Project - EcoGlam
EcoGlam is a sustainable fashion startup catering to eco-conscious consumers with affordable, durable, and timeless designs. The company faced challenges such as limited brand recognition in a highly competitive industry, as well as low engagement and conversation rates.
EcoGlam set 12-month business goals to increase revenue by 50% and customer retention by 30%. My work focused on creating actionable steps to achieve this big target, establishing 6-month OKRs and developing a comprehensive digital marketing strategy to help EcoGlam grow its email database, boost conversions and repeat purchases, increase web traffic and social media engagement.
​My responsibilities in the project:
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industry research: SWOT, PESTLE, 4P competitor analysis;
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target audience research and segmentation;
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customer journey and brand touchpoints visualisation;
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SEO reseach;
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marketing channels and past campaigns audit;
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marketing tactics development for each channel to achieve set objectives
Integrated
Marketing Strategy
​The Challenge: EcoGlam faced multiple challenges hindering its growth and market penetration. The brand struggled to adapt to shifting consumer expectations, competitive pressure, and environmental concerns. Limitations in its segmentation strategy made it difficult to fully understand and engage diverse customer groups. Additionally, the company faced challenges in leveraging customer data effectively for customer engagement. Despite an established digital presence, EcoGlam experienced low conversion rates and needed a more cohesive digital marketing strategy to achieve it's ambitions goal to become a leading sustainable fashion brand.
Our Solution: As a first step as a Marketing Manager, I established 6-month OKRs to set the right marketing effort direction and measure progress. A comprehensive, data-driven digital marketing strategy was developed next to address EcoGlam's challenges and achieve the set objectives.
Key initiatives included refining customer personas to reflect nuanced preferences, improving the website's navigation and search functionality, and creating tailored campaigns using segmented customer data.
The digital marketing strategy emphasised high-impact channels such as Instagram, Pinterest, and TikTok for younger audiences, along with LinkedIn for professionals. Email campaigns were personalised to engage distinct customer segments, and PPC campaigns focused on long-tail keywords to boost relevance and ROI. A content marketing plan was implemented to address audience pain points while reinforcing EcoGlam’s sustainable brand message.
Client's Result: This project was a part of the Digital Marketing & Analytics Career Accelerator and demonstrated a holistic approach to connecting the brand with its audiences. While the results were theoretical, the project highlighted skills such as data analysis, customer persona and journey development, product marketing, content optimisation, and cross-channel campaign coordination.
This approach emphasised long-term customer engagement, strategic use of marketing platforms, and alignment with measurable goals, providing a robust framework for implementing similar strategies in real-world scenarios.
Read the detailed digital marketing strategy created for EcoGlam in the report here.