DIGITAL MARKETING STRATEGY
Data-Driven Growth for a Digital Bank
Sumify Xtra
As part of the LSE Career Accelerator, I devised a high-impact, data-driven digital marketing strategy for a fictional digital bank's retail flagship product, Sumify Xtra, preparing for its biggest growth quarter. The objective was to stabilise revenue and deliver scalable returns through full-funnel marketing and performance-led optimisation.
overview
the project
The challenge
Sumify, a digital bank with 4.8 million users, was preparing to launch Sumify Xtra, a premium account aimed at attracting high-value B2C customers. The challenge was two-fold: to grow the customer base, while also increasing customer engagement and long-term retention. With stiff competition in the digital banking space, the campaign needed to position Sumify Xtra as the smart, convenient choice for tech-savvy users, while driving awareness, conversions, and customer loyalty across multiple touchpoints.
strategic highlights
I started by identifying three key customer types and mapped out their typical journeys, from discovering the brand to signing up or converting. For each type, I ideated tailored campaigns across platforms like Meta, Google, email, SMS, and affiliate networks to make sure the messaging felt relevant and timely. The strategy covered the full customer journey, focusing first on building awareness, then moving into retargeting people who had shown interest, and finally encouraging conversions with more personalised, action-driven messages, making sure each step felt seamless and connected. My strategy included planning how and where we spent the marketing budget. The largest share went to Google’s Performance Max campaigns, backed by paid social, search engine optimisation, and influencer support, each chosen for their ability to reach the right audience at the right time. To see what worked best, I develop different versions of messaging and content to test across these platforms. This approach would allow the team to fine-tune the creative choices based on real engagement.
outcome
The campaign set out clear, measurable goals. 1. Customer Growth: Expand the customer base from 4.8M to 5.8M 2. Brand Awareness: Boost recognition from 43% to 55% 3. Cost Efficiency: Reduce B2C cost per sale from £30 to £25 4. Primary Account Usage: Increase users who consider Sumify their main bank from 15% to 26% The plan was to monitor performance through a mix of engagement metrics, app usage stats, conversion rates, and revenue growth to ensure a full-picture view of impact and opportunities for scaling.
skills & tools used
SKILLS + Audience segmentation & persona development + Cross-channel campaign strategy + Content planning & storytelling + SEO writing & keyword strategy + Conversion-focused copywriting + Customer journey mapping + Email funnel creation & automation + Influencer campaign briefing + Data-driven content optimisation + UX collaboration and content structuring TOOLS + Figma & Miro – for journey mapping and content outlines + Google Ads & Facebook Ads Manager – for understanding targeting and campaign planning + Google Analytics – for performance tracking and user behaviour insights + WordPress – for content publishing and SEO implementation + Canva – for content mock-ups and social creative briefs + Mailchimp – for email campaign structuring and segmentation + Google Docs/Sheets – for collaborative planning, calendars, and content frameworks
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