Vice · Global
The Otaku Box
Fractional CMO: 30% revenue growth to $10M with a 20-person global team
Overview
The Otaku Box is the world's leading anime subscription box with 55,000+ members and 1,500+ five-star reviews. After peaking at $15M during the pandemic, revenue had stagnated at $6M. The Founder needed a fractional CMO to lead the 20-person marketing team, manage the budget, and reignite growth. Upon joining, we found a skilled but directionless team, no centralized data, inefficient ad spend capped on Meta with no alternative channels, and 250K emails + 100K phone numbers sitting unused.
Actions
- •Built a centralized, near-real-time performance dashboard as a single source of truth
- •Ran structured weekly reviews with CEO, CFO, and COO driven by data
- •Developed and executed game plans across paid ads, creative, SEO, social, CRO, email/SMS, and product R&D
- •Tripled ad spend to $100K/month across Meta, TikTok, Pinterest, Twitter, and Reddit
- •Set up email and SMS automations, growing send volume 10x while keeping spam reports near 0%
- •Hired creative, content, and social media talent
- •Sourced and managed agencies for SEO and PR
Results
- •30% revenue increase, reaching $10M annual revenue
- •3.5x ROAS on first purchase
- •IAOV over $110, CLTV over $450
- •65% gross margin, 35% net margin
- •10x+ growth in social media engagement
- •3x+ improvement in search engine performance
Tags
- Growth Strategy
- Governance Strategy
- Marketing Strategy
- Paid Advertising
- SEO
- Email/SMS Marketing
- CRO
- People Strategy
Want to learn more, or talk through how this might apply to your business? Get in touch.