Richard James

Rat & Boa were selling products, but marketing was limited. They needed a marketing strategy to hit their revenue goals. This project's objective was to deliver incremental revenue from marketing activity, define a clear marketing strategy, and codify it with processes.

I analyzed the existing marketing data and ranked channels in order of performance. I then implemented a marketing plan to optimize and scale these channels, focusing on sales and delivering ROI from marketing. The plan included migrating the email marketing system to enable better automation and segmentation of our email base and launching nine automated email and SMS flows. The plan also included launching paid advertising campaigns on Instagram and Facebook, incrementally focusing on acquiring new customers.

The result has been a profitable ad strategy that successfully scaled by 370% over two years and a 4.1 ROAS. As the company has grown, I've also scoped roles and built a team to deliver the marketing strategy. Growth has been steady since channel optimization; revenue increased by 650%, and AOV grew by 74%.

Rat & Boa had many users who had made only one purchase or were engaging with the brand but had yet to take the plunge and purchase. Competitors could sway these undecided customers. After analyzing the data, I discovered that when customers made multiple purchases, their churn likelihood decreased.

The project's objective was to increase revenue per customer by increasing average order value and purchase frequency, delivering a retention strategy with tangible value and a luxury feel. We wanted "money can't buy" experiences for our customers, including co-designing new dresses rather than solely discounts. I sourced our loyalty software provider, designed a three-tier loyalty program, and scoped several new loyalty-based email flows. I also worked with the directors on the brand name and the developer and UX designer on the onsite implementation.

The result was a 30% increase in revenue per customer and a 15% to 54 % increase in the returning customer rate across the four Shopify stores. In the first 18 months, we grew our loyalty membership base by 60% and our VIP tier by 131%.

The project's objective was to differentiate Xperia smartphones by leveraging the excitement of the UEFA Champions League, increasing sell-in and sell-through. I program-managed a cross-functional team of sales, marketing, and IT experts to deliver a best-in-class campaign we successfully sold exclusively to Vodafone Europe.

The campaign included access to match highlights, exclusive content, and a score predictor game where you could play against friends or other Xperia fans for a chance to win tickets to matches. In four months, 1.6 million people viewed the predictor, and we reached 250,000 engaged players. Examples of the video content, including collaborations with brands such as Nissan and Konami, are available.

Rat & Boa wanted to identify their key differentiators in the competitive women's clothing market. I proposed and co-designed a survey to identify customer needs, perceptions of value from Rat & Boa products, and pain points. I worked with a consultant data scientist from a team at Sony to segment the Rat & Boa customer base using machine learning techniques and up to 100 data points per customer. We used qualitative data from a survey of 3,000 respondents and joined that with quantitative data on respondents' purchasing behavior.

We have run the survey every year since 2019, and NPS has increased every year since then. We have delivered key insights and actions across the product portfolio, sales, marketing, and customer experience.

I was a program manager responsible for three workstreams (sports, music, and gaming). I was responsible for the full lifecycle of these programs, from strategy to multi-channel execution, optimization, and reporting.

Establishing the mobile CRM application as a key marketing platform. Reaching over 10M monthly active users. 140% increase in the number of campaigns within the first 6 months.

I leveraged exclusive Sony content to achieve B2B handset sell-in and B2C awareness and sales targets, overachieving target by 36%.

I managed partnership marketing initiatives, including Spotify, Sony Music, VEVO, Konami, Roland Garros, Nissan, UEFA, Adidas, TIDAL, and PlayStation.

I managed the CRM aspects of the programs, feature requests, CRM lifecycle marketing, CMS, CRO, A/B testing, and reporting analysis.

I worked cross-functionally at Sony with stakeholders in EMEA, Japan, Sweden, the USA, and MEA. I built relationships and collaborated to achieve our shared goals.