A decade of demonstrable experience creating and executing digital marketing strategies. Strong operational, eCommerce trading and analytical background with a proven track record of improving the customer experience to drive conversions and sales to successfully grow brands. Experience leading cross-functional teams and external partners through large-scale development projects and campaigns.
Managing DTC growth for a plant-based, niche curly hair care brand in new territories across the EU and USA, whilst building and executing retention strategies for their main UK market. Achievements: • Led website redevelopment project including building new features: quiz (acquisition), subscriptions (retention), improved loyalty programme and Dutch, French, and German translations • Developed EU webstore growth strategy to drive revenue +110% YoY (2022 v 2021) • Launched SMS channel Key Responsibilities: • Lead DTC strategy and implementation managing team of 4 with focus on growth for EU and US, and retention for UK • Oversee store operational planning and execution, product strategies and CRM programmes, providing strategic advice on ongoing optimisation of trading and marketing metrics • Lead the development and management of daily ecommerce trading and promotional activities to achieve monthly sales targets and KPIs • Collaborate with external agency to develop improved data analysis reports replacing manual reporting practices • Develop creative campaign strategies to drive growth with agency through performance marketing including testing new channels (Google/YouTube, Facebook, Tik Tok) • Providing CEO and Commercial Director with sales forecasts and cost budgets to align with targeted CPA/CAC, owned P&L for digital activities
Managing three DTC eCommerce websites (roli.com, fxpansion.com, playlumi.com) for a music technology company specialising in innovative, award-winning instruments and software, with £3m turnover. Achievements: • Launched preorder sales on playlumi.com, converting 22% of email leads, 50% subscription attachment rate and generating £1 m in 24 hours • Assisted execution and management of successful LUMI Kickstarter campaign with £1 .6m in pledges, exceeding goal Increased DTC sales 9% YoY (2018/2019) on roli.com • Defined performance marketing strategy including building and optimising Google and Facebook ad campaigns to achieve average 4:1 ROAS Key Responsibilities: • Define and execute eCommerce strategy across 8 key markets, including seasonal promotions and campaigns, to deliver targets • Develop more profound understanding of customer needs and behaviour through marketing and NPS surveys to gather actionable insights and identify new revenue opportunities • Define and optimise email/CRM life-cycle marketing strategy, designing segment level journeys to grow sales and retention/LTV • Manage performance marketing agency (ROLI/LUMI) overseeing paid campaigns including establishing audience targeting, campaign journeys, and writing ad copy • Secure partnerships with third-party brands to build brand awareness and consumer base • Partner with cross-functional teams (Logistics, Support, Sales, Design) to ensure all relevant business objectives and implications are factored into eCommerce and website development projects
Managed timetospa.co.uk, a multi-brand online cosmetics boutique, for global luxury British beauty brand with a product catalogue of over 400 skus and turnover of £3.5m. Achievements: • Orchestrated global rebrand strategy to elevate and strengthen UK and US eCommerce websites • Led transformation project, including redesign and replatform to Magento 1, managing internal team and external web development agency • Achieved revenue target growth of 10% for 2 consecutive years (2015-2017) in a highly competitive market • Managed channel budget; decreasing costs by 5% by re-allocating and rephasing spend