Mr. Spiegel joined the London-based ghd, as its Chief Digital Officer and was responsible for creating a stylist-centric brand platform and commerce environment. The company's EBITDA was almost 50% from digital revenue.
The private equity backed company recently sold for £300M.
One of the key business challenges was to embrace and build a direct to consumer channel while simultaneously not alienating the 50,000 salons in 14 countries and hundreds of thousands of stylists that love the brand and recommend it for sale in their salons.
To mitigate this palpable channel conflict, Mr. Spiegel envisioned a proprietary brand platform that was the first to integrate Adobe's CQ with Hybris' Commerce system. The 20,000 man-hour project was well regarded and Mr. Spiegel was asked to present the vision and results of the project at the Adobe Summit in London on behalf of Hybris.
The cases can be found here:
The result was a place where stylists and salons could upload their creative portfolios and use the ghd site as a calling card of their own - the portfolio became a very SEO friendly place for hair trends and stylists' loved the ability to market their own personal brand in a fresh way. This allowed the stylists and salons to collaborate better with ghd and hence, dampen any lingering channel conflict concerns.
In the process of defining this new vision for engagement, the sites' look and feel evolved as did the focus of the brand itself. Mr. Spiegel was then promoted to Chief Marketing Officer to assure consistency at all the brand's touch points and in all global locations.