The situation
OYNB — One Year No Beer — is a digital health and wellness business helping people change their relationship with alcohol. I began working with them as interim CMO before the pandemic hit, moving to a permanent contract in May 2020, including a salary sacrifice alongside all employees as the business navigated an extraordinarily difficult period.

The business had real conviction in its mission and a growing community — but the commercial and marketing infrastructure hadn’t kept pace with its ambition. Reporting was fragmented. Acquisition costs weren’t well understood. The team needed clearer strategic direction, and the wider business needed a more coherent commercial framework.

Then the pandemic arrived.

What I did
Led a full commercial and marketing reset — rebuilding the strategy from acquisition through to retention, and taking accountability for all revenue-generating activity across the business. This included a complete digital review, a new KPI and reporting framework, pricing and promotions restructure, and direct involvement in a £1.8m crowdfunding round.

As part of the executive team and board, the remit extended well beyond marketing into the broader commercial and operational decisions the business needed to make — often at pace, under significant external pressure.

At the height of the pandemic, the business made the decision to give away 7,000 challenges for free. Commercially, strategically, and operationally, that decision had to be managed carefully. It was.

The outcome
In a 12-month period that included a global pandemic and a significant act of brand generosity — 348% increase in gross profit after marketing costs, 4% net profit growth, 28% increase in average challenge value, 44% increase in lifetime value, and an 18% improvement in LTV/CAC ratio.

OYNB was named Economic Innovator of the Year for Scotland and Northern Ireland 2020. Founder Ruari Fairbairns won both Health & Wellness Entrepreneur of the Year and overall Entrepreneur of the Year for Scotland and Northern Ireland.