Gerber: Organic + lifecycle marketing program for a category-leading CPG brand

The problem

Owned content was outranked by editorial publishers on every top-of-funnel query, despite Gerber owning the most clinically-reviewed nutrition library in the category. Email was batch-and-blast with a 0.12% click rate and no segmentation by infant age.

What we shipped

• +Built a programmatic 'stages' content hub mapping 280 parent-intent queries to age-gated articles with FAQPage + Article schema
• +Restructured internal linking to push topical authority into commercial 'shop by stage' collections
• +Migrated lifecycle into Klaviyo with infant-age progression flows driven by signup birthdate
• +Launched a UGC + dietitian-quote content engine for E-E-A-T signals (author bios, medical reviewer schema)
• +Stood up GA4 + GSC reporting tied to revenue per topic cluster