DIGITAL MARKETING STRATEGY
Enhancing Customer Engagement With An End-to-end strategy
EcoGlam
EcoGlam, a fictional sustainable fashion start-up created as part of the LSE Career Accelerator Programme, engaged me to develop and implement a data-driven, omnichannel digital marketing strategy. As the business transitioned from initial traction to a growth plateau, I was tasked with enhancing customer engagement, increasing conversions, and supporting long-term sustainable growth aligned with the brand’s mission.
overview
the project
The challenge
Despite early success, EcoGlam experienced a decline in customer engagement and a stagnant conversion rate on its e-commerce platform. The brand faced increasing competition, evolving consumer expectations, and limited repeat purchases — signalling the need for a more strategic and targeted digital approach. EcoGlam brought me on board to uncover the root causes and recommend solutions that could turn engagement into meaningful, sustained growth.
strategic highlights
+ Contextual Research: I assessed industry trends, economic conditions, and behavioural shifts affecting sustainable fashion consumption. + Competitor & Internal Analysis: Then I conducted SWOT, PESTLE, and performance reviews to identify gaps and opportunities. + Audience Segmentation & Persona Development: Next I applied behavioural segmentation to build tailored personas, mapping their journeys through the funnel. + Omnichannel Strategy Design: We focused on the brand’s largest and most promising audience segment, designing a multi-channel strategy with personalised customer flows. + Engagement & Conversion Tactics: Finally, we integrated paid and organic channels, including email marketing, social media, and retargeting ads. + Optimisation & Growth Metrics: It is an iterative process, so part of the strategy was to build in A/B testing to improve email subject lines and content, with KPIs targeting a CTR increase from 1.5% to 3%, and a 10% lift in conversion rates within six months. + Audience Building: We aimed for a 10% growth in email subscribers to strengthen long-term customer relationships and brand advocacy.
outcome & Lessons learned
While this was a simulated project, the strategic process mirrored real-world consultancy engagements. I delivered a robust, scalable digital marketing roadmap rooted in customer insights and data analysis. One key takeaway was the importance of specificity and depth. Broad strategies are helpful for direction, but impactful digital marketing requires highly targeted, data-backed decisions. I learned that in future projects, I would need to go deeper in identifying micro-segments, tailoring content and campaigns even more precisely to customer behaviours, preferences, and intent. Stronger differentiation and more refined targeting can significantly enhance performance, especially in competitive and values-driven sectors like sustainable fashion. Other lessons included the value of narrowing focus to high-impact personas, the power of behavioural data in shaping strategy, and the role of agile, iterative testing in driving digital performance.
skills & tools used
SKILLS + Digital Strategy + Audience Segmentation + Campaign Planning + Customer Journey Mapping + Conversion Optimisation + Performance Forecasting TOOLS + Google Analytics + Meta Ads Manager + Mailchimp + Excel + Miro + Canva
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