Campaign Concepts Built to Convert
In mid-2023, I partnered with PRYA to scale their email marketing channel, working closely with their in-house team and Marketing Director.
My role spans campaign planning and execution, creative direction, lifecycle optimisation, and segmentation. Iāve led the build of their campaign calendar, shaped creative concepts across campaigns and launches, and played a key role in delivering high-impact seasonal moments, including three record-breaking Black Friday periods.
As the team evolved, design execution transitioned in-house. I continue to own creative direction, campaign planning, implementation, copy and optimisation - managing monthly campaigns, expanding key flows, collaborating closely with the in-house designer, and supporting performance reporting.
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EMAIL STRATEGY
Owning the campaign roadmap and planning across launches, seasonal moments, and key trading periods.
Creative direction and lifecycle planning to ensure consistency across campaigns and flows.
Developing segmentation strategies to ensure commercial and brand messages are tailored to relevant audiences at optimal times.
Collaborating with the wider eccomerce team to ensure calendar is aligned with commercial priorities, and supporting Marketing director on performance analysis and optimisation priorities.
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CAMPAIGNS
Planning and executing a high-volume email calendar that balances principles of driving revenue, click-through and conversion KPIs with brand storytelling.
Creative concepts and copy to ensure consistency, relevance, and performance at scale.
Managing campaign testing and optimisation to continuously improve engagement and conversion.
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FUNNELS
Designed, built, and continuous optimisation of core lifecycle funnels to support retention and repeat purchase.
Maintaining, enhancing and expanding the email automation programme to achieve increases across conversion, retention and lifetime metrics.
Testing and refining funnel performance using behavioural data and performance insights.