Parmore Golf+ CMG
CMG operates as Parmore Golf's end-to-end growth partner — running day-to-day Shopify operations, scaling paid media, building email + SMS lifecycle, and activating creator and athlete programs. Golf apparel, no country-club gatekeeping. One team. One roadmap.
Situation Appraisal
Parmore Golf has the brand. The commerce engine needs to catch up.
A loyal community already buying into the no-country-club ethos — but the commerce layer isn't compounding the love
Email captures coming in, but the lifecycle and segmentation aren't fully activated to convert browsers into repeat buyers
Limited or no paid media spend running today — leaving qualified-traffic acquisition to chance
Creator and athlete programs absent from the playbook in a category where authentic talent moves units
Internal team focused on product and brand; the eCommerce engine needs an operator to run alongside, not a vendor to supervise
Discovery & The Why
What we dig into before we touch a line of code.
The first two weeks are a structured discovery across the brand and the commerce engine. We get aligned on the why before we ship the what — so the playbook answers real problems, not assumed ones.
01
Current Customer & Audience
Existing customer base, segmentation, and the audiences Parmore actually owns vs. the ones we need to grow into.
02
Collection Cadence
Drop calendar, planning lead times, content alignment, and the seasonal moments each collection is built around.
03
Paid Media Setup
Current ad accounts, ROAS, attribution gaps, and the creative pipeline that will feed paid once it scales.
04
Lifecycle & CRM
Email + SMS programs, segmentation, automated journeys, and the LTV being left on the table today.
05
Creator & Community
Existing creator and athlete relationships, seeding programs, and the cultural surface area Parmore has authentic access to.
06
Shopify & CRO
Theme, app stack, PDP/PLP performance, conversion rate, and the friction points actually hurting revenue per visitor.
07
Tech Stack & Integrations
Shopify apps, ERP/3PL, analytics, and the integrations between today's stack and one platform.
08
Goals & KPIs
Revenue and growth targets, KPIs to track, timeline expectations, and the milestones that define success this year.
Strategic Objectives
One partner. One platform. Nine workstreams.
CMG runs the full eCommerce operation, scales paid media, builds out lifecycle, and activates creators — so brand, product, and performance compound for Parmore in a single system.
eCommerce Store Management
Day-to-day Shopify operation: collection merchandising, product launches, site updates, customer support workflows, and revenue reporting tied to the seasonal collection cadence.
Paid Media Management
Across Meta, TikTok, Google, and emerging channels — campaign architecture, creative briefing, daily optimization, and weekly reporting. Ad spend paid directly by Parmore.
Shopify CRO
Storefront optimization, PDP improvements, collection page redesign, and checkout funnel work — lifting revenue per visitor on existing traffic.
TikTok Shop & Channel Expansion
TikTok Shop store, catalog, and integrations as a new D2C lane in the UK. Channel-specific creative, live commerce playbooks, and cross-channel catalog integrity.
CRM & Lifecycle
Email + SMS lifecycle programs, collection-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.
Creator & Athlete Programs
Creator outreach, seeding, and collab activation across Instagram, TikTok, and YouTube — golf creators, tour-aspirational athletes, and culture-first collabs that earn the Parmore audience.
Unified Reporting & Attribution
One operating dashboard across Shopify, lifecycle, paid, and TikTok Shop — collection-over-collection benchmarking and honest measurement, not vanity metrics.
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
Weeks 1-2Audit Parmore's Shopify store, app stack, paid media accounts, lifecycle setup, and existing creator relationships. Align on KPIs, brand guardrails, collection calendar, and the 90-day priority roadmap.
Store Management & CRO Sprints
Weeks 1-4CMG takes day-to-day Shopify ownership: collection merchandising, support workflows, promotion calendar, and integrations. Recurring CRO sprints on PDPs, collection pages, and checkout funnel kick off in Week 2.
Lifecycle & AI Activation
Weeks 2-8Email + SMS lifecycle architecture (welcome, abandon, post-purchase, win-back) shipped. Collection-launch broadcasts, automated journeys, and AI Customer Intelligence layer integrated under the hood.
