Marketing Campaign
CastleGate: A Wayfair business development proof of concept.
This campaign proved that Wayfair can guide supplier behavior using scalable, digital tools. The campaign—launched both in North America and expanded to the EU and UK—provided the first directional data that suggests smaller, simpler suppliers can educate and onboard themselves into CastleGate (Wayfair's third party fulfillment and logistics service).
I researched, pitched, and led the marketing strategy and execution for this campaign.
"Julia is one of the best cross functional partners I've ever worked with. After delivering an outstanding CastleGate Self-Service website and marketing content in 2H2020, she went right back at it in 1H2021 by converting all of the work for the European market."
Wayfair Colleague
Demand Generation
Partner Home banners. Appcues banners on four contextually-relevant pages; CTA drives to marketing site.
Email drip and trigger campaigns. Growth@ emails with varying CTAs; A/B tested during pilot.
Sales Enablement. Pitch deck revisions, customized email content, and new process for driving suppliers to the marketing site.
Results
9.2%
Conversion rate after desk and verticals added to campaign
(from 3%)
94%
Decreased onboarding time
(7.75 hours to 30 minutes)
Written and published case studies
Top Importer Chooses CastleGate
“There’s a bit of an old adage in the UK: You’ve got to be in it to win it,” said Grazio Pichler, Commercial Director for Dorel Home Europe. Grazio manages supply chains for the EU and UK, and is part of the importing conglomerate, Dorel Industries.
“We were such a big partner with Wayfair,” added Jim Fiala, President of Dorel Home Boston. “We wanted to participate in every opportunity that was offered us.”
How Portmeirion Went ‘New School’
Named after a village in North Wales, Portmeirion is known for its timeless pottery designs. The UK-based company was founded by Susan Williams-Ellis, whose father designed and built the town of Portmeirion. The family’s flair for artistry was supremely apparent—and for six decades, Susan designed pottery that defined the Portmeirion brand.