Built a team from scratch in 3 months at Glanbia D2C with 100% retention rate for 2+ years and excellent performance - awarded best team award. Direct and in-direct reports ranging from Sr. Managers to Juniors, marketing profiles alongside technical (developer) profiles. Renegotiated agency retainer and restructured the agency team leading to 200k in annual savings (cca. 20% of total contract).
Restructured the team in BESTSELLER - performance improvement plans, contract terminations & rehires to build a high performing team that delivered on all commercial goals.
Built the search team in PVH from 1 (myself) to 5. Migrated all operations from one agency to another achieving a jump in performance of 20%.

Tech: implemented SA360, DV360, Criteo, Smart.ly in Glanbia, Bestseller & PVH leading to ROAS efficiency improvements (10%-20%).
In-housed performance marketing at Glanbia - equating to a headcount increase of 10 and cost saving per year 200k EUR+ - leading to better quality & control of output as well as higher speed to market.

Launched performance marketing activities at Glanbia for 12 webshops across EU, US & APAC in less than 12 months with positive ROAS after first 6 months.
Optimized media budget allocation between upper, middle and lower funnel marketing activities at ASICS leading to efficiency improvement of 30%.
Created new partnership program for Body&Fit: HelloFresh, ClassPass leading to 0 cost user acquisition channel

Implemented 10 email flows that translated in an additional 1M EUR / year (welcome flow, protein lifecycle flow, 2nd purchase flow up-sell & cross-sell, re-activation flow)

Created cca. 200 hundred modular email templates that reduced time spent on email operations in half.
Migrated the CRM technical environment to accommodate for scale across countries as well as an automated translation process integrated with the translation vendor.
Referral marketing communication resulting in 10k additional new customers / year.

Built the marketing data warehouse and reporting suites for Suitsupply, BESTSELLER and Body&Fit.

Body&Fit: Implemented RFM (Recency-frequency-monetary value) framework that clustered/scored customers based on recency, frequency and monetary value triggering specific (automated) actions per customer group

Interim responsible for re-platforming at ASICS (eCommerce platform, logistics, customer service), reaching all milestones relevant during tenure.

Implemented referral program at Body&Fit from conception to technical implementation and marketing activation reaching commercial target - 10k new customers in the first year after go-live.

Built the 5y strategic vision & plan together with McKinsey for Glanbia D2C, framing inputs across marketing, product and platform. Strategy accepted by the board & rolled into execution.

Built the all-around 2020, 2021 and 2022 marketing strategy (aquisition, retention & interplay with the brand stance) for Glanbia including investment return projections, market split and penetration forecasts.
Built the performance marketing strategy across 12 markets and 16 brands incl. the marketplace overarching business optimizing budget allocation to maximize top-line & bottom-line. This also included audience optimizations cross-channel and full supporting roadmap.
created a methodology at PVH to identify early fashion trends off the back of search data that has been since used as key input in product concepting.
Eden McCallum: Commercial due diligence for online component of a pharmacy chain.