Telehealth B2B and DTC Subscription Services Provider
Elevating Engagement, Growth, and Brand Identity for a Telehealth B2B and DTC Subscription Services Provider
Business Challenge:
With over 10 million eligible prospects, the Company faced a critical engagement gap: fewer than 250,000 users had activated their Telehealth accounts. Many consumers were unclear about when to choose Telehealth over primary care, urgent care, or the ER. To drive usage and build loyalty, it was essential to clarify the brand’s value, encourage registration, and foster ongoing engagement to keep the Company top-of-mind for users.
Solution and Execution:
In under two months, I crafted and launched a multi-faceted, data-driven strategy that did more than generate leads—it built a recognizable, trusted brand identity that resonated with consumers. Key components of this initiative included:
- A robust multi-channel campaign using a new SEO-driven website, targeted social media, and email, designed to both capture attention and reinforce brand credibility.
- A welcoming brand experience delivered through customized welcome kits and performance-driven demand generation campaigns, each designed to ensure consistent, value-driven weekly engagement.
- Production of engaging brand materials including on-message collateral, direct response mailers, PR, blogs, videos, flyers, posters, website banners, postcards, promo items, tradehow booths, and FAQs—all aligned to solidify brand presence across touchpoints.
- Creation of a self-service marketing hub, empowering clients (employers, health plans, and health systems) to download and customize branded marketing assets, helping them effectively communicate the Telehealth value proposition within their organizations.
Results and Impact:
These initiatives not only increased market awareness and accelerated SEO traction but also established a memorable, trustworthy brand. Through this strategic branding and engagement focus, the Company achieved significant results across key metrics:
- eCommerce registration: Increased by over 42%
- Engagement: Grew by more than 64%
- Utilization: Improved by over 44%
- Retention: Achieved a remarkable 97%
By fusing a data-driven strategy with a powerful brand message, I transformed the Company’s presence, making Telehealth an essential, top-of-mind service for millions and establishing a scalable brand for sustained growth and loyalty.
AI SaaS Software for Marketing and Sales Automation
Driving Brand Transformation and Market Expansion for AI SaaS Software in Marketing and Sales Automation
Business Challenge:
After establishing dominance in the automotive sector, the Company saw vast growth potential for its AI capabilities across new verticals. However, entering the highly competitive enterprise market required more than technology—it needed a complete brand transformation. To gain credibility and differentiate itself, the Company needed a new name, value proposition, and brand identity that highlighted the unique strengths of its product and resonated with a broader audience.
Solution and Execution:
In less than two months, I led a full-scale rebranding initiative that aligned the Company’s vision with a dynamic new identity and market strategy. This transformation included:
- A new name, logo, value proposition, and messaging framework designed to reflect the product's distinct attributes and reinforce credibility in the enterprise AI landscape.
- Development of a high-impact, search-engine-optimized website and permission-based marketing platform, bolstered by multi-touch engagement campaigns across social media and digital channels.
- Comprehensive campaign assets including new collateral case studies, infographics, white papers, direct mail, press releases, SEO and SEM, blogs, videos, trade show booths, presentations, and advertising—all crafted to amplify brand visibility and credibility.
Results and Impact:
Through this strategic brand and marketing transformation, the Company saw unprecedented growth and market recognition:
- Website Traffic: Increased by 1,119%
- App Downloads: Grew by over 600%
- Pipeline Growth: Scaled by more than 400% within six months
This brand overhaul not only established the Company as a credible enterprise AI leader but also opened doors across verticals, creating a scalable foundation for ongoing market expansion and innovation. Through a blend of brand strategy and data-driven execution, I positioned the Company for sustained growth and long-term success in a crowded, competitive landscape.
Cloud-Based Cybersecurity Subscription Services
Transforming Brand and Driving Enterprise Growth for Cloud-Based Cybersecurity Subscription Services
Business Challenge:
After years of operating under the radar, the Company was acquired by a private equity firm that recognized the untapped potential of its advanced cybersecurity technology. The challenge was clear: to reposition and elevate the brand for credibility and growth in the enterprise sector, distancing it from its historical associations with less desirable industries that could hinder expansion.
Solution and Execution:
A comprehensive rebrand and strategic realignment were essential to position the Company as a credible leader in enterprise cybersecurity. Within six months, I led the Company through a full-scale transformation that included:
- Development and execution of a new branding and messaging platform, underpinned by a refreshed go-to-market strategy designed to resonate with enterprise clients.
