Action Plan · CMO / Commercial Leadership
30 · 60 · 90 days — Dynamic Smart Packaging
First 30 days
Foundations- Engage Walmart and adidas to pilot dynamic smart label campaigns using Avery Dennison's AD Cloud platform; establish baseline scan-to-action rate (currently 5%)
- Define campaign objectives and conversion metrics with Gap/Athleta and Burton Snowboards; secure executive buy-in for active campaign expansion
- Set up campaign tracking dashboards in Salesforce Marketing Cloud to monitor scan-to-action rate and campaign engagement
First 60 days
Validate- Launch initial smart label campaigns with Walmart and adidas; monitor scan-to-action rate and iterate messaging for improved engagement
- Onboard Gap/Athleta and Burton Snowboards to AD Cloud for campaign management; provide training to commercial teams
- Review campaign performance weekly; target scan-to-action rate improvement to 12% and active campaigns to 200
First 90 days
Decide & scale- Scale smart label campaigns across all four named customers; target scan-to-action rate of 22% and 800 active campaigns
- Integrate campaign analytics into Salesforce Marketing Cloud for real-time reporting to executive leadership
- Present quarterly outcomes to board: quantified increase in scan-to-action rate, campaign volume, and digital revenue contribution