Marketing & Sales Manager

IPL Schoeller (EvenGreener)

eCommerce (Home & Garden)

Started as “just a migration”, turned into a full brand and marketing rebuild that doubled revenue, cut bounce rate by 60%, and lifted repeat customers by 30%. TESTIMONIAL

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Outdated website and clunky UX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

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, 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 2 direct reports and formalising SOPs and reporting frameworks

Directed high-quality asset production including 3D product modelling, lifestyle & studio photography, and multi-channel video campaigns for social and TV