- Creation of a cohesive suite of brand assets, including a new website, corporate brochure, service datasheets, white papers, case studies, market studies/attack reports, and threat advisories. Additional assets included press releases, infographics, recruitment materials, blogs , videos, and competitive sales tools, establishing the Company as a thought leader.
- Multi-channel demand generation campaigns to drive customer acquisition, increase market share, and build a robust business pipeline, with targeted online and print advertising, social media, and email outreach.
Results and Impact:
This strategic overhaul yielded transformative results, positioning the Company as a premier cybersecurity brand and significantly expanding its market footprint:
- Revenue Growth: Sales increased from $14 million to $70 million
- Employee Expansion: Grew from 44 to 220 employees
- Client Base: Expanded from 210 to 450 enterprise clients
- Acquisition Outcome: Culminated in a $370 million acquisition by Akamai, delivering a 2,366% return for the PE firm
By combining brand repositioning with a strategic growth plan, I transformed the Company into a high-growth enterprise leader in cybersecurity, delivering measurable outcomes and creating a scalable foundation for future success.
Fintech: Payment Processing and Merchant Services
Leading Brand Reinvention and Strategic Growth in Fintech for Payment Processing and Merchant Services
Business Challenge:
The holding Company had successfully acquired 19 payment processing and merchant services businesses, creating a profitable global enterprise. However, as next-gen Fintech firms surged with cutting-edge technology, self-service models, and highly competitive offerings, the Company faced an urgent need to modernize and reposition itself to protect its market relevance and enhance its valuation in preparation for a future exit.
Solution and Execution:
In just 90 days, I led a complete brand and business transformation, implementing a strategy that aligned the Company with evolving industry standards and differentiated it from disruptive competitors. Key initiatives included:
- Creation of a new company name, logo, value proposition, product suite, and brand identity, all designed to resonate with modern Fintech demands.
- Development of a comprehensive go-to-market strategy featuring a search-engine-optimized, permission-based website and an enhanced social media presence, all aimed at expanding reach and building credibility.
- Execution of multi-channel, data-driven campaigns—including collateral, case studies, white papers, mailers, PR, blogs, videos, SEO and SEM, and targeted data-driven advertising—to boost brand awareness, drive demand generation, and nurture engagement.
- Establishment of a 24x7x365 white-glove contact center to provide high-quality lead qualification and ensure a streamlined, professional customer experience.
Results and Impact:
Through this rebranding and strategic marketing approach, the Company gained traction in a rapidly changing Fintech landscape:
- Market Awareness: Achieved significant industry recognition and quickly built SEO traction
- Pipeline Growth: Established an eight-figure new business pipeline
- Competitive Edge: Secured competitive wins, affirming the success of the repositioning strategy
This strategic reinvention not only positioned the Company as a contemporary leader in Fintech but also amplified its value, creating a scalable foundation for future growth and a compelling narrative for potential exit opportunities. By aligning brand and strategy with a future-focused market approach, I drove measurable results and ensured the Company’s continued relevance in a competitive landscape.
Healthcare IT: Software, Hardware and Services
Transforming a Healthcare IT Start-up from R&D-Focused to Commercially Driven for Rapid Growth and Exit
Business Challenge:
The start-up, originally driven by founder-led technology innovation, relied solely on word-of-mouth growth and had minimal sales and marketing investment. After securing seed funding from private equity and venture partners, the Company was ready to evolve into a commercially driven organization to compete with established industry giants and pursue larger, more profitable contracts.
Solution and Execution:
In less than two months, I spearheaded a strategic transformation that repositioned the Company from an R&D heritage to a competitive, sales-and-marketing-driven brand. Key initiatives included:
- Development and rollout of refreshed messaging, positioning, and value propositions to align with market demands and differentiate from established competitors.
- Creation of a comprehensive go-to-market strategy, supported by new brand assets including a corporate brochure, product datasheets, white papers, case studies, a redesigned website, product demos, and sales presentations.
- Launch of multi-channel, performance-based advertising, direct response, and sales support tools to generate demand and enhance lead acquisition while maintaining cost efficiency.
Results and Impact:
This strategic re-launch produced impressive results within the first year:
- Competitive Positioning: The Company began securing seats in competitive deals alongside billion-dollar leaders in the industry.
- Cost Efficiency: Reduced cost per lead from $3,027 to just $7.
