Overview & Challenge(s):

DEMDACO operated in a product-driven market (wholesale/retail consumer goods) requiring the introduction of over 5,000 new product SKUs twice a year. The immense scale and rapid frequency of these launches presented complex challenges.

Strategy and Approach:

1. Create and refine a standardized go-to-market (GTM) playbook for high-volume product introductions.

2. Leverage Product Information Management (PIM) system, e-commerce platform, and marketing automation tools to efficiently manage product data, disseminate content, and automate campaign workflows for large product sets.

3. Develop and deliver extensive training programs, digital sales tools, competitive insights, and product-specific collateral (e.g., tear sheets, presentations, FAQs) to sell new collections across teams.

4. Lead Cross-functional Launch Coordination across marketing, sales, product development, operations, e-commerce, and IT teams. 

5. Ensure seamless launch execution across all channels, including online catalogs, B2B portals, physical showrooms, and digital campaigns.

Results:

• Maintained 99% accuracy of bi-annual launches of 5,000+ new product SKUs, maintaining fresh, targeted copy and content for B2C and B2B audiences.

• Drove strong sales team adoption and engagement with new collections, delivering a 120% YoY increase in B2C eCommerce sales.

• Streamlined complex launch processes, reducing manual effort and potential errors across thousands of product entries.

• Increased sell-through rate for B2C channels by 40%, which reduced inventory markdowns and improved profit margins.