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Senior
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jobs
Ecommerce Strategist / Digital Strategy / Growth Marketing
Kasia Kirkland
,
London, United Kingdom
Experience
Skills
I'm offering
Extensive experience defining and executing strategies for the online growth of small and medium sized brands. Worked with range of fashion brands including Thom Browne, Ami Paris and Alighieri achieving upwards of 60% YoY growth. Work includes;
> Ecommerce Review: assess key KPIs over time, identify key trends, UX review and site audit, channel analysis and review digital marketing performance, country performance etc.
> Ecommerce and Digital Marketing Strategy: define strategy and action plan to and drive online growth or other key strategic objectives.
> Ecommerce Review: assess key KPIs over time, identify key trends, UX review and site audit, channel analysis and review digital marketing performance, country performance etc.
> Ecommerce and Digital Marketing Strategy: define strategy and action plan to and drive online growth or other key strategic objectives.
Markets
United Kingdom
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Available
My experience
2019 - ?
freelance
Digital Strategist
Alighieri.
Carried out a review of online performance (trade, digital marketing, user experience), identifying key trends and areas of opportunity. Developed an ecommerce and digital marketing strategy for 2020 and working with the brand and digital marketing team to execute this strategy.
Ecommerce, Digital Strategy, Digital Marketing, User Experience
2017 - ?
job
ECOMMERCE STRATEGY MANAGER
FARFETCH.
Manage a team responsible for the ongoing e-commerce performance of 9 brands including Browns Fashion, JW Anderson, Thom Browne, Ami Paris worth £56 million in GMV. Preparing for the launch
and ongoing management of Harrods.com.
• Ecommerce growth: Lead strategist for 3 key accounts achieving up to 86% YoY online growth. Strategies for growth have included launching new marketing channels, focusing on APAC growth and onsite optimisations.
• Marketing strategy: experience defining digital marketing strategies, advising on multichannel campaigns and coordinating channel experts (across Google, Social, SEO, Affiliates, Email) to drive improved ROI.
• Sustainability: Work with external partner to advise clients on improving their sustainability and ethical credentials.
• International expansion: supported brands in expanding e-commerce operations in China and Japan by managing the delivery of localised websites, content and digital marketing strategies.
• Forecasting and budget management: responsible for defining annual forecast for all brands as well as defining and managing digital marketing budgets.
• User experience: Ongoing data analysis and monitoring of e-commerce KPIs to make
informed decisions on UX optimisations, new on-site features and product merchandising.
• Team structure and management: worked alongside Director to restructure department (15+ team including digital marketing specialists) and hired accordingly. Day-to-day management
of four direct reports.
and ongoing management of Harrods.com.
• Ecommerce growth: Lead strategist for 3 key accounts achieving up to 86% YoY online growth. Strategies for growth have included launching new marketing channels, focusing on APAC growth and onsite optimisations.
• Marketing strategy: experience defining digital marketing strategies, advising on multichannel campaigns and coordinating channel experts (across Google, Social, SEO, Affiliates, Email) to drive improved ROI.
• Sustainability: Work with external partner to advise clients on improving their sustainability and ethical credentials.
• International expansion: supported brands in expanding e-commerce operations in China and Japan by managing the delivery of localised websites, content and digital marketing strategies.
• Forecasting and budget management: responsible for defining annual forecast for all brands as well as defining and managing digital marketing budgets.
• User experience: Ongoing data analysis and monitoring of e-commerce KPIs to make
informed decisions on UX optimisations, new on-site features and product merchandising.
• Team structure and management: worked alongside Director to restructure department (15+ team including digital marketing specialists) and hired accordingly. Day-to-day management
of four direct reports.
Sustainability, Social, Manager, UP, Online, Forecast, China, Google, International, Monitoring, Growth, Content, Management, ROI, Digital Marketing, Fashion, E-commerce, Forecasting, Budget, Operations, Websites, UX, Ecommerce, MArketing Strategy, User Experience, Data Analysis, Seo, Marketing
2016 - 2017
job
ASSISTANT BRAND MANAGER
UNILEVER.
