Stellar Kitchenware
Strategy to Execution
We turned a broad commercial goal into a clear roadmap, aligning stakeholders and setting measurable priorities that could be actioned by the marketing team straight away.
Brand & Campaign
A refreshed brand narrative and targeted campaign helped Stellar Kitchenware cut through a crowded market and build stronger connections with home cooks and professionals alike.
Reporting & Forecasting
Robust dashboards and forecasting gave the team clarity on performance, ensuring every decision was backed by data and every pound spent worked harder.
The Challenge
Already seeing strong growth
The business had seen strong growth throughout 2024, but wanted to make further improvements:
1) 30% net sales growth YoY
2) Become less reliant on sales activation
3) Launch internationally
My process
Brand & Marketing Strategy
I started by evaluating the market and customer signals to understand where the biggest opportunities were. This uncovered how people were searching, what competitors were doing, and where the brand could stand out. From there, I built a clear strategy that aligned positioning, messaging, and growth priorities.
Execution Roadmap
The strategy was translated into a 90-day roadmap that the team could act on immediately. We focused on the areas with the highest potential impact - from paid media and SEO to CRM and conversion optimisation, ensuring every channel worked together to drive growth.
Ongoing Fractional Support
Beyond delivery, I stayed involved to guide optimisation and decision-making. By setting up forecasting, KPI frameworks, and regular performance reviews, I helped the team adapt quickly, test new ideas, and keep growth compounding month after month.
The Impact
The strategy delivered measurable growth, turning insight into real results. By focusing on high-impact priorities, the brand achieved stronger visibility in search, more efficient paid media performance, and a clear uplift in conversion. Forecasting and KPI tracking kept the team aligned, while continual optimisation ensured that growth wasn’t just a one-off spike but a sustainable trajectory.
+40%
YoY Net Sales
April-Aug 2025
+22%
PoP Net Sales
April-Aug 2025
+13%
CM2 Margin YoY
April-Aug 2025
Growing an airline online
Norse Atlantic Airways needed a strategy that could support ambitious growth across multiple markets. I partnered with their team to shape media strategy, deliver integrated campaigns, and establish reporting frameworks that turned data into action. This case study shows how collaboration and clear direction helped Norse strengthen their brand and drive performance.
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Let's Work
Together
© Matt Roffe 2025