Concept First Campaigns
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.
Partnering with the Marketing Director on performance analysis and optimisation priorities.
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CAMPAIGNS
Planning and executing high-volume email campaigns across promotions, launches, and brand moments.
Creative concepts and messaging 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 optimised core lifecycle funnels to support retention and repeat purchase.
Segmentation and personalisation strategy across automated journeys
Testing and refining funnel performance using behavioural data and performance insights