ECCO Case Study | Global Marketing Training & Operating Model Uplift
Enabling a European Centre of Excellence to scale first-party data, CRM automation and measurable growth
Summary
ECCO, the global footwear brand, centralised marketing into its European Centre of Excellence (CoE) to improve consistency and performance across markets. During transition, cross-functional alignment, time-to-market and measurement coherence were challenged.
LEAD Consulting, an OCG Company, delivered a practical enablement programme and refreshed operating model, embedding first-party data, CRM & marketing automation, GDPR-aligned consent management and a robust measurement framework. The outcome: faster delivery, clearer governance and a step-change in campaign effectiveness.
Results at a glance
Faster time-to-market, progressing toward sector-leading performance
Double-digit uplift in priority campaign KPIs after KPI standardisation and test-and-learn
Material reduction in production rework via standardised briefs and clear hand-offs
Meaningful increase in first-party data activation and personalisation at scale
Stronger CoE–market collaboration and transparent governance across roles and metrics
Client Snapshot
ECCO, a global footwear and accessories brand consolidating marketing into a European Centre of Excellence to drive speed, consistency and performance across regions.
The Challenge
Fragmented ways of working across brand, digital, media, CRM and analytics
Inconsistent use of first-party data and MarTech, limiting personalisation at scale
Slower time-to-market due to unclear roles, approvals and hand-offs
Disparate KPIs and reporting, restricting test-and-learn and optimisation
Alignment, Speed, Measurement
Our Approach
Marketing Training & Enablement
Two-day interactive workshops aligning brand, digital, CRM and channel owners
Customer-journey mapping (awareness → retention) linking briefs, content, channels and measurement
Hands-on labs for CRM integration, automation workflows, segmentation and AI-ready personalisation using privacy-first, GDPR-aligned consent management
Operating Model & Governance
Playbooks covering RACI, sprint rituals, brief templates, SLAs and two-gate approvals
Defined interlocks between strategy, creative, media, CRM and analytics to reduce rework
A measurement framework with business-aligned KPIs, channel metrics, experimentation cadence and dashboards
Clear Roles, Faster Delivery
The Solution
A Unified, Data-Driven Operating Model
Standardised briefs, shared planning rituals and a repeatable testing rhythm enabled teams to use first-party data, CRM and automation for targeted, compliant, personalised journeys, with consistent governance and faster execution across markets.
Outcomes
What Changed
Faster time-to-market, moving delivery towards sector-leading performance for the category
Double-digit uplift in priority campaign KPIs through clearer KPIs and test-and-learn cadence
Material reduction in rework after introducing standardised briefs and clearer hand-offs
Meaningful increase in first-party data activation and personalisation at scale via CRM and automation
Governance clarity and improved collaboration between the CoE and local market teams
Services Provided
Marketing training & enablement
Operating-model design (RACI, workflows, governance)
Customer-journey mapping
CRM & marketing automation adoption
Measurement framework, KPIs & dashboards
Test-and-learn / experimentation planning
Technologies & Capabilities
CRM integration
Marketing automation
Segmentation & audience management
Personalisation
Measurement & attribution
Dashboarding & reporting
First-party data strategy
GDPR/consent management
Recommended Optimisations
Formalise operating-model playbooks (RACI, SLAs, sprint rituals, approvals)
Mature first-party data strategy (event taxonomy, identity, consent)
Standardise measurement frameworks (business KPIs, channel metrics, experimentation cadence)
Systematise assets & templates to reduce production time and improve consistency
Build change adoption (role-based training, enablement, coaching)
Ready to modernise your marketing operating model?
If you’re centralising marketing, building a Centre of Excellence, or aiming for sector-leading performance from CRM and automation, we can translate this playbook to your context, aligning teams, de-risking delivery, and turning first-party data into measurable growth. Let’s explore what an enablement sprint and operating-model refresh could look like for you.
Find out how we can help…
Read our other case studies
-
![]()
Equiti | Enhancing Marketing Operations via Strategic Tech Stack Design
When Equiti launched a new B2C offering, their lean marketing team lacked the tech infrastructure to scale effectively. LEAD Consulting designed and deployed a custom tech stack to support their digital marketing strategy, closing capability gaps, crafting vendor-specific RFPs, and guiding platform integration. The result: a streamlined, scalable marketing system that accelerates product rollout and enhances performance.
-
![Silhouettes of three people standing near large windows with a cityscape view and overcast sky.]()
HSBC | Implementing a New Operating Model for Digital Marketing Innovation
When HSBC needed to evolve its digital operating model across regions, LEAD Consulting led a high-impact transformation, redesigning operating structures, roles, and capabilities to support agile, effective marketing execution. The result: aligned global teams, enhanced operational agility, and improved digital performance across marketing touchpoints.
-
![]()
River Island | Enhancing Marketing Effectiveness Through Bespoke Measurement Frameworks Aligned to Business Performance
River Island needed sharper insights into its multi-channel marketing performance. LEAD Consulting implemented a robust measurement framework, designing customised KPIs, dashboards, and attribution models to improve campaign clarity. This solution empowered data-driven decision-making that boosted ROI and streamlined marketing effectiveness.
-
![]()
UNiDAYS | Unlocking New Digital Marketing Channels for Enhanced Customer Experience And Membership Growth
UNiDAYS wanted to revolutionise its marketing reach through improved automation and data-driven engagement. LEAD Consulting implemented a scalable marketing tech stack, including CRM and automation platform integration, to streamline campaign workflows and enhance personalisation. The outcome: more efficient marketing operations and deeper connections with target audiences.
-
![]()
WEX | Digitalisation of Customer Experience for to Deliver Profitable Customer Growth
Faced with expanding into smaller business markets, WEX needed a seamless digital experience from initial engagement through onboarding. LEAD Consulting crafted a unified digital customer journey—mapping gaps, managing multi-sector workstreams, and delivering technology-enabled onboarding. The result: a streamlined application process, new digital marketing channels, and a forecasted 327% increase in monthly applications, doubling ROI for this segment.
-
![]()
ECCO | Fostering Collaboration Through Tailored Training Workshops
When ECCO centralised marketing functions into its European Centre of Excellence, team misalignment hindered growth and innovation. LEAD Consulting delivered a bespoke two-day interactive workshop to build cross-functional understanding and spark collaboration across the customer journey. The result? Strategic workstreams, improved data usage, enhanced customer experience, and measurable uplift in marketing ROI.
