Pouring leadership expertise into the role of Fractional CMO meets brand champion
Once a coffee brand sold through a food truck in NYC, Joyride Coffee has evolved to become a national B2B brand for large corporate and campus food service clients – providing its own brand alongside partner brand cold brews & teas, hot coffees, kombuchas, and seltzers.
Early in 2022, Joyride found itself unexpectedly without a Head of Marketing. While looking to hire its replacement, Joyride’s CEO brought Jamie on to fill its leadership gap.
Fractional CMOs: the answer to immediate needs
Jamie turned what could have been of a time of transition into a time of opportunity.
With the primary objective of engaging in all strategic and execution marketing aspects of the company, Jamie immersed himself in the brand and business, developing a 30-60-90 plan that served as a foundation for initiatives.
Jamie provided a broad array of services during his Fractional CMO role – including market analysis, agency management, freelance relationships, mentorship opportunities, and more. Additional highlights include aligning marketing plans with business plans, strategically collaborating, executing marketing initiatives, new product development support, and evaluating current agency and outside resources proposals and opportunities.
“We're a small but mighty team. Having Jamie, his contacts and resources, was critical so we could focus on the rest of the business.”
-Dan Cignarella, CEO, Joyride Coffee
Rebuilding a Brand Architecture from the ground up.
Concurrently with his role as Fractional CMO, Joyride’s existing brand pillars needed to be evaluated for entering the B2C market. In order to develop the right positioning and story for this part of its business and to understand how B2C would integrate with existing B2B business, Joyride needed to revisit its brand architecture.
The exercise was designed to help answer two key questions: Where is Joyride headed? Where does the brand lean in the most?
With stakeholder interviews, workshops, competitive positioning analysis, and collaboration, the Brand Architecture development was as hands-on as it was thorough. Along the way, Aperture CPG managed and collaborated with a nimble team of industry experts to clearly articulate Joyride’s current core value proposition, place in the market, and roadmap for bringing messaging to more consumers.
“Jamie instantly became a Joyrider immersing himself in our brand, mission, and famous Get $#!T attitude. We can rest easy knowing that he's just a phone call away should/when we ever need his CMO expertise again.”
-Yvette Yturralde, Marketing Manager, Joyride Coffee
“Aperture CPG helped Joyride refine our brand and gave us the tools to build upon it even after their work was done.”
-Dan Cignarella, CEO, Joyride Coffee
Engaging new customers with a new experience
In addition to the brand architecture project, Jamie took the lead to redevelop the Joyride direct-to-consumer website.
Results
Armed with new brand architecture and strategic insights, Joyride's DTC business is positioned to scale effectively
Joyride has taken steps forward on its journey to grow into a more omnichannel B2B & B2C brand
DTC website experience expected launch: mid-2023 to lay the foundation for future DTC sale traffic and growth
Through Jamie’s mentoring, marketing direct report built and solidified decision-making skills
Stakeholders confident in Aperture CPG as go-to collaborator for branding, marketing, copy, web design, and graphic design
