Turning around marketing after a business pivot
The challenge
After a business model pivot, the UK's largest Canada travel specialist had a price-led brand, underperforming agencies, weak data and an at-risk partner investment.
What I did
I repositioned the brand from price-led to premium value, grounded in customer insight. I restructured agencies, introduced full-funnel KPIs and dashboards, and refined segmentation and the channel mix. I launched a new B2B trade channel with PR, trade advertising, an agent portal and sales enablement, and rebuilt trust with partners through hands-on co-marketing.
The results
- +10% YoY B2C revenue on a static budget
- Year 3 B2B sales targets achieved in Year 1
- Partner marketing investment rescued and grown 10% YoY
- Trustpilot rating improved from 2.3 to 4.7
- +£100k directly attributable revenue from a new social strategy in year one
“Leilah's Marketing team has been the best I've worked with... I haven't come across many marketing department heads with a clear customer focussed strategic approach to marketing with a strong leadership presence.”
Leilah King-Gotlib is a London-based global growth and marketing leader who builds commercially accountable marketing for premium and travel brands. She has led marketing in more than 20 countries across six regions, delivered over £25m in revenue and rebuilt marketing functions through pivots, reorganisations and restructures.