- Revenue Growth: Added $10.9 million to the sales pipeline via inside sales, contributing to significant growth.
- Operational Savings: Achieved $2 million in cost reductions by streamlining processes and leveraging targeted marketing tactics.
Following the re-launch, the Company’s rapid momentum attracted new investors, resulting in an accelerated sale of the business—two years earlier than anticipated—delivering a profitable exit for the founders and initial investors. This transformation underscores my expertise in building brand-driven strategies that generate measurable outcomes and position companies for successful growth and exit.
Oil and Gas: Software, Hardware and Consulting
Unifying a Multi-Brand Oil and Gas Portfolio into a Market-Leading Integrated Brand
Business Challenge:
After completing over 12 acquisitions to broaden its software, hardware, and consulting portfolio, the Company was managing a fragmented brand landscape. Each acquired business retained its own brand and identity, limiting the Company’s ability to present a cohesive image and compete effectively as an integrated service provider against the industry leader.
Solution and Execution:
I led a strategic rebranding and market repositioning to unify the Company under a single, powerful identity that highlighted its end-to-end service capabilities. Key initiatives included:
- Development of unified messaging, positioning, and an updated value proposition to communicate the Company’s enhanced offerings as a comprehensive, integrated solution provider.
- Launch of a cohesive branding campaign that included performance-based advertising, a corporate brochure, product datasheets, case studies, newsletters, eMarketing, white papers, product packaging, a refreshed website, event presence, and updated sales support tools.
- Consolidation of acquired marketing departments into a single global team, streamlining and relaunching the product and service lineup to align with the new brand identity.
Results and Impact:
The rebranding and go-to-market efforts generated significant momentum and achieved measurable success:
- Market Response: Customers, prospects, and industry analysts responded positively to the unified brand and value proposition.
- Revenue Growth: Sales doubled from $125 million to over $250 million within two years.
- Acquisition Outcome: The Company’s growth and rebranding culminated in a successful acquisition by Halliburton, with a 55% premium on the Company’s valuation.
This transformation highlights my expertise in brand integration, strategic positioning, and revenue growth, demonstrating my ability to reposition a complex portfolio to drive competitive advantage and maximize shareholder value.
eCommerce Strategy, Marketing & Tech Services Consultancy
Transforming a Systems Integrator into a Full-Service eCommerce Consultancy
Business Challenge:
With the rapid growth of eCommerce, traditional brick-and-mortar companies were struggling to reposition as omni-channel retailers to maintain their market share. Time-to-market was essential, and qualified talent, especially for technology implementations, was in short supply. Recognizing a prime opportunity, a 10-year-old systems integrator aimed to evolve into a full-service agency offering complete eCommerce solutions—from strategy and creative services to technology execution. To succeed, the Company needed to quickly hire strategic, marketing, and creative experts, establish credibility for its new model, and rapidly build a customer base to solidify its competitive advantage.
Solution and Execution:
I led the development of a comprehensive rebranding and go-to-market strategy to position the Company as a unique, full-service consultancy for digital transformation. Key actions included:
- Developing a compelling new value proposition focused on “building eRelationships,” which differentiated the Company’s expertise in crafting end-to-end eCommerce experiences.
- Launching an integrated, multi-channel branding and demand generation campaign that communicated the new positioning across various channels. Campaign elements included advertising, case studies, media and analyst tours, dimensional direct mail, multi-city educational seminars, corporate brochure, service datasheets, digital media, HTML mailers, targeted bid marketing, and custom sales support tools.
Results and Impact:
The strategic transformation and campaign drove significant brand recognition and business growth:
- Revenue Growth: Sales surged from $32 million to over $52 million within 12 months.
- Market Validation: Rapid market traction enabled the Company to validate its new business model and secure its position as a leading eCommerce consultancy.
- IPO Readiness: The Company’s strong financial performance and brand positioning facilitated preparations for an initial public offering (IPO).
This success highlights my ability to lead brand transformation, design go-to-market strategies, and drive substantial revenue growth, showcasing my expertise in positioning companies for competitive advantage in dynamic markets.
DTC and B2B Ridesharing Services
Creating a Disruptive Brand in the Ride-Sharing Industry
Business Challenge:
The ride-sharing market was dominated by major players like Uber and Lyft. However, a start-up identified an untapped niche—offering a service to help customers who had driven to a location (e.g., restaurants, parties, or events) safely get both themselves and their cars home after a night of drinking. To launch this unique concept, the Company needed to establish a powerful brand identity, build a mobile app for seamless customer experience, and implement a strategy to rapidly expand into multiple cities to compete effectively in the crowded ride-sharing space.
