Marketing strategy
When I joined The Natural Adventure, I stepped into a blank canvas. There was no marketing department, just a big opportunity. Post-pandemic interest in walking and cycling holidays was growing fast, but the existing approach couldn’t keep up. My goal was to build a brand that truly reflected the spirit of adventure, and create a marketing strategy that could support ambitious growth, both in the UK and beyond.
Key actions
Developed and rolled out The Natural Adventure’s first comprehensive marketing strategy.
Built and led a hybrid team spanning SEO, paid media, content, PR, and web development.
Introduced streamlined processes and set clear, channel-specific goals to track performance and drive efficiency.
Approach
Audited existing marketing efforts and developed a layered, multi-channel strategy aligned with long-term goals.
Shifted from a bottom-funnel-heavy approach to a full-funnel strategy focused on sustainable growth.
Reduced dependency on paid ads by integrating high-performing organic channels into the mix.
Key results
Before
After
Sole reliance on Google ads.
Introduced a multi-channel approach targeting different stages of the customer journey. Used paid social to drive demand, owned channels to re-engage past customers, and organic channels to support long-term growth.
→
Ad-hoc decisions and reactive marketing.
Implemented a clear structure and strategic processes for each channel, supported by a marketing and content calendar to maintain consistency and drive steady growth.
→
CEO managing all marketing alone.
Built a team of skilled professionals, a mix of full-time staff, agencies, and freelancers, to implement best practices and maximise ROI.
→
Big spend, small return.
→
Optimised and redistributed the budget across channels, achieving a 100% improvement in ROI within the first year.
"Neringa’s hard work, innovative ideas and leadership has helped to take The Natural Adventure brand to another level, and expand both in the UK and international markets. She crafted a strategy that works, put clear processes in place, and set direction to the team, so that we all work on the same goal.
In conclusion, I’ve worked in tourism marketing for nearly two decades, and Neringa has been one of the most insightful and inspiring managers I’ve had to date, with a rare combination of strategic skills, clarity and empathy. She makes things happen, in all the right ways."
- Catherine Mack, Content Manager at The Natural Adventure
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