SHOPIFY
01/06/2023
Arkel Bike Bags
Arkel Bike Bags is a premium bike‑bag manufacturer built on decades of rider experience, Canadian craftsmanship and a passion for adventures on two wheels.
eCommerce
Shopify
Services
Fractional CMO
Category
eCommerce
Client
Marc Desrosiers
Situation — Ownership Transition and a Marketing Rebuild
When Mark acquired Arkel — a beloved Canadian brand with a 35-year heritage — he stepped into a legacy business rooted in quality, craftsmanship, and customer loyalty. While the products were strong, the marketing infrastructure had not evolved to match modern expectations.
Mark reached out with a clear ask: he needed a fractional CMO to help reimagine the brand’s marketing from the ground up. From auditing advertising, email and social media to optimizing the website on Shopify, and selecting new martech tools, the goal was to create a system that could drive consistent growth while honouring Arkel’s core values.
Problem – Lack of Process and Marketing Automation
PROCESSES
Fragmented roles with no clear team ownership or accountability
No documented marketing workflows or reporting cadence
Manual customer communication and outdated welcome flows
No segmentation or personalized engagement across touchpoints
No Marketing Automation
Prior to our engagement, Arkel was using only a basic Mailchimp welcome email. We introduced a complete lifecycle marketing framework using Klaviyo, including abandoned cart and checkout flows, post-purchase emails, and automated review requests. These automations now power a consistent stream of engagement and revenue, with measurable impact on customer retention and satisfaction.
Problem – Lack of Process and Marketing Automation
As Arkel transitioned under new leadership, it became clear that the brand's marketing foundation lacked the structure needed to scale efficiently. Over time, various marketing contributors had left behind fragmented systems, resulting in inconsistent execution and missed opportunities for growth.
Streamlining Marketing Operations
PROCESSES
Without standardized systems, Arkel’s marketing operated in silos, with inconsistent execution and limited automation. We introduced structured workflows, implemented Klaviyo for lifecycle automation, and defined clear roles—creating a scalable foundation for growth.
Solution – Communication and Deployment
With a deep understanding of Arkel’s legacy and goals, we built a roadmap for transformation through consistent, strategic execution. By prioritizing clear communication and steady implementation, we ensured the shift from legacy systems to a modern marketing engine happened with minimal disruption.
Modern MarTech Rollout
We introduced a clear communication rhythm—weekly email updates, shared planning docs, and real-time input—ensuring Arkel had full visibility at every stage. From auditing tools to launching Klaviyo automations, every deployment was coordinated, tested, and refined. This collaborative approach led to a seamless transition and scalable systems that continue to drive results today.
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