Leadership role · Franchise, retail · 2013 – 2015
Cartridge World North America
A 1,600-location global franchise moving from radio-first to performance digital.
1,600locations worldwide
$80Bremanufactured ink and toner category
1,600locations worldwide
$80Bremanufactured ink and toner category
- Role
- Digital Marketing Manager
- Years
- 2013 – 2015
- Industry
- Franchise, retail
- Capabilities
- E-commerceGoogle ShoppingFranchise alignmentLocal searchTraining
Challenge
A legacy, radio-dominant marketing model, and a long-standing conflict between corporate e-commerce and franchisee territories.
What I did
- Introduced SKU-level PPC, Google Shopping and Amazon FBA for direct e-commerce traction.
- Designed a radius-based attribution and revenue-sharing model so franchisees earned from online sales.
- Built a digital plan covering social, a streamlined e-commerce experience and local search.
- Trained franchisees and spoke at national franchise conferences.
What changed
- Converted franchisee resistance to e-commerce into network-wide support.
- Became a national speaker and trainer, and a contributing writer to INKFO, the award-winning franchise publication.
From the people there
Nick Irmo has helped us with some of our most serious issues online. His expertise in digital marketing proves to be one of our biggest assets. We recommend him and his staff.
The IRMO Playbook
Cartridge World North America ran the same four moves every engagement does: identify the gap, roadmap the fix, market, then optimize and hand off.
IIdentifyRRoadmapMMarketOOptimize
How it works Next step
Franchisor with a national program that the network does not trust yet?
Send a note No pitch deck. A reply within one business day.
