Industries
The most measurable category, and the one most often measured wrongly.
The Dynamic
E-commerce is where marketing performance is directly attributable, which is both its advantage and its trap. Over-indexing on last-click paid performance starves the brand-building that makes paid cheaper over time. The healthiest e-commerce brands run acquisition and brand as one system rather than competing budgets.
Channels
Paid social and search for acquisition, email and SMS for retention and margin, organic social for brand, and marketplaces for reach at a commission cost. Retention channels are where profit actually lives.
Product content that answers purchase objections, user-generated content for credibility, founder and brand-story content that justifies price, and post-purchase content that drives repeat orders.
A single feed post — the format most brands over-rely on.
Carousel: the format that carries an argument rather than a statement.
Monthly performance review against the KPIs set in strategy.
Where It Goes Wrong
Pricing and promotion claims — especially reference prices and countdown urgency — are increasingly enforced in the EU and UK. Fake scarcity and fake reviews carry real penalties. Consent rules govern email and SMS lists.
Contribution margin after acquisition cost, repeat purchase rate and customer lifetime value. ROAS alone hides unprofitable growth.
Where I'd Start
I start with retention, because that is where margin lives and it is usually the least developed channel. Email and post-purchase flows often produce more profit than a new acquisition campaign.
How I Help
01
Your brand is the foundation everything else is built on. Before you invest in marketing, content, or visibility — your brand needs a clear, intentional identity that reflects who you are, who you serve, and why you're the right choice.
02
A brand is not a one-time project — it's an ongoing commitment. Brand Management ensures your brand stays aligned, consistent, and strategically positioned as your business evolves.
03
Posting without a strategy is noise. Social Media Strategy translates your brand into a platform-specific plan that connects every content decision to a clear business outcome.
04
Strategy without execution is just a document. Social Media Management is the full-service solution for brands who want expert hands managing their presence — from content creation and scheduling to community engagement and performance optimisation.
Questions
Paid social and search for acquisition, email and SMS for retention and margin, organic social for brand, and marketplaces for reach at a commission cost. Retention channels are where profit actually lives.
Product content that answers purchase objections, user-generated content for credibility, founder and brand-story content that justifies price, and post-purchase content that drives repeat orders.
Pricing and promotion claims — especially reference prices and countdown urgency — are increasingly enforced in the EU and UK. Fake scarcity and fake reviews carry real penalties. Consent rules govern email and SMS lists.
Contribution margin after acquisition cost, repeat purchase rate and customer lifetime value. ROAS alone hides unprofitable growth.
I start with retention, because that is where margin lives and it is usually the least developed channel. Email and post-purchase flows often produce more profit than a new acquisition campaign.
Ready to Start?
Book a free consultation and we can talk through whether your sector and my experience actually line up.