I was VP of Marketing and GM of the Direct-to-Consumer portion of the business. I oversaw all of Native’s marketing efforts across brand and performance marketing. I also managed the DTC P&L and was responsible for the topline revenue number for that portion of the business.
Was the site static? Or did it change frequently?
When I was at Native, a significant portion of Native’s revenue came from the DTC channel, so the site was very much performance-based. Because the site was conversion focused, we updated it frequently and the site was very dynamic. We ran lots of CRO tests, launched new products, updated content, and ran promotions.
Tell us about the team structure: Who was supporting you in these efforts?
My team was structured under 4 verticals: Creative, Content & Community, Growth and Product. On the Product team, there was a Director of Ecommerce who oversaw strategy and led tactical execution. On the Product side of the team, we had a Product Manager who owned the product roadmap, and a Site Merchandiser who managed the day to day admin tasks of the site. On the Engineering side, the technical dev resources were outsourced to an external agency. The Product team worked closely with the other three verticals on creative, content, and paid media campaigns.
Why did you decide to work with Storetasker?
I reached out to Storetasker because I needed additional development resources during a crunch period when Native was executing a lot of different initiatives. The contract with the dev agency we were working with at the time was scoped based on a retainer structure that gave us a fixed number of hours of resources per month. Once we hit that hourly cap, we were limited in our ability to ship additional updates. I hired someone through Storetasker to help fill the gap and get everything done ahead of a big launch.
And did you have a good experience?
It was fantastic. I got matched with a developer named Paul. He was fast, knowledgeable, responsive, and easy to work with. He completed the project within the time frame we agreed on.
Could you give the audience one example of a type of project you would have executed via Storetasker?
When I was at Native, I led the initiative to double down on the Holiday period. In addition to running standard BFCM promos, we developed and launched a full Holiday-focused collection of products and supporting Holiday brand campaign. This all involved a lot of work across creative, product development, but especially on Native’s website. We needed help finishing a Holiday collections page and paid media landing page, and that’s when I reached out to Storetasker.
Meng - you were so successful at Native. And the business has been a real rocketship: What’s been the secret for Native’s success?
There are a lot of different ingredients that went into making Native a success, but I think it ultimately goes back to Native being very consumer centric. The consumer feedback and the product feedback loops were extremely tight. When consumers asked for a specific product, we made it happen whenever we could. When consumers complained about a product, we fixed the problem or reformulated based on that feedback. This helped make customers feel more deeply connected to the brand, which in turn increased customer loyalty and retention, and turned customers into fanatics who talked up Native amongst their communities.