PROJECT OVERVIEW
Led a full brand and eCommerce transformation for a 20-year-old UK home and garden retailer owned by a global manufacturer ($1.4bn+ annual turnover).
Oversaw the Shopify Plus migration, website redesign, brand repositioning and marketing rebuild, helping shift perception from low-cost retailer to modern eco-living brand while building the internal marketing function from the ground up.
THE CHALLENGE
No in-house marketing function
50%+ of traffic coming from PPC despite long trading history
Outdated website, clunky UX and complicated eCommerce setup
Low retention and weak repeat purchase behaviour
Low-cost positioning and antiquated brand identity
Poor reputation and lack of product reviews
Manual processes slowing execution
MY APPROACH
Rather than treating the migration as a standalone technical project, I used it as an opportunity to modernise the wider business.
This involved analysing customer behaviour, identifying market gaps, refining the brand positioning and rebuilding the digital experience around long-term growth. Alongside directing the Shopify Plus migration and eCommerce redesign, I established the marketing function, introduced new operational systems and led cross-functional creative, technical and growth initiatives.
WHAT I DID
Built and structured the in-house marketing function
Led the full brand refresh to elevate positioning and perceived value
Directed the Shopify Plus migration and end-to-end eCommerce redesign
Introduced campaign planning, reporting frameworks and operational workflows
Rebuilt retention foundations to improve repeat purchase behaviour
Directed multi-channel creative production across web, social, video and product assets
IMPACT
Directed award-nominated brand overhaul and Shopify Plus migration across 2 DTC storefronts (EvenGreener + GetComposting), delivering 2X YoY revenue growth while reducing operating costs by 29%
Held full marketing budget accountability while maintaining target margins throughout scale
Led 30+ cross-functional contributors across brand, technical, creative and performance projects
Improved Google rating from 1.6 to 4.3 and increased on-site product reviews by +2,400%
Expanded SKU range by 40%, managing market research, product sourcing and GTM execution
Conceptualised and directed the “EvenGreener November” omnichannel campaign, securing BBC Gardeners’ World coverage and driving +157% traffic and +58% revenue
Built internal marketing capability from scratch, hiring and mentoring 2 direct reports while formalising SOPs and reporting structures
Directed high-quality asset production, including 3D product visualisation, lifestyle photography and multi-channel video campaigns across digital and TV
WHAT THIS PROVES
The migration itself was not the transformation. Rebuilding the brand, systems and customer experience around long-term growth was.
