Case Study |
Interim CMO: Market Entry Strategies for
B2C Scale-Up

CLIENT

Global
B2C Scale-Up

INDUSTRY

Consumer Products

CONSULTANT ROLE

Interim CMO

LOCATION

France

The Challenge

Adapting to Customer Needs in Different Markets

The client, a successful scale-up in the consumer products space, sought the strategic leadership of an interim CMO to support new market entries. The interim CMO would be responsible for providing strategic direction to the marketing team, refining value propositions and developing tailored strategies for new markets.

“As we continue to expand our reach globally, we needed customized strategies catering to distinct customer preferences of different markets.” — Scale-up CEO

Role of Consultport

Consultport presented 3 strong candidates within 72 hours. The client interviewed all 3 candidates and selected an interim CMO with 13 years experience working in multinational FMCG companies and prior success developing international teams. The interim CMO joined the team 1 week after the initial request.

Approach

Well-rounded Strategic Assessment

The interim CMO assessed the company’s current positioning and product offerings in each target market, identifying strategic opportunities and gaps for refining the brand’s market entry strategies.

To allow better collaboration between global and local teams, the interim CMO incorporated local teams into the strategic planning process by organizing goal-setting workshops and developing cross-regional teams.

Solution

Tailored Strategies & Regional Alignment

Based on the assessment, the interim CMO developed tailored market entry strategies, considering factors such as distribution channels, pricing, and partnerships.

To ensure that all regional teams were aligned on company goals and visions, the interim CMO standardized marketing processes, streamlined communication channels between regional teams and centralized marketing resource hub.

“Our global strategy gains strength when regional teams feel valued and are given the autonomy to shape their approach.” — Interim CMO

Results

Enhanced Collaboration & Smooth Transition

The inclusive approach to empower regional teams fostered a collaborative culture within the marketing organization. Regional teams embraced their roles as essential contributors to global strategy and proactively contributed to marketing initiatives in company-wide meetings, which enhanced creativity and innovation within the organization.

Additionally, the interim CMO assisted in the recruitment and transition of a permanent CMO.