During my time as Digital Marketing Manager at Urban Surfer, I was responsible for leading the company’s full digital strategy, with a strong focus on ecommerce growth. Working in-house, I managed SEO, PPC, paid social, content creation, and email marketing – all tailored toward a youth-driven audience in the skate, surf, and snowboarding niche. I developed on-brand content hubs and optimised Magento product pages to improve rankings and drive conversions, resulting in a 45% increase in organic traffic. I also oversaw performance marketing campaigns across Google Ads and social, consistently improving ROAS.
A key area of focus was email marketing, where I built and deployed targeted campaigns to our subscriber base. This involved designing and testing email creatives, segmenting audiences based on behaviour and purchase history, and running performance reports to optimise future sends. These efforts contributed to a 240% increase in email-driven sales, reinforcing the importance of lifecycle marketing in a competitive ecommerce environment.
If you’d like to know more about this project, the strategy behind the results, or the tools I used – feel free to reach out. I’m always happy to talk through the process in more depth or share additional insights behind the work.