Blauer USA.
From optimisation to strategic direction in Europe.
Context & Objective
Blauer USA, an iconic American outerwear brand, sought to expand its e-commerce sales in Germany, Spain, and France.
The brand had strong heritage but faced rising competition from marketplaces and multi-brand retailers, alongside inconsistent performance across campaigns.
The goal was to grow revenue bringing structure and direction to an international marketing operation that had been running tactically rather than strategically.
The Challenge
Two core issues emerged:
Performance fragmentation: campaigns lacked shared benchmarks, and decisions were driven by instinct rather than clarity.
International scalability: each market operated with different levels of optimisation, making ROAS unpredictable.
To shift from scattered execution to focused growth, we needed both a technical realignment and a leadership framework for decision-making.
The Approach
My role was to redefine how the marketing team thought about performance.
We introduced a dual-track approach, operational excellence powered by data, and strategic alignment across markets.
Technical clarity
Consolidated tracking and attribution across countries.
Launched Smart Campaigns system using AI, automation and performance-based bidding.
Focused investment on high-margin, high-awareness products to test market elasticity.
Strategic leadership
Shifted the focus from “channel metrics” to business outcomes: revenue, profictability, scalability.
Established shared KPIs and open reporting routines
Introduced structured reviews to make campaign optimisation a leadership process, not a guessing game.
Results
Spain: +30% in turnover − 42% Cost per conversion
Germany: +34% in turnover − 43% Cost per conversion
The system outperformed manual campaigns, proving that AI, when framed within a clear strategic direction, drives sustainable results.
Blauer USA not only improved efficiency but also gained confidence in its marketing operations, with leadership making faster, evidence-based decisions across Europe.
Impact & Learnings
Leadership clarity multiplies performance. AI/automation works only when guided by a strategic compass.
Shared metrics build trust; teams in different countries are aligned around one version of the truth.
Precision before scale. Focusing on structured growth made the brand’s international expansion both measurable and replicable.
