Brand, advertising, analytics, and systems in one view. Staffed by specialists native to the horse industry.
Explore the scope↓Chick’s has fifty years of category authority and a customer base that already trusts it. The work isn’t to reinvent that — it’s to make sure every surface a customer touches sounds like the same company.
OutcomeOne editorial standard, documented, that any contributor can work to.Define the brand voice in writing, so it survives contact with new writers and new channels
Audit every customer-facing surface for consistency — site, email, social, packaging inserts, print
Position the value proposition against national competitors without competing only on price
Build the asset library and usage standards so nothing gets rebuilt from scratch each season
Paid is where the catalog meets demand. On a value-priced assortment, structure and targets matter more than bid tuning — a $9 halter and a $225 fly sheet cannot be judged by the same standard.
OutcomeSpend that follows margin and demand instead of sitting flat across twelve months.Account structure across every channel, consolidated or separated based on what the category needs
ROAS and CPA targets set against contribution margin, not one blended number
Budget pacing against your seasonal curve — fly season, blanket season, show season, gift window
Documented test calendar: one variable, a stated hypothesis, a minimum sample, a written verdict
Prospecting protected from brand and clearance traffic with a real negative keyword architecture
Top-performing UGC promoted into paid as whitelisted and Spark Ads, so organic proof carries into acquisition
The first real finding on most accounts is that the numbers being optimized against aren’t accurate. This modality runs first and never stops.
OutcomeOne dashboard leadership trusts enough to make budget decisions from.GA4 e-commerce rebuild with verified purchase, add-to-cart, and checkout events
Existing tag manager container audited and de-duplicated
Platform revenue reconciled against actual order data before any budget decision rests on it
One Looker Studio dashboard: spend, revenue, ROAS, CPA, new vs. returning, category performance
Weekly one-pager, monthly review, quarterly business review — on a fixed rhythm
Email is where a value-priced catalog makes its margin back. The first order rarely pays for the customer; the fifth and twentieth do.
OutcomeRepeat revenue you can forecast, and a number that tells acquisition what it may spend.Core flows built: welcome, browse and cart abandonment, post-purchase, replenishment, win-back
Segmentation by discipline and buying behavior — a barrel racer and a dressage rider get different mail
Promotional calendar tied to inventory position and margin, so clearance does real work
SMS for time-sensitive drops and back-in-stock rather than as a second promotional channel
Post-purchase flows that request photo reviews, feeding the UGC library from the existing customer base
Customer value by segment measured, then fed back to set acquisition ceilings
A nationwide community of horse people already follows Chick’s — and they are already photographing their horses every day. The strategy is to make Chick’s the place that content lives rather than trying to out-produce it from a studio. Customer-generated content outperforms brand-produced content in this category for the same reason word of mouth always has: a fly sheet on a real horse in a real pasture is proof, and a product shot is a claim.
OutcomeA content operation that runs a season ahead, powered by the community rather than dependent on studio capacity.Content calendar built against the merchandising calendar, planned a season ahead across TikTok, Instagram, and Facebook
Structured UGC engine: branded hashtag, submission path, rights permissions, and a tagged library organized by discipline, product category, and season
Ambassador program recruited from the existing customer base — barrel racers, trainers, 4-H and breed club members, working ranch riders — seeded with product in exchange for a defined content cadence
Recurring UGC formats built to travel: tack haul and unboxing, what’s in my tack trunk, barn day in the life, real-conditions product reviews, before-and-after on clearance finds
Platform-native treatment rather than one asset cross-posted three ways — TikTok for discovery and personality, Instagram for catalog and community, Facebook for the established buyer base
Community management standards and response guidelines, including how to handle the comment thread on a product complaint
Measured by traffic, list growth, and UGC volume acquired — not follower count
Category and collection pages carry the commercial intent. That’s where the work goes first — and increasingly, so does the work of being the source an AI answer cites.
OutcomeOrganic revenue that compounds while paid carries the near term.Technical audit and prioritized fix list, sequenced by revenue impact
Category and collection page optimization across the catalog hierarchy
Keyword mapping and content briefs for the pages that justify content
Structured data and product markup so listings are machine-readable
AEO: buying-guide and comparison content built to be quoted by AI search, where fifty years of category authority is the asset
Every point of conversion rate improvement makes every channel above it cheaper. This is the highest-leverage work that isn’t advertising.
OutcomeBetter economics on every channel at once, without spending more.Analytics-led audit of where the drop-off actually is, not where it’s assumed to be
Category and product page fixes shipped by our developer, not added to your queue
Checkout and cart friction, including mobile
Customer photos and reviews placed on product pages, where UGC converts rather than only entertains
Structured testing with results documented rather than shipped on instinct
The single highest-leverage asset in a catalog this deep. Feed quality determines what Shopping and Performance Max can even find — it does more for performance than bid tuning ever will.
