Worked directly with internal stakeholders to shape and test a new ecommerce demand generation model within a large-scale retail operation. The focus was on proving where incremental online growth could be unlocked through structured acquisition activity.

Led the setup and execution of paid search campaigns, working alongside external agencies to define targeting, budget allocation and optimisation strategy. Introduced a test-and-learn framework to assess keyword performance, cost efficiency and conversion behaviour.

This work required balancing startup-style agility with enterprise-level governance, ensuring campaigns could move quickly while aligning with brand, compliance and reporting standards.

Delivered clarity on which channels and keyword strategies could scale, providing a foundation for ongoing ecommerce growth and more sophisticated performance marketing investment.