“Vicky has been a real partner and advocate of digital transformation in a business challenged by legacy and tradition. We planned and delivered key projects which have shifted Certas towards a digitally focused future.“
Catrin Webb, Senior Account Director, CTI Digital
Challenge
In a declining and highly competitive market where retaining customers and improving efficiency are critical to sustaining profitability, Certas Energy relied heavily on traditional service channels, creating operational pressure and limiting opportunities to improve the customer experience.
Strategy
driveBM led a customer-led digital transformation programme focused on modernising the website, eCommerce platform, customer portal and digital journeys. Working across technology, operations and commercial teams, driveBM introduced new digital capabilities, customer experience measurement and self-service journeys designed to improve engagement, streamline processes and support data-driven decision-making.
Outcome
The transformation delivered significant commercial and customer benefits. Customer retention increased by 30%, customer satisfaction reached an industry-leading 82% CSAT score, and enhanced self-service capabilities reduced operational demand. The result was a more efficient, digitally enabled customer experience that strengthened loyalty and supported business profitability.
Challenge
Having developed and launched innovative antimicrobial technologies, Byotrol required new market propositions, scalable licensing models, and a clear growth strategy to unlock opportunities across consumer and professional markets.
Strategy
Initially engaged as a consultant before moving into a leadership role, driveBM helped commercialise technologies through developing stronger value propositions, scalable licensing programmes and clearer routes to market, while also strengthening channel strategy, pricing, portfolio management and partner governance.
Outcome
The engagement established stronger commercial foundations, delivering successful product launches including the Karrimor range with Sports Direct, increased Tesco distribution and enhanced licensee engagement. By combining innovation with commercial discipline, driveBM helped create sustainable partnerships, improved market adoption supporting foundations for long-term growth.
“With a clear focus on marketing to deliver commercially, Dawn is resourceful and dynamic with particular strength in problem-solving across the business functions. She gets quickly to the root of the challenge and turns it into an opportunity.”
Nick Stanley, Sales & Marketing Director, Byotrol
“Vicky was instrumental in the turnaround of the Thirst Pockets Kitchen Towel Brand, more than doubling market share through motivating brand communications, category-enhancing innovation and effective promotional techniques.”
Christine Clarke, Marketing Director, Georgia Pacific
Challenge
DriveBM partnered with Georgia-Pacific to revitalise the Thirst Pockets brand within the competitive kitchen towel category. The brand was experiencing significant decline in a mature market, requiring renewed consumer relevance, stronger innovation and a more effective route to profitable growth. DriveBM was tasked with driving brand recovery while improving both market share and commercial performance.
Strategy
DriveBM developed and executed a growth strategy centred on consumer insight, product innovation and integrated brand activation. This included the launch of Thirst Pockets Multi Cloth, the first significant category innovation in more than five years, supported by a fully integrated ATL campaign. Alongside innovation, DriveBM strengthened brand equity through a three-year consumer engagement programme supporting elephant conservation and restructured the promotional strategy working with the Top 4 major retailers.
Outcome
The strategy successfully reversed the brand’s decline and delivered sustained growth. Thirst Pockets increased retail value by 48% and improved EBIT by 65%. Thirst Pockets Multi Cloth generated £3.5m in retail sales value, attracted new consumers to the category and was recognised as Product of the Year in the General Household category, establishing a stronger platform for future growth.
Challenge
Sainsbury’s Argos sought to revitalise its £50m jewellery category, a high-margin area facing declining performance and reduced customer relevance. The business needed a clearer category strategy, stronger customer appeal, and a platform for sustainable growth in a competitive retail market.
Strategy
Working with the Own Brand team from 2016 to 2018, driveBM, led by Dawn Marshall, developed a customer-led transformation strategy. Research and market analysis identified four distinct customer segments, forming the basis of a new brand architecture. Cross-functional teams were aligned around targeted propositions, supported by customer insight, stakeholder engagement, agency management, brand identity development, and governance frameworks. The programme also delivered an integrated launch strategy, including three new jewellery brands and a partnership with Britain’s Next Top Model to launch the flagship Revere brand.
Outcome
The programme successfully repositioned the Argos jewellery offer, helping reverse declining performance and strengthen its position within the category. Three new brands launched in July 2017, supported by 1,600 products across all channels, followed by a further 300 products in January 2018. Managed within a £620k marketing budget, the initiative increased awareness among new audiences, secured additional store-hours investment, improved colleague engagement, and established a scalable platform for future growth.
“What can I say Dawn!? 3 months turned into 18 and I’m so pleased it did! You’ve delivered so much and the impact of what you’ve done for jewellery is visible across the business! Thanks so much for everything!”
Andrea Derrick, Marketing Controller, Sainsbury’s Argos
Whether you need a next quarter growth programme, support to launch, or experienced leadership at the table, driveBM helps you build, deliver, and grow with confidence.
Schedule a 30-minute triage call and let’s get to work!