Solution and Execution:
As Chief Marketing and Digital Officer, I led a comprehensive branding and go-to-market strategy:
- Conducted in-depth competitive research and user testing to identify optimal app functionalities and user flows.
- Developed a multi-channel branding and launch campaign to drive awareness and differentiate the brand’s unique value proposition.
- Collaborated with developers to design an intuitive iOS and Android app, prioritizing a smooth, user-friendly experience for booking rides, tracking pickups, and managing payments. User feedback and iterative testing enabled us to refine the app’s design before launch, ensuring an optimized experience for engagement and growth.
Results and Impact:
The strategic approach to branding, user experience, and scaling led to significant early success:
- Rapid Expansion: Successfully launched in 75 cities within months, establishing the Company as a serious contender in the ride-sharing market.
- User Engagement: The intuitive app design and seamless experience led to high user satisfaction and repeat bookings, bolstering customer loyalty and retention.
- Brand Awareness: The differentiated positioning attracted attention, allowing the Company to carve out a unique space in a competitive industry.
This case underscores my expertise in identifying market gaps, creating strong brand identities, and executing data-driven strategies to launch and scale innovative services.
Direct-to-Consumer eCommerce
Transforming eCommerce Strategy and Driving Growth for Direct-to-Consumer Brands
Business Challenge:
The Company faced increasing pressure from intense competition, notably from Amazon and other online retailers, which was driving a race to the bottom with constant discounting and low-margin sales. The challenge was clear: the Company needed to evolve its eCommerce business model to reduce dependency on promotions and cultivate a loyal, full-price customer base that would sustain long-term growth, increase profitability, and amplify brand engagement.
Solution and Execution:
As Chief Digital Officer, I spearheaded a strategic transformation that focused on creating lasting customer loyalty and a premium brand experience. The solution included the development of a fully integrated, data-driven loyalty program that blended in-store and online experiences. Key actions included:
- Creation of a Loyalty Program: Designed a personalized, incentive-driven loyalty program that leveraged digital marketing tools to engage customers with exclusive offers, cash-back rewards, and personalized experiences. The program made the Company’s eCommerce websites and physical stores the preferred shopping destinations for customers.
- Brand Integration: Launched the program across five flagship brands—Perry Ellis, Original Penguin, Peony&Me, Laundry by Shelli Segal and Cubavera—ensuring that each brand’s unique identity was reflected in the loyalty experience while delivering a seamless and highly personalized customer journey.
- Data-Driven Marketing: Implemented data analytics to personalize customer interactions, enabling the program to target consumers with tailored promotions that resonated with their buying behavior and preferences.
Results and Impact:
This strategic initiative led to significant transformations, repositioning the Company as a leader in eCommerce while driving substantial growth across key metrics:
- Revenue Growth: Achieved a 40% YoY increase in eCommerce revenue contribution, representing 14% of total sales.
- Marketing Efficiency: Reduced digital marketing acquisition costs by 17%, demonstrating increased operational efficiency.
- Profitability: The Company achieved its first positive operating income in 14 months, marking a significant financial turnaround.
- Customer Loyalty: Built a loyal, full-price customer base that is less price-sensitive and more engaged with the brand, ensuring long-term sustainability.
By shifting from a discount-driven model to a customer-centric loyalty strategy, I successfully transformed the Company’s eCommerce business, creating a foundation for sustainable growth, increased profitability, and enhanced brand equity.
Ready to Transform Your Brand with a Proven CMO?
Let’s discuss how I can bring visionary strategy and hands-on execution to your brand. I’m not just talk—I have a proven track record of delivering real, measurable results, as you can see on my website. With a unique blend of strategic insight and tactical expertise, I don’t just oversee growth—I drive it. I’ll craft a strategy that builds brand loyalty, delivers impactful outcomes, and ensures long-term success—and then I’ll make it happen.
If you're ready for a no-nonsense, results-driven CMO who will elevate your marketing from ordinary to extraordinary, let’s connect. I’m here to turn your goals into milestones and your vision into reality.
Let’s make it happen—contact me today.
Michael E. Donner
+1 (561) 542 7930
#ChiefMarketingExec