25% more customers · 67% lift in account creation · 3× return on email spend

Full case study: https://www.twine.net/signin

I built SCF’s marketing function from nothing. Strategy, budgeting, campaign planning and channel prioritisation, all of it grounded in customer research rather than assumption.

The research came first. I took surveys from current customers, long-termers and people who had left, and the finding that shaped everything was emotional rather than practical: customers weren’t buying vegetables, they were buying relief from feeling complicit every time they shopped at a supermarket. Price was never the lever. That persona informed every decision afterwards, from ad targeting to the words on the homepage.

In addition to a strong, revamped social media presence, the highest-return piece was email. An automated flow for people who created an account but never ordered, three emails over two weeks, each addressing a different reason someone hesitates. No discounts. It returned 3× on all email marketing spend. I also built a welcome sequence for new subscribers and a light-touch win-back flow for lapsed customers.

Paid ran across Meta and Google against local high-intent search terms, within a fixed budget, feeding traffic to a site I’d rebuilt to convert.