Managed several agencies and a cross functional teams to deliver a new product innovation
worth £2 million turnover.
• Contributed to the business case, full marketing mix and sales forecast for the new product
innovation.
• Responsible for compiling the new product Comms Toolkit for local markets - contained
online and offline marketing strategy and assets, tone of voice etc.
• Co-crafted the brand's pricing strategy and defined the future portfolio mix. Conducted
monthly tracking and analysis of brand performance.
• Oversaw the development of new brand.com site (design, development, UAT testing)
including digital marketing rich display and social and video assets.
worth £2 million turnover.
• Contributed to the business case, full marketing mix and sales forecast for the new product
innovation.
• Responsible for compiling the new product Comms Toolkit for local markets - contained
online and offline marketing strategy and assets, tone of voice etc.
• Co-crafted the brand's pricing strategy and defined the future portfolio mix. Conducted
monthly tracking and analysis of brand performance.
• Oversaw the development of new brand.com site (design, development, UAT testing)
including digital marketing rich display and social and video assets.
Digital Marketing, Marketing, Design, MArketing Strategy, Video, Innovation, Sales, Business Case, Testing, Development, Forecast, Online, Manager, Social
2013 - 2016
project
DIGITAL CONSULTANT
PWC.
FinTech start-up accelerator - Advisor in Residence
• Six month secondment to Startupbootcamp, an innovation accelerator for FinTech start-ups.
Hands-on role advising nine early stage businesses on their business models and marketing
strategies and helping them to secure pilot opportunities and sales.
• Author of thought leadership paper to build PwC's brand equity in FinTech. Prominent role in broader marketing campaign which saw PwC's online share of voice increase from 34% to 77%
on these topics.
• Keynote speaker at Bank of England and Oxford Said Business School.
Omni-Channel Customer Experience
• Redesigned the end-to-end customer experience for multiple clients including global private
bank and local councils. Led segmentation and customer journey activities and executed a
customer research and testing project with 50+ customers.
• Optimised the user experience of several websites e.g. analysed existing local government
website performance and designed and tested new UI and UX with customers.
Digital strategy & transformation
• Led digital workstream for complex digital transformation of large UK insurer. Managed creative
agency and tech teams to design and deliver the digital front end. Formulated marketing launch
plan of the new product.
• Contributed to luxury hotel group's digital maturity and operating model assessment.
• Six month secondment to Startupbootcamp, an innovation accelerator for FinTech start-ups.
Hands-on role advising nine early stage businesses on their business models and marketing
strategies and helping them to secure pilot opportunities and sales.
• Author of thought leadership paper to build PwC's brand equity in FinTech. Prominent role in broader marketing campaign which saw PwC's online share of voice increase from 34% to 77%
on these topics.
• Keynote speaker at Bank of England and Oxford Said Business School.
Omni-Channel Customer Experience
• Redesigned the end-to-end customer experience for multiple clients including global private
bank and local councils. Led segmentation and customer journey activities and executed a
customer research and testing project with 50+ customers.
• Optimised the user experience of several websites e.g. analysed existing local government
website performance and designed and tested new UI and UX with customers.
Digital strategy & transformation
• Led digital workstream for complex digital transformation of large UK insurer. Managed creative
agency and tech teams to design and deliver the digital front end. Formulated marketing launch
plan of the new product.
• Contributed to luxury hotel group's digital maturity and operating model assessment.
Sales, LED, UP, Online, Campaign, Assessment, Testing, Keynote, Transformation, Speaker, Fintech, Website, Marketing, Leadership, UI, Customer experience, Digital transformation, Research, Innovation, Websites, UX, User Experience, Digital Strategy, Design
My education
2009
-
2012
University of Bristol
BSc, Geography
BSc, Geography
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