CASE STUDIES
How I helped a D2C Baking Brand Grow Revenue by 74% in 5 months
Craft & Crumb is a UK brand founded by Kate & Louise in 2016. What started with birthday cake kits launched from their kitchen table, has since grown into an award-winning baking company. The D2C business is their main revenue driver, offering party bags, seasonal baking kits, and a monthly bake-and-craft subscription box.
As Fractional Head of Marketing I work directly with the founders to lead growth strategy across their full D2C offering.
The Challenge
Before I started working with Craft & Crumb, they had some specific challenges they wanted help with;
New subscription product needed a launch strategy
Rising CAC was reducing the profitability of the D2C business
Lack of a joined up marketing strategy meant slow processes and content not being used effectively
Organic Social was causing overwhelm and lacked a commercial focus
Introduction
My Approach
I took a structured approach: first addressing the subscription launch, then optimising their wider D2C marketing strategy. Working closely with both the founders and their existing agency to deliver profitable growth.
Fundamentals
Measured revenue and marketing spend by product type → improved efficiency and decision-making
Improved workflows with agency partners → faster campaign execution
Created subscription forecast & weekly performance reviews → allowed for proactive adjustments
Meta
Broadened audience targeting & focused on conversion campaigns → increased ROAS
Led creative strategy → faster testing and more ad variety
Increased campaign frequency → more consistent customer engagement and revenue
Organic Social
Introduced DM automation → increased engagement and email signups
Increased use of Stories → drove sales and reviews
Created content pillars & posting schedule → reduced overwhelm and improved consistency
Testimonial
“Working with Natalie over the past few months has been genuinely transformative for our business. Before she joined us, we were struggling to clearly articulate our brand message, create cohesive creative, and truly understand how our digital marketing was performing — particularly where our budget should be best allocated.
She has brought everything together into a clear, focused strategy centred on both sustainable growth and long-term brand building. Her knowledge is exceptional, and she communicates ideas in a way that is straightforward, actionable, and easy for a small team like ours to implement quickly.
She has helped us develop a much clearer and more strategic approach to Instagram, with creative ideas that actually convert, and her work has already contributed to increased revenue while reducing our cost of sale — something that has made a real difference to our profitability.
She is efficient, highly organised, and an incredibly valuable member of our team. For a small business trying to scale with limited resources, having someone who can connect the big strategic picture with practical execution has been invaluable.”
Kate, Co Founder, Craft & Crumb
Results
74% Year on Year revenue growth, whilst spend on paid ads increased by just 11%.
With a strategy and new processes in place we’ve achieved stronger profitability.
Optimising Meta campaign structure and leading the creative strategy led to a 69% reduction in Meta CAC.
Creating a commercially focused organic social plan delivered over 1.5million monthly views on instagram and use of DM automation contributed an additional 2% growth to the email subscriber base.
Why work with me?
Hi, I’m Nat a subscription & D2C marketing strategist with 15 years marketing & sales experience. Current and past brands I’ve worked with include Tails.com, Craft & Crumb, Republic of Cats and Whirli.
If you’re a subscription or D2C business owner who has ever asked;
“What should I do next to grow my business?”
“What’s working?”
“Where should I focus?”
Then you're exactly who I work with.
Ready to get control and clarity over your business growth?
Book your free discovery call now and see if I’m the right fit for your business. Let’s make your marketing more profitable, and give you more time to do what you love.