What we did
- Defined and executed a performance strategy across Meta, Google Ads, and Amazon Ads to drive qualified acquisition while strengthening brand visibility.
- Designed and implemented a marketing automation activity powered by SALESmanago, with automated nurturing flows to increase retention, repeat purchases, and customer lifetime value.
- Developed a Prestashop e-commerce platform fully integrated with Amazon to ensure a seamless user experience and optimised marketplace-to-direct traffic flows.
- Launched and managed a Rakuten affiliate program to expand international reach, activating UK and US influencers to open new revenue streams and enter new markets.
OUTCOMES
OVERVIEW
Northwave aimed to shift from a sales model focused only on immediate results to a well-organised, scalable growth system that could increase revenue while attracting better-quality customers and keeping them loyal. The challenge was not simply to “generate more sales,” but to create a coordinated ecosystem where paid media, marketplace presence, e-commerce, and automation worked as a unified system. The objective became twofold: scale acquisition across international markets; transform one-off purchases into long-term customer value. This required synergy across different activities.
3 BIG TAKEAWAYS
From fragmented acquisition to integrated performance
Rather than managing Meta, Google, and Amazon as isolated channels, we designed a cross-platform performance strategy built on country-level segmentation across multiple European markets. Demographic data and behavioural insights were used to structure campaigns around high-value segments, not generic traffic. Creatives, targeting, and budget allocation were adapted by geography and user intent, allowing Northwave to maximize ROI while maintaining cost control. The result was not just incremental growth, but scalable growth — reflected in consistent revenue acceleration and a 15% CAGR.
From transactions to lifetime value
Customer acquisition without retention erodes margin over time. To address this, we implemented SALESmanago as the central intelligence layer connecting acquisition, CRM, and e-commerce behaviour. Automated nurturing flows were designed to guide customers across the entire lifecycle: post-purchase follow-ups, cross-sell logic, reactivation sequences, and high-impact conversion automations. This shift from campaign-based selling to lifecycle orchestration drove a 78% increase in Customer Lifetime Value between 2022 and 2025. In this way, Northwave moved from optimising cost per acquisition to optimising customer value.
International expansion through performance-driven affiliates
Entering new markets through traditional paid media alone would have required substantial upfront investment. By launching a Rakuten affiliate program and activating UK and US influencers, Northwave leveraged trusted local voices to accelerate credibility and sales in new territories. The approach reduced entry barriers and generated incremental sales in markets where brand awareness was initially limited.
THE NEW EXPERIENCE IN ACTION
A unified acquisition-to-retention ecosystem
Today, Northwave operates with an integrated growth architecture where paid media, marketplace presence, and owned e-commerce reinforce each other. Meta and Google drive qualified traffic. Amazon captures high-intent demand. The Prestashop platform ensures brand-controlled experience and data ownership. SALESmanago connects every interaction into a structured lifecycle journey. The result is a fully optimised system.
Marketplace and direct channel synergy
The Prestashop platform was developed not only as a transactional website, but as a strategic asset. Its integration with Amazon ensures operational coherence, inventory alignment, and a consistent user experience across touchpoints. Customers can discover products on marketplaces and deepen their relationship through the direct channel — where automation and nurturing maximize long-term value. This dual-channel architecture balances reach and control, scale and margin.
Performance as a measurable, repeatable engine
With structured audience segmentation, automated nurturing, and performance-driven affiliate activation, Northwave now operates with a repeatable growth model. Acquisition feeds retention. Retention fuels lifetime value. Lifetime value sustains profitable scaling. The measurable impact — over 31,000 new monitored contacts, 78% CLV growth, 15% CAGR, and immediate incremental revenue within the first year — reflects not isolated wins, but the outcome of a cohesive strategic framework. Northwaveʼs transformation demonstrates that sustainable growth is not the result of more advertising, but of better orchestration.
