Craig Smith

Engaged to capitalise on early growth opportunities across China, Hong Kong, Australia and New Zealand whilst revitalising existing business channels in the UK and EU working directly with the Chief Client Officer • Scoped and delivered a new website and refreshed brand identity • Content strategy that positions the business for 65% YoY growth in the Asia and Australia markets. • Design refresh of all brand collateral • Delivered 2024 Sustainability Report • Restructure of in-house design studio • B2B outreach campaign development and social media support

Brought in to modernise and scale a legacy design and lifestyle business into a digitally led, multi-brand group operating across UK and US. Full P&L and strategic leadership across ecommerce, brand, content, and performance marketing. Key Highlights : • Delivered new ecommerce growth roadmap across D2C, Amazon and retail partners. • Migrated largest brand to Shopify in under 5 months, increasing conversion and platform efficiency. • Owned and optimised performance marketing channels, overseeing SEO, paid social, and CRO initiatives. • Introduced a 3-year lifecycle marketing and retention strategy across all brands. • Managed an integrated team of 25 (4 direct), spanning content, growth, trading, product and CX. • Recruited a new agency ecosystem and led all channel KPIs and budget governance.

Strategic advisor to high-growth challenger brands in FMCG, fashion, health, wellness and tech. Embedded within client leadership teams to deliver ecommerce acceleration, brand-building, growth marketing and team design. Key Projects: • Developed D2C marketing and acquisition strategy for a functional wellness brand scaling to £10m. • Supported a £4m+ marketing budget deployment for a high-growth consumer lifestyle brand – led strategic mix across digital, trade, brand and ATL. • Built CRM, performance and brand storytelling playbooks for a health food startup, increasing subscriber LTV by 40%. • Advised on new Amazon and online retail growth models, driving margin-led expansion.

Brought in to lead a transition phase through digital platform migration, brand repositioning and team restructuring. • Reorganised a team of 30, aligning marketing, ecommerce and creative into a single high-performing function, increasing team efficiency by 25% • Increased customer lifetime value by 35% through insight-led retention and digital strategy. • Improved ROAS efficiency by 34% by consolidating media and agency partnerships. • Delivered an updated brand vision and a roadmap for international ecommerce and CRM growth.Directed a smooth Magento 2 migration, reducing customer churn, bounce rates and improving site speed by 30%. • Cut marketing spend by 22% while increasing ROAS by 28%. • Executed a refreshed brand strategy that boosted engagement by 35% via targeted content and social campaigns for the UK and US markets. • Scaled eBay marketplace sales by 40% within 6 months through new growth strategy.

Instrumental in scaling Ted Baker's brand, ecommerce and international reach, from a UK retail player to a globally recognised fashion brand. • Led 220+ team across 5 countries, improving campaign execution speed by 30%. • Oversaw omnichannel revenues growing from £8m to £500m over 14 years. • Launched 10+ international sites and expanded ecommerce into key global markets. • Led a global team of 200+ across brand, creative, digital, data, ecommerce, CX and tech. • Initiated a global brand refresh and led award-winning omnichannel campaigns with Google. • Built in-house content studio, CRM strategy and UX frameworks to scale globally. Drove ecommerce revenue growth from £75m to £125m globally through platform redevelopments, customer personas strategy for UK and US markets and UX/UI improvement. • Managed global expansion, launching 4 new localised websites and growing the customer base by 28%. • Improved campaign ROI by 25% via agency collaboration and unified brand campaigns. • Used GA360 and Adobe Analytics to optimise digital spend and improve ROAS by 20%.