Digital Pivot — Dom & Styl's Board ROI Mandate

A four-round, advanced, marketing-led digital-transformation simulation set inside Dom & Styl S.A., a Warsaw home-and-lifestyle brand with PLN 920 million revenue, 38 owned stores, a 240-retailer wholesale network and a crown-jewel 71% unaided brand awareness. On 9 March 2026 a private-equity-style Chair freezes the PLN 64 million marketing budget and hands the CMO a 12-month mandate: prove marketing spend earns its return — lift digital revenue share from 11% to 20% in four quarters without growing spend — or face a 20% cut and an agency takeover. Miss the half-year checkpoint of 16% by 30 September and the board pulls the trigger early. The learner plays the CMO and steers the pivot through Grzegorz Mazurek's marketing-perspective lens, where transformation is owned by marketing (virtualization, networking, datafication) rather than delegated to IT. Round 1 — Diagnose: split the budget into measurable versus unattributable spend, locate the funnel leak (high awareness, collapsing online consideration-to-purchase), and pick the north-star metric. Round 2 — Reallocate: move money inside the frozen PLN 64M envelope between brand (demand generation) and performance (demand capture), defending a brand-investment floor; over-cutting brand triggers a delayed awareness-erosion penalty that surfaces in Round 4, under-cutting starves the digital growth needed to hit 20%. Round 3 — Decide: sequence a PLN 12M martech envelope across an e-commerce replatform (highest revenue leverage, lifts conversion from 1.4% toward 2.6%), a CDP+CRM (lowers CAC via retention), attribution / marketing-mix modeling (makes ROI defensible), and an Allegro marketplace launch (fast demand capture) — you cannot fund everything, and a limited-time Allegro discount tempts breadth over foundation. Round 4 — Recover & Defend: face the year-end board with the realized scorecard — digital share, blended CAC, online conversion, brand awareness and transformation ROI, including any delayed brand penalty — and defend causality. The math rewards a balanced brand-performance mix, sequencing the highest-leverage martech, funding attribution so ROI is provable, and protecting unit economics (order value and retention) alongside CAC; it punishes the five classic errors: over-cutting brand, spreading martech thin, skipping attribution, optimizing CAC in isolation by chasing discount-seekers, and treating the pivot as an IT or agency project. Final KPIs track digital revenue share (%), blended CAC (PLN), online conversion (%), brand awareness (%) and transformation ROI.