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Real client & work examples

From operational efficiencies to strategic pivots, my priority is to help you achieve your business goals. Having launched and managed over 30 plus international websites, with 300m+ GBP sales revenue, with my experience, I can help you increase your online DTC profit, optimise conversion rates, expand internationally, follow best practices to achieve better CLTV and long term ROI.

Burts Bees

7% profitability improvement for Burt's Bees​

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The challenge: Performance volatility due to rapid expansion into new markets and profitability challenges driven by low AOV and high operational costs. Burt's Bees was looking to leverage profitable growth through efficiency gains due to high warehouse & fulfilment costs to serve four new markets.

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​The solution: Strategic pivot towards higher AOV (increased shipping threshold and offering more product bundles). Conducted cost analysis to identify levers to improve the P&L. Reduced warehousing costs by creating pre-packaged sets as GWPs (gift with purchase), leading to improved unit economics and a healthier cost per order. Shipping threshold was introduced to increase AOV further, combined with strategic marketing and trading levers to also increase CVR of the website. 

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The results:

  • Cost reduction per order: £1.60 (ca 7% profitability improvement)

  • Average order value (AOV): increased AOV from £23 to £28 ​

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✔️ Basket optimisation and strategy shifts - AOV

✔️ Reduced warehouse storage & processing fees

✔️ Increased CVR through tactical trading activations

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Annual revenue from £180m to over £200m. Supported with implementing a KPI structured approach and identifying commercial opportunities. 

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The challenge: Teams and website performance sale reviews were often running in silo. E-Commerce team itself did not exist, therefore was tasked with elevating the commercial focus and identifying CVR levers, as well as supporting with shifting towards  more data driven & insights led decision making.

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​The solution: Collaborated as key stakeholder in newly implemented product team structure to make booking flow, product & home page, as well as checkout improvements. Led upsell initiatives, CRO tests and provided performance insights into underperforming areas - e.g. Disneyland Paris Hotel & Ticket flow. 

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The results:

  • Identified £5m annual losses at checkout that were recuperated

  • Doubled Disneyland Paris CVR over the course of 3 months

  • Implementation of successful CRO tests  ​

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✔️ Company focus shifted to insights led test and learning (use of Glassbox & other 3rd party tools)

✔️ First web personalisation with support of Bloomreach (CDXP), focusing on using customer data as insights

✔️ Initiated cross-functional pre-campaign planning & regular trading review meetings

✔️ Supported with KPI framework for Board meetings

Attraction Tickets
Elemis

Successfully navigated 16 multi market website launches, achieving 140%+ YoY growth whilst gaining CoS efficiencies.

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The challenge: Elemis had ambitious targets and plans to launch into 16 new multi-regional markets over the course of one year. Doubling new customer & revenue YoY whilst achieving CoS efficiencies, all in global untested DTC markets. 

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The solution: With an international team, conducted thorough market research and analysed the brand awareness by market to set and develop realistic targets and a dedicated trading & marketing campaign strategy by channel, and by market. To balance growth with ambitious ROI targets, we also developed dedicated new customer and retention strategies, led by lead generation campaigns, layered with Influencer activity and database growth initiatives on top.

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The results:

  • Strong CRM (email) channel performance in Y2 (often generating 25-30% of revenue)

  • Successfully drove YoY CoS efficiencies and 140% revenue growth 

  • Achieved above average CVR (up to 9%) during key peak periods

  • Increased AOV by £8 through tactical activations

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 ✔️ High intent traffic focusing on positive CAC

✔️ Focus on brand equity and well converting funnels

✔️ Trading & Marketing activations to achieve ROI & growth targets

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Gymshark

Developed local globally strategy in DACH market, reducing Meta CoS from 16%+ to below 10% over the course of six months, whilst testing untested platforms.

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The challenge: From a strong D2C presence in the UK and US, Gymshark was looking to expand and grow further into the European market. 

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The solution: A dedicated team focusing on the German market, I was responsible for launching and growing the brand's awareness through upper and lower funnel paid media campaigns. To optimise not just Meta & Google campaigns, I recommended relevant channels (Snapchat, Youtube) and created cross-team work to ensure the full conversion funnel is being optimised.

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The results:

  • CoS reduced by 6pp

  • Market share growth increased by 8%

  • Paid media campaign concept replicated across other EU markets

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 ✔️ Implemented relevant payment methods (e.g. Paypal) to boost CVR

✔️ Reduced CoS whilst increasing marketing spend

✔️ Achieved efficiencies through local tone of voice & branded campaign

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