Client: Victoria’s Secret
Services: Co-op marketing program development, operational implementation, go-to-market strategy
Overview and Challenges:
Victoria’s Secret, the world’s largest intimates specialty retailer, launched a third-party brands division to offer customers even more innovative products. To support the division’s growth and identify new revenue opportunities, Victoria’s Secret engaged January Consulting to develop a scalable monetization strategy.
The team set out to build a financially sustainable co-op marketing program that generated incremental revenue and delivered clear value for third-party brands.
Goals:
- Identify monetization opportunities within the third-party brands division
- Develop a scalable co-op marketing program that drives long-term revenue
- Execute a successful go-to-market plan with high brand participation
Our Work:
January Consulting designed and launched the Victoria’s Secret Partner Marketing program: an end-to-end initiative built to unlock new monetization potential. Key elements included:
- Business Case and Strategy
Developed a multi-year business plan that received full executive approval. - Operational Stand-Up
Defined organizational structure, headcount needs, job descriptions, and full program workflows. - Program Design
Built pricing and reporting frameworks, created internal brand guidelines, and developed external sales collateral. - Go-to-Market Execution
Executed the initial sales process with more than two dozen third-party brands, ensuring alignment and adoption. - Knowledge Transfer
Provided training and documentation to equip the Victoria’s Secret team to run the program independently.
Results and Business Impact:
The Victoria’s Secret Partner Marketing program launched successfully and delivered measurable results in its first year, establishing a financially sustainable revenue stream for the third-party division.
- 2:1 ROI on program investment
- 80% participation rate from third-party brands
