I have had the privilege over the last 14 years partnering with some of the worlds greatest brands, transforming their digital marketing to deliver increased e-commerce conversions, improved user value & experience, and accelerated 1P data acquisition.

Here are a few select pieces of work that I am really proud of and the results of the work.

Oral-B Personalized CRM

Amazon to Customer Acquisition

Transformed US Oral-B from eRetail to DTC Powerhouse

Using our Acquisition, Enrichment, and Activation strategy, we used data minimization principles to capture as many 1P IDs across traffic sources. Those IDs were enriched with additional traits in our CDP to then deliver 1:1 personalized CRM content.

Personalized content increased holiday DTC sales by 9x, doubled our monthly run rate, and extended LCV.

Oral-B Future Vision Website

Catalogue to Commerce

Redesigned Oral-B Web Presence to be Content Marketing & 1P Data to Drive Lifetime Customer Value

We redefined the role of the site. We redesigned journeys into content experiences with our products addressing high-to-mid funnel queries to increase lead conversion. We built in guided selling tools, rich enhanced content, and 1P data acquisition to connect the product to the user intent. eRetail conversions took off. In 6 months we launched in 14 countries with another 14 in the works.

Organic Traffic +60%, Conversions +24%

Perception to Performance

Implemented performance marketing to move paid social advertising from reach & recall into performance acquisition media.

Historically social media’s role in our mix was to drive purchase intent through recall and measured by brand lift. DTC competitors began nipping at share with aggressive remarketing strategies. We pivoted social to drive conversion using 1P IDs, expanded with LAL audiences and through weekly sprints optimized content and audiences increasing CVR and reducing CAC.

CAC reduced ~£15 vs Amazon ROAS