The challenge Kirkland's Home was facing a declining customer base and negative year-over-year sales. Marketing had lost focus on the core customer, and the strategy leaned too far into e-commerce for a business that lived across 350+ stores. They needed to triage the downturn during peak season and rebuild for the long term.
What we did We embedded as fractional CMO and strategic lead, in the daily operation and the weekly executive meetings. We rebuilt the strategy around the customer: real behavioral insight, messaging refocused on core segments, and a channel mix (social, search, email) tuned for engagement. We took over digital media execution and managed the full $8M budget, using attribution to move spend toward return and cut waste.
The results - Reversed the sales decline, with gains in both e-commerce revenue and store foot traffic across 350+ locations - More efficient media spend through attribution-led reallocation - Substantial year-over-year revenue improvement, retaining loyalists while winning customers back
A holistic overhaul, strategy and execution together, revitalized an established retail brand.