Building a future-proof Marketing Organization

In the Benelux, Elho is the market leader in plastic flower pots and garden accessories like rain barrels and watering cans. Recently, Elho has started selling directly to consumers (D2C) through marketplaces such as bol.com, Amazon, and their own webshop. Elho has asked Turntwo to evaluate their current approach and advise on how Elho can be organized more robustly and prepared for future growth.

We made sure that elho is well prepared for significant growth in online channels. Based on their ambitions, we created a blueprint of the organization, roles, KPIs, and responsibilities within the team, both for the current situation and for future growth. To achieve the desired success, Turntwo introduced a new way of working that provided clarity to the team while also giving team members ample room, autonomy, and responsibility.

Additionally, we assisted elho in implementing an integrated Marketing Data Hub that provides useful insights in the form of dashboards. This includes the entire funnel, mainly from Google and Amazon advertising, conversion on their own sales platforms (marketplaces and webshops), and data from the customer support system.

Our collaborative approach has ensured that elho is ready for the digitalization of their marketing platforms to directly serve the consumer market. We've made it easier for team members to maintain focus and work together towards quarterly objectives. Additionally, the Marketing Data Hub helps in making better decisions through actionable dashboards.