London Area, United Kingdom
I am a commercially driven senior B2C marketing and ecommerce leader balancing strategic vision with excellent execution. I have an outstanding track record for leadership that delivers revenue and EBITDA growth as well as creative innovation. My extensive strategic experience includes delivering multi-million pound marketing and ecommerce projects in high-growth businesses. I have grown DTC subscription audiences and revenue at Deltatre, led performance marketing strategy across acquisition, retention and ecommerce at Birchbox, run worldwide marketing strategy at Lebara and managed hundreds of partners and a high-profile multi-channel behaviour change campaign for the creative industries. I even organised Hugh Hefner's 80th birthday party when I was at Playboy. I've grown diverse brands from The Times Educational Supplement to Playboy. My digital marketing experience is unparalleled, at digital-first brands like Birchbox and digital-only entertainment services. I have always worked in highly commercial environments, managing budgets and P&Ls. I understand the importance of balancing growth & profitability and making the most of limited resources. My technical experience spans both marketing and ecommerce systems, including generative AI, digital advertising, CRM, personalisation, analytics, business intelligence and ecommerce platforms. I am considered an expert in ecommerce and marketing. I am regularly asked to speak at events such as Ecommerce Expo, Digital Marketing World Forum, Meet Magento and Generative AI for Marketing Summit. I’m on the advisory board of IMRG, the UK association for ecommerce retailers.
CMO at a fast-growing UK wardrobe-care brand built for people who invest in their clothes and want them to last. We design premium laundry and fabric-care products that combine natural ingredients, exceptional fragrance and proven performance, helping customers protect cashmere, wool, silk and everyday fabrics while reducing plastic and unnecessary waste. Our products sit at the intersection of sustainability, sensory experience and simplicity, with subscription models and refill systems that make thoughtful care effortless.
Senior leadership at a D2C beauty brand making products designed for the unique needs of older women * I have created a compelling mission and vision and developed a strategy to achieve our goals *There are 5 pillars to our growth strategy: - Conversion optimisation & improving website experience - Attracting new customers - Increasing customer lifetime value - Developing a pipeline of new product launches - Growing our team’s skills & experience * As a result: - Revenue has increased 1.5X without further funding - Website conversion rate has doubled - Our NPS score has increased by 30% - New customer acquisition has doubled, without any increase in media spend - 50%+ of our customers return - Returning customers typically make 7+ orders - We now launch 3-4 new products a year, plus 3-4 new shades of existing lines * Built a loyalty and advocacy strategy, rooted in 4 principles: - Content: useful, helpful written, video and social content tailored to customers’ needs - Personalisation: leveraging data to tailor experiences, visuals, offers and messaging - Community: creating spaces for customers to interact with the brand and each other - Listening: embedding research and customer insight into every decision we make * Designed, implemented and evolved personalised website and email experiences serving different content, products & offers depending on customer intent * Developed a digital tool to help customers choose products & shades that suit them, removing barriers to purchase & improving customer satisfaction * Developed a programme of regular customer research, structured reporting, democratisation of data & sharing of learning to drive successful decision-making inspired by data & insight * Built a values-led, high-performing, accountable culture with 360 feedback, self-review process & structured personal development goals, enabling the team to deliver at pace & scale * Coached team to continuously improve processes, rapidly experiment with AI & scale up
Leading ecommerce and marketing for Look Fabulous Forever, the innovative cosmetics and skincare brand designed to meet the needs of older women. - Responsible for all marketing plus ecommerce both from a commercial and technical perspective. - Developed a growth strategy with 5 pillars: - Conversion optimisation & improving website experience - Attracting new customers - Increasing lifetime value - Developing a pipeline of new product launches - Upskilling staff - Implemented personalised website experiences, serving different customers with bespoke content, products and offers depending on their needs and stage on their journey to purchase - I’ve developed a tool to help customers choose their perfect shade of colour makeup products - These improvements have doubled our conversion, enabling us to scale up rapidly - Built a full marketing funnel to grow the pool of customers who know what our brand stands for, take them through to their first purchase and on to becoming a loyal advocate - Created multi-step automated CRM flows across email, website, social channels and ads, improving engagement, conversion and repeat purchase - Developed highly personalised welcome, post-purchase, product and category activation flows - Developed a compelling strategy to drive genuine loyalty and advocacy within our customer base, not just a loss-making points system that rewards customers for purchases they would have made anyway. There are 4 principles of our loyalty strategy: - Content: helpful and engaging written, video and social content throughout the customer's journey to purchase - Personalisation: understanding and anticipating customer needs and tailoring their experience accordingly - Community: creating spaces where our customers can interact with our brand and each other - Listening: using research and insights to delight customers and drive advocacy - Responsible for developing a culture of continuous improvement across the whole business
Leading ecommerce growth and acquisition across The Wedding Shop and Prezola gift list brands.
