TEMPLE & WEBSTER
Strong gains in revenue and customer growth, alongside a marked increase in market capitalisation, culminated in the company’s entry into the ASX200.
Impact on the business
Revenue +52% and active customers +67%
Market share shifted from 1.8% to 2.7%
$22M in brand spend unlocked, lifting unprompted awareness to 6th position
New MMM and CRM platforms embedded into the organisation
New agency roster and rebuilt team, with 4 promoted
“As Chief Marketing Officer, I led marketing through a period of significant brand and commercial growth, increasing functional maturity and partnering closely with the Executive Team to evolve how growth was delivered.”
- Joana Barros
The work done to get there
My focus was on reshaping how growth was delivered, bringing clarity to the role of brand as a long-term driver while strengthening its connection to performance and retention.
At the center of that was the development of the "Imagine" brand platform, built to drive greater awareness among millennials and establish the brand as an authoritative voice in the interiors space. This was supported by a new agency village and embedding leading MMM capabilities across the organisation.
From that foundation, the marketing portfolio was rebalanced into channels that could both create and capture demand. A content ecosystem served both long-term and near-term demand, with culture embedded across PR and editorial, CRM and social to strengthen relevance and engagement in more meaningful, contemporary ways. Paid Social, creators and partnerships were scaled as complementary levers, algorithmic approaches to investment allowed spend to respond more fluidly to shifts in demand. Strengthened CRM foundations enabled more relevant, segment-led experiences at scale and we embarked on a CRM migration to a market leading platform.
Running alongside this was a deliberate effort to raise the capability of the marketing function itself - clearer standards, stronger strategic thinking and a more integrated operating rhythm, underpinned by rigorous measurement and governance frameworks needed to make better investment decisions and secure CFO confidence.
