Montelle Intimates
Category
Women’s Intimates & Sleep
15–20%
Average monthly profit margin.
100%
Meta spend increase across the year with stability.
≥60%
Monthly revenue from new customers on average
Services Provided
The Situation
The business was running monthly losses. Montelle needed a profit‑first plan, channel discipline, and the output to grow new‑customer revenue across the U.S. and Canada without drifting into promo‑driven behavior.
What We Solved
Rebuilt the DTC P&L with finance, created a live profit tracker + projection sheet to govern spend bands and ROAS guardrails by channel.
Stopped Google leakage and shifted budget into Meta—the real growth engine—while maintaining profit thresholds.
US/Canada segmentation and a new‑customer bias; stood up a performance‑creative pipeline per brand in the portfolio.
15–20%
Average monthly profit margin.
100%
Meta spend increase across the year with stability.
≥60%
Monthly revenue from new customers on average
How We Did It
Tactics That Moved the P&L
Phase 1 — Financial Reality → Operating Guardrails
Mapped three years of margins, returns, inventory buys; instituted a projections sheet translating ad spend → expected profit by month. Channels earned budget only if they cleared contribution hurdles on that sheet.
Phase 2 — Channel Reallocation + Creative Volume
Cut inefficient Google, funneled budget into Meta, and shipped 50–100 ads/month per brand across hero styles, evergreen acquisition, and promo windows.
Phase 3 — Market Split + NCA Bias
Separated U.S./Canada objectives and product mixes; optimized toward majority NCA revenue while scaling smoothly through seasonal peaks.
The Results
Montelle flipped from red to durable profit, scaled Meta the right way, and turned new‑customer growth into the majority of revenue—without sacrificing brand.
