Morrisons.

Morrisons engaged me during the early stages of its ecommerce development to support initial planning around online customer acquisition. My role focused primarily on helping shape the brief for external agency support, assisting with agency selection, and then working alongside internal stakeholders and agency teams during the first phase of market testing and planning.

This included supporting early paid search activity, helping structure testing approaches, and contributing to discussions around keyword targeting, budgeting and reporting. The work formed part of Morrisons’ wider exploration into how online demand generation could support future ecommerce growth.

Working within a large retail environment required balancing fast-moving test activity with internal governance, stakeholder management and brand considerations.