Projects From My Marketing Journey
Here is a selection of my work, demonstrating a range of skills from data analysis and content strategy to email marketing and video production. Each project was approached with a focus on solving a specific business challenge and delivering measurable results.
Click on any project below to explore the full story behind the work.
Data Analysis & Visualisation
Overview: A Branded Search Dashboard with PowerBI
This project started when one of my colleagues needed to understand how to best impact the amount of searches made on Google, for certain models of vacuum cleaner.
To answer this, I developed a dashboard to tell this in an easy-to-digest way. The layout is top-down, and guides you from a high-level summary to the specific actionable insights needed to make smarter decisions.
The dashboard’s foundation lies in its ability to unify disparate data streams, collating metrics from our ads platforms (eg. Meta and Google Ads), organic search data (Search Console), and on-site website analytics. This gave us a single source of truth and clear-cut analysis of how paid and organic activities influence our search landscape.
1. A 30-Second Summary
The dashboard opens with a high-level executive summary, answering the single most critical question right away: “How are we doing?” Key KPI cards offer an instant analysis of our health, with some trend charts offering a clear view of performance over time. This section is intended for a simple, quick, 30-second review.
2. Correlation Analysis
Having determined the “what,” the next question that arises is “why did it happen?” This section of the conversation heads directly into causality. Interactive correlation analysis, which allows the user to select all, or some marketing channels and see how increased spend correlates with increased search volume, providing a link between marketing activity and expenditure with search outcomes, enabling us to quantify a campaign’s immediate effect on brand visibility.
2. Correlation Analysis
Having determined the “what,” the next question that arises is “why did it happen?” This section of the conversation heads directly into causality. Interactive correlation analysis, which allows the user to select all, or some marketing channels and see how increased spend correlates with increased search volume, provides a link between marketing activity and expenditure with search outcomes, enabling us to quantify a campaign’s immediate effect on brand visibility.
3. From Data to Decisions
The final step turns broad analysis into tangible action, addressing the question, “What are the specifics?” By dividing performance into specific sets of keywords, this section enables channel specialists to take precise action. Conditional formatting instantly highlights highest and lowest performing areas, for direct action.
Data Analysis & Visualisation
Overview: Improving User Activation for My FS Flights
After the launch of My FS Flights, we noticed a drop-off in user activation. Although the sign-ups were good, alot of users were not completing their first flight. This data revealed to us a gap between a user’s initial excitement after sign-up and their ability to actually experience the platform’s main ‘aha!’ moment.
To fill this gap, I designed an automated welcome email, which was designed to be a frictionless quick-start guide. The primary objective was to guide new users through the installation process to their first flight report with minimal effort,with the aim of increasing the user activation and conversion rate from free trial to paid subscription.
1. A Quick-Start
The user experience begins with a personalised welcome to build rapport. The focal point of this page is a 3-step ‘Quick-start guide’. By condensing the entire process down into three simple, graphical icons, it immediately reduces cognitive load and makes it seem achievable to get started, encouraging the user to take that crucial first step.
2. An Action-Oriented Guide
This section translates the overview into clear actions. A prominent Call-to-Action button drives the key conversion: installing the client. The copy emphasizes the platform’s automation, for example, “no need for any pre-flight configuration”, to reinforce ease of use. Crucially, a dynamic image of a flight report acts as the visual ‘reward,’ showing the user the valuable, engaging data they will unlock when the get their first flight done.
2. An Action-Oriented Guide
This section translates the overview into clear actions. A prominent Call-to-Action button drives the key conversion: installing the client. The copy emphasizes the platform’s automation, for example, “no need for any pre-flight configuration”, to reinforce ease of use. Crucially, a dynamic image of a flight report acts as the visual ‘reward,’ showing the user the valuable, engaging data they will unlock when the get their first flight done.
3. Removing Friction
The FAQ section was implemented to proactively tackle the most frequent inquiries and possible hurdles that a new user may encounter. By offering immediate answers and well-defined support channels, the aim was to alleviate user frustration, decrease the number of support tickets, and ensure a better initial experience.
Content Strategy & SEO
Overview: Extractor Hoods Premiumisation Content
The goal of this project was to increase the average spend on cooker hoods by positioning them as aspirational, high-end products. Through conducting my research, I have discovered that consumers tend to neglect the hood, spending only a smaller portion of their budget on it. In order to counter, I created a comprehensive content strategy derived from SEO analysis and consumer insights on buying priorities. The content was strategically organised to reflect the hierarchy of a customer’s needs, leading them from emotional appeal to rational justification.
1. Style, Design & Performance
The initial content focuses on capturing the customer’s attention with what matters most visually and audibly. By leading with “stunning” design, premium materials, and the QuietMark accreditation, this section addresses the primary consumer choice for hoods, which is design and noise levels. The goal is to create an immediate connection with the consumer’s priorities.
2. Smart Features & Unmatched Convenience
The narrative then flows seamlessly into revealing the worth of the premium investment. In this case, the copy highlights the ‘intelligent’ features that define the luxury experience, from ‘Set-and-forget’ automation to ClimateControl Sensors and Hob-Hood Control. These technologies redesign the hood as a smart device, one which optimizes the cooking experience and introduces an element of hands-on convenience that cheaper models simply can’t provide.
2. Smart Features & Unmatched Convenience
The narrative then flows seamlessly into revealing the worth of the premium investment. In this case, the copy highlights the ‘intelligent’ features that define the luxury experience, from ‘Set-and-forget’ automation to ClimateControl Sensors and Hob-Hood Control. These technologies redesign the hood as a smart device, one which optimizes the cooking experience and introduces an element of hands-on convenience that cheaper models simply can’t provide.
3. Reassurance & Peace of Mind
The last step in the journey is to eliminate any purchase anxiety. This messaging gives rational reassurance through concrete proof points. By calling out the 2-year guarantee, A+ energy efficiency, and ‘Excellent’ Trustpilot rating, it gives confidence and trust. It gives the last rational affirmation a customer needs to feel more secure in investing in an improved product.
Video Production & Comms
Overview: Video Production & Presentation to Leadership
I co-presented, filmed, and edited this video on the company value of ‘Achieving Excellent Results.’ The project involved scripting, filming across multiple locations, and producing the final cut complete with DaVinci Resolve. The final video was presented directly to the CEO, demonstrating my ability to manage the full video production lifecycle and to confidently communicate with senior leadership.