Marta Palczewska logo

marta palczewska

Fractional Brand & Marketing Lead

Marta Palczewska logo

marta palczewska

Fractional Brand & Marketing Lead

Marta Palczewska logo

marta palczewska

Fractional Brand & Marketing Lead

EvenGreener Case Study
"As the eCommerce Sales & Marketing Manager at IPL, Marta brought a clear vision and high standards to the project while also inviting collaboration and creativity."


PROJECT OVERVIEW

Led a full rebrand, eCommerce redesign and Shopify Plus migration for a 20-year-old UK home and garden retailer owned by a global manufacturer ($1.4bn+ annual turnover).

I built the eCommerce marketing function from scratch, reset brand positioning and shifted perception from low-cost retailer to modern eco-living brand.


THE CHALLENGE

  • No in-house marketing function

  • Outdated website and clunky UX

  • Low retention and weak repeat purchase behaviour

  • Low-cost positioning and no clear brand identity

  • Poor reputation and lack of product reviews

  • Manual processes slowing execution

  • 50%+ of traffic coming from PPC despite long trading history

MY APPROACH

I treated the migration as a leverage point. A new platform without a new brand and better retention would have recreated the same issues on a new website. The work had to move together: brand, UX, operations and lifecycle.


WHAT I DID

  • Built and structured the in-house marketing function

  • Led full brand refresh to elevate positioning and perceived value

  • Directed Shopify Plus migration and end-to-end website redesign

  • Introduced campaign cadence, workflows and performance reporting

  • Rebuilt retention foundations to increase repeat purchase behaviour


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 £500k+ annual marketing budget accountability, maintaining target margin throughout scale.

  • Led 30+ cross-functional contributors across brand, tech, 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 led the “EvenGreener November” omnichannel campaign, securing BBC Gardeners’ World coverage and driving +157% traffic and +58% revenue.

  • Built internal marketing capability from zero, hiring and coaching two direct reports and formalising SOPs and reporting frameworks.

  • Directed high-fidelity asset production including 3D modelling and multi-channel video campaigns across social and TV.

WHAT THIS PROVES

Platform migrations don’t fix growth. Foundations do.