Crailtap+ CMG
CMG operates as Crailtap's end-to-end growth partner — building a new Shopify foundation, leading digital transformation across the brand portfolio, running paid media, and operating CRM, lifecycle, and creator programs. One team. One roadmap.
Situation Appraisal
Crailtap's cultural authority is unmatched. The commerce platform underneath isn't.
Decades of cultural authority in skate — but a commerce engine that doesn't reflect the depth or breadth of the catalog
Multiple brands operating on disconnected platforms — no shared data layer, no shared playbook, no unified reporting
DTC funnels and lifecycle leaving repeat revenue on the table while paid media chases first-touch acquisition
Drop and release cadence isn't translating into a digital flywheel — content lands, but lifecycle and retention don't compound
Internal teams are stretched across the brand portfolio; modernizing the platform is the unlock for everything downstream
Discovery → Build
We've dug in. Time to build.
The portfolio, drop calendar, customer base, and stack are already mapped. These are the eight areas anchoring the build plan — carried into execution from day one of the engagement.
01
Current Customer & Audience
Existing customer base, segmentation, and the audiences each brand actually owns vs. ones we need to build.
02
Brand Portfolio Operations
How Crailtap, Girl, Chocolate, and other brands operate today — sites, stacks, vendors, and what's shared vs. siloed.
03
Drop & Release Cadence
Calendar, planning lead times, content alignment, and the cultural moments each brand is built around.
04
Paid Media Setup
Current ad accounts, ROAS, attribution gaps, and the creative pipeline feeding each brand's media.
05
Lifecycle & CRM
Email + SMS programs, segmentation, automated journeys, and what's being left on the table per brand.
06
Creator & Community
Existing creator relationships, seeding programs, and the community surface area each brand has authentic access to.
07
Tech Stack & Integrations
Shopify themes, app stack, ERP/3PL, analytics, and the integrations standing between today's setup and one platform.
08
Goals & KPIs
Revenue and growth targets per brand, KPIs to track, timeline expectations, and the milestones that define success.
Strategic Objectives
One partner. One platform. Ten workstreams.
CMG builds the new Shopify foundation, leads digital transformation, and runs the full eCommerce operation in parallel — so brand, product, and performance compound across Crailtap's portfolio.
New Shopify Foundation
Brand-new Shopify build engineered for Crailtap's portfolio — IA, theme system, PDP/PLP, checkout, and reusable components designed to host Crailtap, Girl, and Chocolate without rebuilding from scratch.
Digital Transformation
MarTech consolidation, integrations, and reporting infrastructure across Shopify, lifecycle, paid, and analytics — one stack, one source of truth, one operating system for the brands.
eCommerce Store Management
Day-to-day Shopify operation: drop merchandising, product launches, site updates, customer support workflows, and revenue reporting — for every brand in scope.
Paid Media Management
Across Meta, TikTok, Google, and emerging channels — campaign architecture, creative briefing, daily optimization, and weekly reporting tied to drop cadence. Ad spend paid directly by Crailtap.
Shopify CRO
Storefront optimization, PDP improvements, and checkout funnel work — lifting revenue per visitor on existing traffic across the brand portfolio.
CRM & Lifecycle
Email + SMS lifecycle programs, drop-launch broadcasts, automated journeys, segmentation, and per-message attribution — built to compound LTV after every drop.
AI Customer Intelligence
Identity matching, customer segmentation, and lifecycle orchestration powered by CMG's AI layer — included in the engagement, shared across the brands in scope.
Unified Reporting & Attribution
One operating dashboard across Shopify, lifecycle, paid, and TikTok Shop — drop-over-drop benchmarking and honest measurement, by brand and across the portfolio.
Real-Time Slack Support
Direct Slack channel, weekly KPI meetings, and a single operator leading the engagement with a full team behind them.
How the engagement runs
From kickoff to a compounding commerce platform.
Discovery & Brand Audit
CompletedAudited current Shopify, app stack, paid media, lifecycle, and creator programs across each brand in scope. Aligned on KPIs, brand guardrails, drop calendar, and the digital transformation roadmap.
New Shopify Foundation Build
Weeks 2-8 (released in phases)Architect and build the new Shopify foundation — IA, theme system, PDP/PLP, checkout, app stack — engineered to host the brand portfolio cleanly. Released in phases brand by brand.
Digital Transformation Roadmap
Weeks 4-12Consolidate MarTech, define data flows and reporting, integrate Cusrich.AI, and stand up the operating dashboards. Stop running brands as silos — start running them as one platform.
Lifecycle, Paid Media & CRO
Weeks 6-12Email + SMS lifecycle architecture shipped. Paid media live across Meta, TikTok, and Google with creative testing cycles. CRO sprints on a recurring cadence.
Launch, Optimize & Scale
OngoingBrands live on the new platform. Continuous CRO, lifecycle optimization, and paid media scaling. Weekly KPI meetings, monthly deep dives, quarterly roadmap reviews. Compound — don't peak.
Partnership Model
Aligned on revenue. Not billable hours.
A monthly retainer plus a 10% performance share of Gross Sales after Returns, Discounts, and Ad Spend — calculated across the brands in scope.
Monthly Retainer
$7,500
/month
1 brand. Paid in advance on the effective date of each month. Additional brands quoted separately.
Performance Share
10%
of Gross Sales after Deductions
Reconciled by the 7th of each month as a true-up invoice across brands in scope, Net 7-day terms.
