Case Studies

The situation

A premium British swimwear and resort-wear brand with strong seasonality, a wide size and colour matrix, and margin that varies considerably across the range. Paid media was running, but the account was treating every product as equally worth acquiring a customer for.

The work

• Product feed rebuilt — titles, product types and attributes aligned to what people actually search for in swimwear
• Catalogue segmented with custom labels by margin band, bestseller status and stock depth, each with its own ROAS target
• Performance Max given proper brand exclusions and asset groups split by product group, instead of one group absorbing the whole catalogue
• Seasonal budget planning built around the swimwear demand curve rather than a flat monthly spend
• Weekly performance reporting against contribution margin, not platform-reported revenue

Performance marketing strategist on the account via Adrex Creative.

The situation

A British manufacturer with more than 150 years of history, selling made-to-measure products online. Made-to-measure is an awkward category for paid media: a long consideration window, a configurator between the ad and the sale, and a product range where a single feed row does not represent what the customer actually buys.

The work

• Search campaigns built around the specific commercial intent of made-to-measure queries, separated from generic blind and curtain research traffic
• Conversion tracking extended through the configurator so the drop-off between product page and completed measurement was finally visible
• Shopping feed structured around room and product type, where the customer's mental model actually sits
• Sample requests treated as a distinct conversion with its own value, rather than being ignored in favour of completed orders only

Performance marketing strategist on the account via Adrex Creative.

The situation

Premium home furnishings and custom decor on WooCommerce, selling a considered purchase into an Indian market where a large share of buying conversations move to WhatsApp and phone before anyone completes a checkout.

The work

• Call and WhatsApp interactions tracked as conversions, so campaigns stopped optimising against a fraction of real demand
• WooCommerce purchase tracking corrected, with revenue and currency reported accurately and duplicate events removed
• Campaign structure split between immediate-purchase products and considered custom pieces, which need a different journey and a different target
• Product pages reworked to answer the questions that were arriving repeatedly on WhatsApp — materials, lead time, delivery and customisation

The situation

A run of service businesses with the same underlying complaint in different words: plenty of enquiries arriving, sales unconvinced they were worth calling, and no agreement anywhere in the business about what a good lead actually was.

The work

• A written definition of a qualified lead agreed with sales before any campaign changes were made
• Search campaigns rebuilt around problem-aware and solution-aware intent, with research traffic separated out
• Landing pages restructured to one offer per page, with the main objection handled above the fold
• Qualified and closed-won status fed back into Google and Meta as offline conversions, so the platforms optimised for outcomes instead of form fills
• Reporting switched from cost per lead to cost per qualified lead — which made the reported numbers look worse and the business perform better

Includes work as Head of Marketing at Collatree Arabia (Riyadh) and paid acquisition for Glaube Logistics (Jeddah).