Paid Media & Creator Activation
Weeks 3+Paid media live across Meta, TikTok, and Google with creative testing cycles. Creator outreach and seeding program active — golf creators, athletes, and culture-first collabs aligned with the collection cadence.
Launch, Optimize & Scale
OngoingBrand running on a unified 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 $5,000/month retainer plus a 10% performance share of Gross Sales after Returns, Discounts, and Ad Spend.
Monthly Retainer
$5,000
/month
Paid in advance on the effective date of each month. 3-month minimum, then month-to-month with 30-day notice.
Performance Share
10%
of Gross Sales after Deductions
Reconciled by the 7th of each month as a true-up invoice, Net 7-day terms.
Performance Share Defined
Formula
10% × (Gross Sales − Returns − Discounts − Ad Spend)
Gross Sales
Top-line D2C revenue for the calendar month.
Includes Shopify and any other Parmore-owned D2C channels (TikTok Shop, etc.). 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 Parmore 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 — not top-line revenue paid for by discounts or ad budget.
Everything included
A combined store-management and growth-acceleration program — strategic leadership plus hands-on execution.
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 Parmore 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 Parmore.
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 Parmore. Execution may be performed by Parmore's internal team and/or third-party vendors, with CMG providing oversight, coordination, and direction as appropriate.
Golf apparel for the rest of us — with a commerce engine to match.
Parmore Golf's next era is about converting brand love into a compounding commerce system — lifecycle, paid media, and creators all rowing the same direction. CMG is built to run it.
Start the partnership
Secure your slot with the first month's retainer. 3-month minimum, then month-to-month.
$5,000/mo
+ 10% of Gross Sales after Deductions
3-month minimum · Retainer paid in advance · Performance true-up by the 7th
Secure checkout via Stripe · MSA & onboarding materials follow within 24 hours of checkout
Frequently Asked Questions
What exactly does CMG own in the engagement?
CMG owns strategic leadership, day-to-day Shopify management, paid media across Meta / TikTok / Google, email + SMS lifecycle, CRO, the AI Customer Intelligence layer, the TikTok Shop launch, and creator + athlete program management. Execution is performed by CMG and/or coordinated with Parmore'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. Gross Sales = Shopify and any other Parmore-owned D2C eCommerce channels (TikTok Shop, etc.). Deductions = returns and refunds, discounts and promotions (coupons, automatic discounts, gift card redemptions), and the media budget Parmore 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 $5,000 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 Parmore through its own ad accounts. Shopify, lifecycle (email + SMS), and other SaaS subscriptions are also Parmore-paid. Suggested ad spend $5K–$15K/mo 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, ship CRO sprints, build out lifecycle, and stand up paid media + creator programs without interruption. After the minimum, the engagement continues month-to-month with 30 days' notice to wind down or adjust scope.
Does CMG replace Parmore'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 Parmore. Execution can be a combination of CMG, Parmore's internal team, and approved third-party vendors.
How do we communicate and stay aligned?
Weekly KPI meetings plus a dedicated Slack channel for real-time support. You'll have a single operator (Bryant Knight) leading the engagement with a full team behind them. Monthly written deep dives and quarterly roadmap reviews keep the strategic layer honest.
What platforms does CMG work with?
Shopify is the core commerce platform. TikTok Shop launches as a new D2C lane. Paid media runs on Meta, TikTok, and Google. Lifecycle is email + SMS. Cusrich.AI sits underneath as the identity, segmentation, and orchestration layer. Creator programs run across Instagram, TikTok, and YouTube.
Aligned on Profitable Growth
The 10% performance share applies after returns, discounts, and ad spend — so CMG only wins when Parmore grows profitably. The retainer funds the team; the share is upside on what compounds.
Ready to compound the brand love.
A focused engagement, a familiar partner, and a brand engine built to compound. Let's get the kickoff on the calendar.
Get Started — $5,000/mo + 10%Delivered by Bryant Knight · [email protected]
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