Performance Share Defined
Formula
10% × (Gross Sales − Returns − Discounts − Ad Spend)
Gross Sales
Top-line D2C revenue across brands in scope.
Includes Shopify and any other Crailtap-owned D2C channels (TikTok Shop, etc.) for the brands covered by the active plan. Wholesale and retail are excluded.
Deductions
Subtracted from Gross Sales before the 10% applies:
- Returns & refunds — processed during the calendar month.
- Discounts & promotions — coupons, automatic discounts, and gift card redemptions.
- Ad spend — total paid by Crailtap through its own Meta, TikTok, and Google ad accounts. Excludes SaaS subscriptions and creator payouts.
Worked Example
Reconciled by the 7th of the following month and invoiced as a true-up on Net 7-day terms. Aligns the team to profitable growth across the portfolio — not top-line revenue paid for by discounts or ad budget.
Everything included
A combined platform-build, store-management, and growth-acceleration program — strategic leadership plus hands-on execution across the brand portfolio.
Operate & Grow
Build & Compound
Not Included in Scope
The following are outside the retainer and not performed by CMG. They can be quoted as separate scoped projects if Crailtap wants CMG to lead or co-execute.
Software Subscription Fees
Shopify, lifecycle (email + SMS), TikTok Shop, and any other SaaS subscriptions are billed by the vendor to Crailtap.
Social Media Management
Day-to-day organic social posting, community management, DMs, and content calendar.
Branding Overhaul
Logo, identity systems, brand guidelines, or full rebrand work.
ERP Implementation
ERP / OMS / WMS selection, configuration, and rollout.
Custom 3PL Integration
Custom integrations between Shopify and a 3PL beyond standard connectors.
Photo & Video Shoots
Production days, talent, locations, and post-production.
Product Development
Design, sourcing, manufacturing, and product release planning.
Mobile App
Native iOS/Android app design, build, or store submission.
Scope Clarification
CMG provides strategic leadership, eCommerce operation, advisory services, and operational guidance. Unless otherwise expressly agreed in writing, CMG does not act as an employee, officer, or manager of Crailtap. Execution may be performed by Crailtap's internal team and/or third-party vendors, with CMG providing oversight, coordination, and direction as appropriate.
One partnership. One platform. The full Crailtap portfolio.
Crailtap's next era is about converting decades of cultural authority into a compounding commercial system — with one platform underneath every brand. CMG is built to build it.
Investment
One engagement. One brand.
A monthly retainer plus a 10% performance share. CMG only wins when Crailtap grows profitably.
Brand Accelerator · 1 Brand
$7,500
/month
+ 10% of Gross Sales after Returns, Discounts & Ad Spend
Additional Crailtap-portfolio brands can be added by separate quote at any time. 3-month minimum engagement, then month-to-month with 30-day notice.
Secure checkout via Stripe · MSA & onboarding materials follow within 24 hours of checkout
Frequently Asked Questions
Can we add other Crailtap-portfolio brands later?
Yes. Additional Crailtap-portfolio brands (Girl Skateboards, Chocolate, Royal, Lakai, Fourstar, etc.) can be scoped and added by separate quote at any time. Any add-on follows the same rev-share basis (10% of Gross Sales minus Returns, Discounts, and Ad Spend) calculated across the brands in scope.
What exactly does CMG own in the engagement?
CMG owns strategic leadership, the new Shopify foundation build, digital transformation, day-to-day Shopify management, paid media across Meta / TikTok / Google, email + SMS lifecycle, CRO, the AI Customer Intelligence layer, and creator outreach / collab program management — across the brands in scope. Execution is performed by CMG and/or coordinated with Crailtap's internal team and approved vendors under CMG oversight.
How is the 10% performance share calculated?
10% × (Gross Sales − Returns − Discounts − Ad Spend) for the calendar month, calculated across the brands in scope. Gross Sales = Shopify and any other Crailtap-owned D2C eCommerce channels (TikTok Shop, etc.). Deductions = returns and refunds, discounts and promotions (coupons, automatic discounts, gift card redemptions), and the media budget Crailtap paid through its own Meta, TikTok, and Google ad accounts for the same period.
When is the retainer billed and when is the performance share invoiced?
The $7,500 monthly retainer is paid in advance on the effective date of each month. The 10% performance share is reconciled by the 7th of each month for the prior month and invoiced as a true-up on Net 7-day terms.
Are media spend and platform fees included?
No. Ad spend across Meta, Google, TikTok, and other channels is paid directly by Crailtap through its own ad accounts. Shopify, lifecycle (email + SMS), and other SaaS subscriptions are also Crailtap-paid. Suggested ad spend $10K–$30K/mo across the portfolio to give campaigns enough signal to optimize.
Is there a minimum commitment?
Yes — there is a three (3) month minimum engagement so the team can audit, onboard, build the new Shopify foundation, and stand up the digital transformation roadmap without interruption. After the minimum, the engagement continues month-to-month with 30 days' notice to wind down or adjust scope.
Does CMG replace Crailtap's internal team?
No. CMG provides strategic leadership, eCommerce operation, and operational guidance. Unless expressly agreed in writing, CMG is not an employee, officer, or manager of Crailtap. Execution can be a combination of CMG, Crailtap's internal team, and approved third-party vendors.
Ready to build the platform.
A focused engagement, a familiar partner, and a brand engine built to compound. $7,500/mo + 10% performance share. Let's get the kickoff on the calendar.
Start the engagementDelivered by Bryant Knight · [email protected]
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