Case Study · E-Commerce · DTC Strategy

Mont Marte International

Building a data-driven marketing practice and launching a direct-to-consumer channel for an Australian art supplies brand stocked in 99 countries.

Duration
2.5 years (2020–2022)
Scope
Strategy · DTC · Brand · Data
Scale
99 countries, $22M+ revenue

The Challenge

Data-driven strategy and DTC launch for a global brand.

Mont Marte International is a renowned Australian art supplies brand, dedicated to inspiring creativity and making art accessible to everyone. Founded in 2002, the company has grown to be stocked in 99 countries, offering a diverse range of high-quality, affordable art materials for artists of all skill levels.

Partners in Digital was engaged to execute a strategic focus program that aimed to optimise Mont Marte's marketing efforts — conducting a comprehensive review of existing initiatives, identifying opportunities for improvement, co-defining growth strategies, and creating a strategic plan, budget, and reporting model. A key part of the brief was to establish a go-to-market plan and launch framework for their new direct-to-customer sales channel.

The Approach

A strategic framework, a DTC launch, and 2.5 years of embedded leadership.

  • Defined the Agile Strategic Framework — the operating system for all strategy decisions
  • Defined customer segments and identified growth segments to focus marketing investment
  • Built a strategic plan balancing long-term brand and short-term performance strategies to grow both revenue and brand value perception
  • Audited marketing capabilities and designed a learning and coaching plan for the internal team alongside an outsourcing and hiring plan
  • Established the technology brief and digital partner ecosystem
  • Led implementation of core strategies and the ongoing evolution of the Agile Strategic Framework over 2.5 years

The Outcome

A data-led team, a live DTC channel, and a cohesive brand identity.

  • Successfully transitioned to data-driven marketing practice — optimising campaigns and enabling informed decision-making
  • Built a storytelling framework that activated the Mont Marte brand blueprint across all touchpoints, creating a cohesive and impactful brand identity
  • The sales team served as champions of the DTC launch plan, contributing to successful implementation
  • A customer journey team was established — fostering collaboration and ongoing improvement to optimise the customer experience
  • A Digital Health Tracker scorecard was delivered to measure marketing success and enable collaborative data-driven decisions
  • Regular strategic check-ins kept the team agile and responsive to market shifts throughout the engagement

In Their Words

"Partnering with Jane has been a game-changer for our business. Her expertise and guidance have made it incredibly easy for us to transition to digital, with a thorough understanding of the metrics that matter and how to use them to drive success. From building measurement tools to developing comprehensive reporting, she's been with us every step of the way. The Agile Strategic Framework has been an invaluable tool for us, enabling us to break down our vision for the business into key strategies, budgets, actions, and tasks. It's a powerful tool that every business should implement, and we're thrilled with the results we've achieved with Jane's support."

Salome Van Herp — Mont Marte Marketing Manager

"The ASF opened my eyes to a more structured approach for our marketing department. It allowed us to identify market opportunities and prioritise them. It also provided a framework to establish an ROI for each strategy which can be pretty tricky in marketing. The most valuable part for me was seeing how well the ASF has worked for marketing and how it could be a valuable asset for all departments and all companies in the Mont Marte group. Jane is a business strategist and would bring value to any area of business or board. She can engage an entire room of people at all company levels with very different points of view. She encourages respectful, robust conversation that considers everyone's point of view. Her approach leads to higher creative thinking, alignment and buy-in from everyone on the team."

Cheyne Kent — Mont Marte International GM

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