Justine Wyness

Hobbycraft is the leading craft retailer in the UK. Their website was stand-alone and poor-performing. As part of a more comprehensive digital transformation program, I was tasked with delivering a multi-channel site to drive UK sales both in-store, via click and collect, and online. Online sales grew 400% in the first six months after launch,

Wilko, a leading UK retailer, was going through a digital transformation program and re-platforming the website from Venda to Hybris. The product owner team was tasked with the successful and timely completion as the Venda platform was due to be closed down. I covered the integration of the new Cheetah Digital ESP into the business, along with improving email communication throughout the customer journey from both a transactional and retention perspective, ensuring GDPR compliance for communications and data usage across the site.

I was tasked with improving SEO across the site, including navigation and filtering products, on-page optimization, speed, and performance metrics. Traffic from natural search grew post-launch, and the site performs much better in SERPs than with the previous version.

Lastly, all reporting and analytics were done via Google Analytics and Tag. Manager, Hybris, and BI reporting all had to be recreated using the new systems, improving the accuracy and speed of information across the different stakeholder teams, including marketing, customer service, and finance.

Screwfix UK had expanded into Germany, opening four stores—local to the Frankfurt area—and had a basic website. The website wasn’t performing well, and during a contract with the UK eCommerce team, I was asked to identify the issues and present an improvement plan. Doing so also meant negotiating with the entire UK company versus stores, eCommerce, and contact centers to prioritize resources.

I worked with the Unilever team to re-launch their Shopify Plus website for a vegan beauty brand, including a skincare quiz and launching new transactional areas. Collaborating with global development teams, I was key in improving the user journey using data and feedback from live customer interviews.

I introduced a search engine-optimized transactional sales section alongside a subscription service and managed the email marketing flow to convert one-time buyers to subscribers. I also set up and managed end-to-end email marketing and automated campaigns using the Omnisend email marketing platform.

The project involved managing Christmas trading coming out of the COVID-19 lockdown for a natural spa products business (B2C and B2B). I grew digital marketing programs and swapped email service providers to improve email marketing and marketing automation programs. I also enhanced SEO, blogging, landing pages, and site navigation to improve natural traffic acquisition and conversion rates.

• **20% ** — Increase in retention/email revenue
• 10% — Increase in conversion rate
• **30% ** — Reduction in customer service calls
• 12% — Increase in SEO sessions

• Four separate websites covering the UK, EU, DE, and FR, each one needing separate maintenance and linked to two different stock and pricing sources.
• Sites used multiple templates across each site and multiple locations for their high-quality educational content.
• The business was very reliant on paid acquisition.
• The internal team had limited eCommerce experience.

• Carried out extensive industry and competitor research.
• Introduced, briefed, and managed a digital agency.
• Launched a single Shopify + site using markets to deliver a UK site and a multilingual, multi-currency EU site.
• Streamlined processes, recruited and trained an eCommerce manager and content team.
• Created SEO process and ongoing plan.
• Improved CRM and email marketing activity to bolster retention marketing.

• Huge reduction in site maintenance resources and data accuracy.
• Improved user experience and resulting conversion rates.
• Increased retention activity and KPIs.
• Improved eCommerce and SEO knowledge across the team.