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 execution in an environment where clarity matters. A lot. In a network like this, you are not just running ads. You are dealing with local clinics as business 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.

• Legacy structures restricting performance improvement
• Budget tied up in overhead rather than performance media
• Repetitive creative output relative to spend
• Local clinic budget fragmentations impacting acquisition costs
• Limited lifecycle integration between paid media and CRM (Klaviyo)

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

• Over 44% of the marketing budget was redirected out of overhead for FY27 and back into performance, clinic value, and sustainable growth without materially impacting lead delivery.
• Lifting new leads from 52% to 72%.
• Built stronger in-house capability, reduced agency, without increases in team count.
• Google average CPL reduced - 53.8% January 26 YoY
• Black Friday cost per purchase reduced - 48% YoY across Caci Murad and Skinsmith
• 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 
• Meta 23% cost per lead reduction year on year February 25-26.
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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 resulted in this marketing machine operating like new.
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