The context: growing volume, shrinking margin

Japhy sells tailor-made pet food by subscription. The company had a stable, high-volume acquisition machine and an annual marketing budget above €3.5M. The question was no longer how to recruit more customers, but how to recruit more profitable ones.

iytro worked with Japhy for 10 months, including nine months embedded three days a week, before handing over to the internal marketing team.

The diagnosis: four things holding profitability back

• Rising acquisition costs. The model rewarded low-cost volume rather than value per customer.
• No priority segment. Dog owners made up 55% of the base, cat owners the rest, and no action targeted the most profitable profiles.
• Unreliable attribution. Data pipelines needed an overhaul before anyone could steer performance day by day.
• Teams in silos. Acquisition, brand and revenue worked separately, each with its own objectives.

What iytro did

1. Chose the customer worth paying for

A segmentation analysis identified the highest lifetime-value profile: owners of large dogs living outside Paris. Acquisition budgets, starting with the high-spend Meta campaigns, were redirected to that profile.

2. Rebuilt the funnel from trial to renewal

The whole journey was restructured, from the trial offer to the subscription renewal. The aim was to rely less on opening discounts and to raise basket value with tailored upsells.

3. Took media buying in-house

Campaign management was internalised. iytro took direct operational control of Meta and Google Shopping, reworked creative assets and made media spend transparent.

4. Aligned the teams around one framework

A shared framework, called "the pack", was rolled out across the revenue, brand and acquisition teams so that all three worked toward the same growth targets.

5. Gave leadership the numbers

Daily dashboards tracked attribution by channel. Business plans were built in several scenarios at 6, 12 and 24 months to keep investors aligned.

The results

• +21% revenue against the business plan, and a new record for monthly revenue.
• +18% net margin against the business plan at six months, by cutting discounts and increasing upsells.
• Meta Ads budget scaled by 56% with a stable customer acquisition cost.
• 70% dog owners in the customer base, up from 55% before the mission.
• Audit and onboarding completed in 5 to 7 days.
• A clean handover to the internal marketing hires after nine months of hands-on team management.

What this case shows

Japhy did not need more marketing. It needed a different target, a funnel built for margin, and one team instead of three. That is the kind of mission where a strategist and an operator working together move faster than a single hire: one sets the direction, the other runs the accounts.

This is the model behind iytro 1+1: strategy and execution delivered by one team, without building it in-house. If the need is senior leadership alone, see how a part-time CMO works.

Further reading: our 7-step marketing strategy method and the marketing strategy audit checklist.