Caci

Project Overview

When a national brand has a lot of moving parts and a 30 year mileage, marketing deserves a tune up. Caci is a national clinic network with 75+ locations across New Zealand, multiple treatment categories, membership products, promotional cycles, and a customer journey that starts long before someone books.

Challenge

I was brought in to support marketing transformation to tune this marketing engine. Execution matters. A lot. In a network like this, you are not just running ads. You are delivering to clinic owners that need lead volume to thrive. Brand trust, localised relevance, and performance steer the relationship between marketing and these owners.

The job was to evaluate the current systems help tighten the engine. That included working with leadership to take their strategic goal to execution. Not just evaluating marketing output.
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And with any successful brand of this tenure, there were:
1. Legacy structures restricting performance improvement
2. Overheads that crept up (they do that).
3. Need for leaner acquisition costs
4. Opportunities for marketing to connect to the customer stage
5. Opportunities for data to work harder

Solution

• Audit of marketing
• Paid media evaluation
• Campaign planning and execution through agency transition
• Performance-focused marketing delivery & optimisation
• Recruitment support and interviews
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Results

• 44% of overheads in FY27 redirected back into metrics that move business success like paid media, clinic value, and sustainability without materially impacting lead delivery.
• Lifted new leads from 52% to 72%.
• Built stronger in-house capability, without increases in team count.
• Reduced costs via consolidating technology & agency reliance.
• Google average CPL reduced by 53.8% January 26 YoY
• Black Friday cost per purchase reduced by 48% YoY across Caci Murad and Skinsmiths
• Meta learning phase was reduced from 94% of the account to under 20%, creating a more stable and scalable paid media environment despite fragmented budgets.
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What I’m proud of here is the opportunity to help a 30-year-old business transform and return to leaner ways of operating, without compromising on clinic needs. Especially in a time where costly systems now have more efficient, lower-cost alternatives through integration and automation. This is now a well oiled marketing machine.

* This work was completed alongside a powerhouse leadership team.