Aje CMO project brief · Response by Deena Colman
DEENA COLMAN
CMO PROJECT BRIEF RESPONSE Aje.
The performance engine

The right price.
The right customer.

  1. 01Margin-based targets
  2. 02Customer lifetime value
  3. 03Brand and non-brand
  4. 04Incrementality

A performance engine that bids for the right customer.

The answer isn't more paid spend; it's paying the right price for the right customer. Set paid search and shopping up so every dollar knows which brand, category and customer it's buying, and lands her on that brand's front door.

Explore the thinking

The thinking behind it.

Principle How it works Why it matters
Separate campaigns by brand Distinct Aje, Aje Studio and Aje Athletica campaigns (search, shopping, Performance Max), each split by market Each brand recruits its own customer at its own price point, instead of the cheapest-to-convert brand absorbing the budget
Target ROAS built on margin Targets set from contribution margin by category within each brand, using product feed labels for margin bands A $79 Studio tank and a $700 Aje gown can't share one blanket ROAS target without over-funding one and starving the other
Bid to customer lifetime value Predicted lifetime value from the customer data platform fed back to Google and Meta, with higher value on new customers who look like Aje's best Optimises for who she becomes, not just the first basket
Brand and non-brand kept apart Branded search ring-fenced and tested for incrementality; non-brand and occasion terms funded for acquisition Stops branded search flattering the numbers
One measurement view Incrementality tests and a blended marketing efficiency ratio alongside platform ROAS Shows what paid adds, not what it claims

Google and Meta need different structures. On Google, intent differs by brand and category, so split campaigns and margin-based targets earn their place. On Meta, the opposite now holds: consolidate into fewer campaigns with broad targeting and one business objective, and let a deep pool of brand-specific creative (and lifetime-value signals from the customer data platform) find the right customer for each brand.