Aje CMO project brief · Response by Deena Colman
DEENA COLMAN
CMO PROJECT BRIEF RESPONSE Aje.
Three-year assumptions

Small shifts.
Compounding growth.

Traffic1.45×
Conversion1.20×
Average order value1.15×

2.0×

Illustrative revenue model, not a forecast.

The 2x maths.

Online revenue = traffic × conversion × average order value. With current online revenue indexed at 100:

Explore the thinking

The thinking behind it.

Explore the assumptions

The compounding effect.

Adjust the three levers to explore the model.

Online revenue multiplier2.00×

Illustrative model. Current revenue indexed at 100.

Illustrative assumptions. Recalibrate against Aje’s real data.

Lever Assumption over three years Multiplier
Traffic +45%: international recruitment, occasion search and brand heat; paid share of traffic held flat 1.45
Conversion +20%: landed pricing, fit confidence, discovery and service fixes 1.20
Average order value +15%: complete the look, styling and accessories 1.15
Total 1.45 × 1.20 × 1.15 2.0x

Retention lifts frequency inside the traffic and conversion assumptions. Recalibrate every assumption once you see Aje's real data; the point is the logic.