B2B furniture / marketing / CRM and automation
Treejar Trading: 4× revenue and profit in one year
Connected marketing, sales and operations for a UAE furniture company: CRM, analytics, e-commerce, dealer sales and internal tools, from ad click to paid deal.
2025 compared with 2024. Company performance during the in-house CMO engagement.
Role type
In-house Chief Marketing Officer
About this case
Company results during my in-house CMO role. Some details are withheld under confidentiality agreements.
Challenge
Connect advertising, the website, WhatsApp, calls, CRM and sales with product, inventory and revenue data. Leadership needed to see which enquiries became paid deals.
What was done
- 01
Commercial strategy. Defined offers for corporate clients, small businesses, dealers and online buyers, focusing on stock availability in Jebel Ali, fast delivery and turnkey office furnishing.
- 02
Advertising linked to sales. Developed Google Ads and Meta Ads campaigns, assessing lead quality, deals and revenue contribution alongside lead cost.
- 03
Tracking from click to payment. Connected GA4, campaign tags, WhatsApp enquiries, calls and forms to Zoho CRM and Zoho Analytics.
- 04
CRM and operations. Developed integrations between Zoho CRM, Zoho Inventory, Wazzup and n8n, including lead routing, data transfers and regular reporting.
- 05
Digital sales channels. Contributed to the dealer portal and online catalogue: product structure, SKUs, filters, product pages and search-focused landing pages.
- 06
Internal tools. Used Codex, Claude Code and n8n to build tools for company processes, including a macOS payroll calculation application.
Results
- Company revenue and profit both grew 4× in 2025 compared with 2024.
- Marketing was assessed through lead quality, deals and revenue, alongside cost per lead.
- Advertising sources, enquiries and deal outcomes were connected in CRM and analytics.
- Lead routing, data transfers and regular reporting were automated.
Tools and methods
Google Ads · Meta Ads · GA4 · GTM · Zoho CRM · Zoho Inventory · Zoho Analytics · Wazzup · call tracking · n8n · Next.js · Vercel · Codex · Claude Code
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