merino Wool to produce high-quality products. The company offers a variety of premium, source-verified garments that are designed to endure the rugged conditions of the Northern Rockies, using an entirely America-made supply chain that Duckworth calls Sheep to Shelf™.

The business had been operating for close to a decade, primarily in a DTC e-commerce model, but without a strong understanding of the HEART of our brand. Our opportunity was to craft a strong brand narrative and calendarize strategic brand campaigns to grow awareness and tell the story of how we were doing apparel differently to anyone else in the market. The primary channels were digital, with a new focus on bringing the brand to life through experiential activations and events to compliment.

With increased competition in the merino wool market, online presence and e-commerce experiences were imperative to drive consistent returns. Using data to provide customized and powerful customer experiences to drive continued growth and success.

First was refining strategy around creating, executing and optimizing daily campaigns, achieving more than 65% of revenue from owned-media channels (email and SMS). We achieved consistent 35%+ MOM + YOY growth in a time when competition and industry was trending down.

With a young team, I brought expertise to product development and supply chain collaboration to implement line planning and forecasting discipline. I developed a product campaign for our most ambitious product offering ever (double the price tag of anything before it), and drove complete sell through in under two weeks.

Leveraging extensive networks in the outdoor industry, I helped lead the development of key partnerships and ambassador relationships to help drive authenticity and influence in new audiences and channels.

Campaigns included;
- Montana Born. American Made. (brand awareness campaign)
- 12 Days of Duckworth (launching 12 new products in 12 days to drive sustained revenue leading up to Holiday)
- Wool: Not Just For Winter (brand campaign and ambitious task of reframing customer sentiment that wool is only for cold temps, highlighting product value propositions)
- Color Stories

Projects included;
- Migrating SMS to Attentive to focus on growing subscriber list
- Implementing paid product and catalog feeds in Google Shopping and Meta
- Setting up SEO tracking in Semrush and Google Search Console, optimization and blog content creation
- Using Shogun to increase conversion rates on key pages
- Implementing Yotpo for reviews and loyalty programs, developing CX discipline within marketing department