OutcomeA feed that can be bid on by profitability and inventory position rather than treated as one flat catalog.Feed audit, rebuild, and standing hygiene checks rather than a one-time cleanup
Titles, product types, and attribute completeness across the full catalog
Custom labels for margin tier, season, clearance status, and stock depth
Merchant Center disapprovals cleared and monitored
Seller ratings and review extensions pulled from your existing platform
Joint scoping on how your feed is generated from Miva today, and whether a dedicated feed tool earns its cost at your SKU count
GA4, the existing tag manager container, conversion actions, and Merchant Center checked and reconciled against your actual order data. Every discrepancy documented in writing before Q4 spend rests on it.
Every active paid channel reviewed: structure, spend history, wasted spend, what has already been tried and what happened. Delivered as a findings document, not a call, with a specific read on Q4 readiness.
Instagram, TikTok, and Facebook active again on a consistent posting cadence — statics and simple product content, cleaned-up profiles, and a grid that looks like a company selling tack rather than a dormant account. Engagement restarts here, months before the UGC engine needs it.
The Chick’s voice defined in writing, with a consistency audit across site, email, social, and print. The standard every contributor works to from here forward, including through Q4.
Deliverability and list health audited first: authentication records, sender reputation, bounce and complaint rates, engagement decay, list acquisition sources, and SMS consent records. Newsletter cadence is then set against what that audit finds — one to two per week — rather than a number picked in advance. Every existing lifecycle flow audited against performance, and where flows aren’t running yet, a full rollout strategy built in their place. You end week four with a documented plan and email already producing revenue.
Looker Studio dashboard live: spend, revenue, ROAS, CPA, new vs. returning, category performance. Weekly and 90-day targets agreed by channel and by category before the Q4 spending decisions start.
Titles, attributes, and product types corrected across the catalog. Custom labels for margin tier, season, clearance status, and stock depth. Disapprovals cleared. This has to be finished before Q4 budget goes anywhere near Shopping.
Shopping and Performance Max rebuilt so budget follows margin and inventory. Search rebuilt around commercial intent with a negative keyword architecture that stops brand and clearance traffic from cannibalizing prospecting. Relaunched on the new structure with time to stabilize before peak.
The flows identified in week four as missing or underperforming, built and turned on — welcome, abandonment, and post-purchase first, since those carry the most weight going into peak. Segmentation by discipline in place ahead of the highest-traffic weeks of the year.
The full peak-season build: promotional calendar and offer architecture, email and SMS sequences, social and creative assets, ad campaigns and budget plan, plus the conversion and checkout fixes that matter most when traffic is at its highest. Built and staged in advance rather than assembled the week of.
Branded hashtag, submission path, rights permissions, and a tagged content library. First ambassador cohort recruited from your existing customer base — barrel racers, trainers, 4-H and breed club members, working ranch riders — seeded with product against a defined content cadence. Real customers, real horses, real conditions, feeding both organic and paid.
With ninety days of data in hand, the rebuild of the core flows starts — rewritten, resegmented, and retested against what the audit and the Q4 season actually revealed. A twelve-month seasonal calendar delivered: fly season, blanket season, show season, and the gift window planned to the task level. Results measured against the week-four targets, SOP library and full documentation handed over. Every account, dashboard, feed, and asset is yours to keep.
Monthly performance review against target, budget reallocated by contribution margin, creative brief written for the month ahead, and the promotional and newsletter calendar locked. You start every month knowing what is coming and why.
New creative batch live on Meta, UGC collected and edited from the ambassador roster, social publishing several times a week across TikTok, Instagram, and Facebook, and newsletters out on schedule. The content engine runs a season ahead of the merchandising calendar. Newsletters one to two times per week, social publishing several times per week, weekly Meta creative rotation, ongoing ambassador coordination, and daily budget and pacing management.
Google and TikTok tune-ups, written verdicts on last month’s tests and the next round launched, feed hygiene pass, a conversion test shipped, and the month’s SEO and AEO content batch published.
One lifecycle flow overhauled, built, or optimized each month, with its performance evaluated against the version it replaced. Deliverability and list health re-checked, segmentation reviewed, and next month’s plan set against the seasonal calendar.
A fair comparison, including the parts that favor hiring. You posted two full-time roles — a Digital Advertising & Analytics Marketer and a Social Media & Content Creator. This is what each path actually costs and delivers, and you should make the decision with both columns in front of you.
When operations, innovation, accountability, and visibility work together, growth stops depending on individual effort — and starts compounding.
Paid acquisition launched from zero and held at a $55 cost per qualified lead for six consecutive months, feeding a pipeline of projects worth $25,000 to $100,000 each. The client has since hired two additional staff and expanded their warehouse to keep up with demand.
A repeat-purchase equine product line that had plateaued. Restructured paid acquisition doubled monthly revenue inside a single quarter while holding a 5× return on ad spend — the same economic shape as a catalog with a loyal customer base and a high repeat rate.
Organic search rebuilt around commercial intent at an equine e-commerce brand and an equine education business, doubling year-over-year traffic at both and reducing dependence on paid acquisition as the primary growth channel.
New members acquired at a $55 blended cost across all channels, with total marketing efficiency at 5×. Measured on marketing efficiency ratio rather than platform-reported ROAS, so the number reflects every dollar spent — not just the ones a platform claims credit for.