Building a Three-Year Strategic Marketing Plan for Growth
Tracksmith - I recently wrapped up six months as Interim CMO for Tracksmith, where I played a key role in creating and rolling out a new three-year strategic marketing plan aimed at elevating the brand's promise to new heights. This project is a perfect example of how strategic leadership can drive a brand's next chapter. The "amateur competitive runner" bullseye consumer had already become a powerful brand for Tracksmith, but they needed a new long-term roadmap to scale that promise to the next level. I worked with their executive team to evaluate and transform their marketing program and build the new three-year strategic marketing plan. With support, the Tracksmith team developed a growth plan that matched the uncompromising nature of their brand DNA.
Ensuring Long-Term Success Through Leadership Transition
As a final step, I leveraged my experience to help them identify and onboard a permanent CMO. My job wasn't just to provide a plan; it was to ensure they had the right brand guardian in place to carry that vision forward and continue to build on the powerful foundation they had already established.
Applying a Strategic Marketing Plan in Global Markets
New Zealand Trade and Enterprise - We've also been putting our brand-building framework into action by partnering with NZTE (New Zealand Trade and Enterprise) to help New Zealand brands scale their promise to a global audience. One of our recent engagements was with a mid-sized outdoor apparel company that had built a strong, authentic brand around style and the performance aspects of merino wool fabric. To help them meet the challenges of a larger, more global market, we conducted a comprehensive growth audit that spanned both their digital and retail channels.
Conducting a Comprehensive Growth Audit
My focus was on leading the digital team's efforts, while my partner Christopher Peak led the retail audit. This was a cohesive, systemic effort to help them see execution gaps across touchpoints, from first awareness to the feel of the product in a customer's hand, building a foundation for long-term growth in North American markets.
About Aaron Carpenter
As former VP of Marketing at Levi Strauss and a transformative CMO at The North Face, Aaron has guided some of the world’s most dynamic brands into the digital era while helping to shape their unique brand identities to meet the evolving global marketing environment. Today, Aaron lends his expertise to a wide range of brands through powerful fractional work while maintaining his position as an influential global lifestyle marketing figure.
Last Updated: February 27th, 2026.
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