30% YoY Revenue Growth on Flat Spend

Industry: Consumer products (E-commerce)

Role: Paid Social Strategy & Execution Lead

Objective: Drive revenue growth while improving efficiency

Context: Across several brands, I led the end-to-end paid social strategy and execution, with a clear focus on delivering scalable revenue growth without increasing investment.

The Challenge

  • Promotional calendar inefficiencies

  • Budget inefficiencies

  • Sub-optimal campaign structure

  • Inconsistent best-practice implementation

  • Missed opportunity to drive demand across the full funnel

The Approach

  • Restructured campaign setups for greater efficiency and scale

  • Allocated promotional budgets based on historical performance to optimise spend and maximise revenue during peak demand periods

  • Implemented always-on retargeting

  • Strengthened first-party data utilisation

  • Introduced structured testing and optimisation roadmap

  • Developed a more strategic demand generation approach to support key trading periods

The Result

  • Paid social revenue increased by 30% YoY while media investment remained flat

  • Delivered a 30% improvement in ROAS

  • Achieved significant efficiency gains without increasing spend

Maximising Cyber Revenue Through Efficient Scaling

Industry: Consumer products (E-commerce)

Role: Paid Social Strategy & Execution Lead

Objective: Drive revenue growth

Context:
Before 2024, Cyber campaigns focused solely on the sale moment itself; no pre-Cyber demand generation, minimal funnel coverage, and limited retargeting.

I led both strategy and execution, creating a full-funnel approach to maximise revenue efficiently across all brands.

The Challenge

  • Poor timing within Cyber period

  • Reactive campaigns with limited funnel coverage

  • Inconsistent best-practice implementation

  • Poor creative execution leading to fatigue

The Approach

  • Developed a full-funnel Cyber strategy: awareness → consideration → conversion → retargeting

  • Introduced creative best-practice guidance across the funnel

  • Forecasted and allocated promotional spend to maximise revenue efficiently

  • Strengthened first-party data strategy for targeting and retargeting

  • Defined optimal campaign sequencing and start dates to drive pre-peak demand

The Result

2024 Pilot:

  • When executed fully, the strategy proved highly effective; one campaign reached their revenue target within the first few days and significantly outperformed expectations.

  • The campaign ultimately overdelivered by 194%, demonstrating the impact of a structured full-funnel approach.

2025 Full Rollout:

  • Strategy refined and implemented across multiple brands following the success of the 2024 pilot.

  • Scaled media spend by 24% to meet ambitious growth targets.

  • Delivered 22% YoY revenue growth while maintaining ROAS, showing we scaled efficiently without hitting diminishing returns.

  • Established a repeatable and scalable framework for future BFCM campaigns.