Ultimate challenge: Aggressively scaling the brand.

The client were spending circa £40k/mth on ads, without much experience of direct ads.

They had a strong influencer presence and good organic potential, however not much in the way of paid ads experience, but more importantly, they did not have a clear understanding of the metrics behind what caused growth for the business. The questions that flowed from this where:

1. How much they should spend.
2. Where they should spend it.
3. How much will it cost, and how long will it take to see returns.
4. How can they trust results will come.
5. What areas outside of marketing will help improve business growth, and effectiveness from ads.

My main role consisted of 3 key areas.

• Planning, managing, and executing paid ads
• across Facebook / IG / Google / Snap / Pinterest / Tiktok
• predominantly performance marketing, along with branding
• relentless A/B testing to get the best results
• consistently tweaking platform and campaign budget allocation
• building up hype for new products to ensure successful launches
• working alongside account managers to ensure we get the best out of the platforms.
• Growth analysis and recommendations
• helping the business understand what caused it's growth, and providing recommendations
• routine surveys to see what people valued from the brand, alongside what they felt we excelled and what we could do more of
• analysis of our 'growth pillars' i.e.
• sales between men vs women
• percentage of revenue coming from items on sale
• revenue from different product types / collections
• sales by country
• using my analytical and coding knowledge to assist with general analysis to help with operations throughout the business
• creating stock forecasts and yearly line plans (using python)
• helping recommend overall investment into marketing vs stock
• Website management and optimisations
• not my main skillset, but one that got developed over time to get the best from our marketing (shopify based)
• using html / css / js / liquid to improve our theme, through adding templates, custom sections and snippets
• routine A/B testing across the board to improve CR.
• created a python script that automatically re-ordered collections by top-selling products, to ensure top products were shown first (saving hoooours of time)