Building a B2C subscription lifecycle marketing service for direct to consumer streaming entertainment services · Defining the role of consumer marketing, strategy to grow the service from start-up to profit · Understanding client and end user needs, leveraging consumer insight to drive growth · Providing audience development consultancy to clients to grow revenues by: · Conversion rate optimisation (CRO), improving purchase flow by continuous AB testing to increase revenue · Optimise communication channels and marketing campaigns to maximise revenue · Evolve proposition by adding content, access, products or developing new revenue driving functionality · Evaluate existing marketing technology to drive more revenue by investing in new technology and marketing automation · Automate communications based on behaviour to retain existing base and acquire new subscribers by email, SMS, push notifications · Analytics, benchmarking site and marketing performance, highlighting opportunities · Audience research, understanding current and potential audience, where to reach them, how to motivate them · Plan and execute D2C marketing strategy and campaigns on clients’ behalf, including CRO, CRM, SEO, PPC, organic and paid social marketing, affiliates and programmatic display advertising · Writing creative briefs, reviewing and assessing creative work · Support internal product development and cross-functional teams by bringing the perspective of the end user and advising on best practice in subscriptions and ecommerce · Measuring success of consultancy and marketing support initiatives, reporting ROI and KPIs to the business and clients · Sharing case studies and learnings internally and externally · Budgeting and managing costs and revenue, P&L management responsibility, forecasting for clients and prospects · Evaluating staffing requirements to increase revenue from our marketing services · People management: recruiting, managing, training and developing team
UK’s no.1 beauty box: personalised subscription boxes and beauty ecommerce retail · More than doubled UK subscriber base by diversifying media and growing existing channels · Solely accountable for key metrics including subscriber volumes and ecommerce revenue. Marketing was biggest contributor to EBITDA growth during my tenure · Driving triple digit growth in online retail (full-size product), by incentivising our customers to shop · Operating a true zero based marketing budget. We spent an unlimited amount on marketing provided we maintained our target cost per acquisition (CPA). I negotiated a deal with our media agency to expand into above-the-line channels, including OOH, press and TV, within CPA model · Cross-channel digital marketing strategy, optimising paid performance · Pioneering digital marketing techniques, including a ground-breaking approach to social advertising collaborating with Facebook. Most retailers drive less than 1% of their revenue from social, vs over 50% at Birchbox · Growing brand awareness (1m+ more aware after 1 year) and understanding of our proposition. This was our biggest barrier to our growth. Achieved without increasing CPA · Driving retention by overhauling loyalty scheme to reward customers from day 1 and provide incentives to stay longer. LTV increased by 20%+ in year 1 · Working collaboratively across departments to deliver beautiful boxes, containing personalised products that delighted our customers. Engaging content to encourage our customers to try new products, brands and techniques · Continuously innovating, testing to maximise performance, AB testing to improve response and conversion · Leading a marketing team of 6. Supporting campaign execution across the department and coaching to contribute to career development and growth of 3 direct reports specialising in acquisition, retention and ecommerce Key Achievement: Delivering 2X our EBITDA forecast by surpassing growth forecasts, reducing CPA and reducing discounts