Digital Transformation for 100+ Store Retail Group

Executive Summary: Multi-Store Retail Marketing Leadership

As Head of Marketing for The Feel Good Group, a leading UK and Ireland retail organisation with 100+ stores, I delivered comprehensive digital transformation, revenue growth, and the most successful store launch in the company’s history.

Key Achievements:

• Managed 6-figure annual marketing budget with full P&L accountability
• Led a 5-person in-house marketing team across digital and traditional channels
• Delivered record-breaking flagship store launch (Middlesbrough) – best performance in 30-year company history
• Drove SEO improvements across 100+ location landing pages
• Implemented enterprise CRM segmentation strategy, increasing customer retention

About the Client: The Feel Good Group

Industry: Retail | Scale: 100+ stores across UK & Ireland | Market: Fast-paced competitive consumer sector

The Feel Good Group required modern marketing operations to drive footfall, online conversions, and brand consistency across a large multi-location retail network while meeting ambitious revenue targets.

Project Scope: Full-Scale Marketing Transformation

Strategic Marketing Objectives

This comprehensive marketing leadership role encompassed:

Digital Marketing Transformation

• Complete website redevelopment and redesign
• Technical SEO optimisation and site speed improvements
• Mobile app development and enhancement
• Conversion rate optimisation (CRO) across all digital touchpoints

Performance Marketing & Paid Media

• PPC campaign management (Google Ads, paid search)
• Affiliate marketing program optimisation
• SEMrush visibility improvements
• ROI-focused budget allocation and performance tracking

Customer Relationship Management (CRM)

• Multi-channel customer journey mapping
• Advanced segmentation strategy implementation
• Email marketing automation and workflows
• Customer retention program development

Brand & Content Marketing

• Video production and photography direction
• Multi-location content creation
• In-store promotional campaign planning
• Social media marketing and community management

Marketing Operations & Compliance

• Agency and supplier relationship management
• GDPR compliance and data security
• Digital customer service optimisation
• Marketing technology stack management

Key Deliverables & Results

1. Marketing Team Leadership & Operations Management

Team Development:

• Built and managed a high-performing 5-person in-house marketing team
• Established quarterly strategic planning aligned with company KPIs
• Created performance review processes and professional development paths
• Provided hands-on support during peak trading periods

Operational Excellence:

• Renegotiated supplier contracts, reducing costs
• Restructured workflow, improving campaign delivery speed
• Reallocated marketing spend to optimise channel performance
• Implemented project management systems for cross-functional coordination

Senior Stakeholder Management:

• Delivered monthly performance reports to the senior leadership team, Directors and CEO
• Presented data-driven insights for strategic business decisions
• Collaborated with retail operations on integrated campaigns

2. Digital Transformation & Website Optimisation

Website Redevelopment:

• Led full-scale website redesign, improving user experience (UX)
• Implemented responsive design for mobile-first optimisation
• Improved page load speed, enhancing Core Web Vitals
• Increased conversion rate through CRO initiatives

Technical SEO Implementation:

• Developed SEO-friendly site architecture and URL structure
• Implemented structured data markup (Schema.org) for local businesses
• Optimised meta descriptions, title tags, and header hierarchies
• Created XML sitemaps and robots.txt optimisation

Mobile App Enhancement:

• Directed mobile application UX/UI improvements
• Integrated loyalty program features increasing engagement
• Implemented push notification strategy for customer retention
• Enhanced app store optimisation (ASO) for download growth

Analytics & Tracking:

• Deployed comprehensive Google Analytics 4 (GA4) tracking
• Set up conversion tracking across all marketing channels
• Created custom dashboards for real-time performance monitoring
• Implemented attribution modelling for multi-touch customer journeys

3. Search Engine Optimisation (SEO) & Local Search

Multi-Location SEO Strategy:

• Optimised 100+ individual store location pages
• Implemented the Google Business Profile management system
• Created location-specific SEO content targeting local keywords
• Built a local citation network, improving NAP consistency

SEO Performance Improvements:

• Improved organic search visibility using SEMrush competitive analysis
• Targeted high-value commercial keywords in the competitive retail sector
• Developed content strategy around search intent and user behaviour
• Built a quality backlink profile through digital PR initiatives

Technical SEO Achievements:

• Resolved crawl errors and duplicate content issues
• Implemented canonical tags and hreflang for regional targeting
• Optimised internal linking structure for link equity distribution
• Enhanced site architecture for improved crawlability and indexation

4. PPC Management & Performance Marketing

Paid Search Campaigns:

• Managed Google Ads campaigns across Search, Display, and Shopping
• Optimised ad copy, extensions, and landing pages for Quality Score
• Implemented negative keyword strategies, reducing wasted spend
• Achieved significant improvement in click-through rate (CTR)

Affiliate Marketing Program:

• Managed affiliate partner network and commission structures
• Optimised affiliate creatives and promotional materials
• Monitored affiliate compliance and brand safety
• Delivered strong ROI through performance-based partnerships

Budget Management:

• Allocated a six-figure marketing budget across channels
• Used a data-driven approach for budget optimisation
• Implemented bid strategies maximising return on ad spend (ROAS)
• Conducted regular performance reviews and channel rebalancing

5. CRM Strategy & Email Marketing Automation

Customer Segmentation:

• Designed a comprehensive CRM segmentation framework
• Implemented behavioural targeting based on purchase history
• Created customer lifecycle stages for personalised messaging
• Developed RFM (Recency, Frequency, Monetary) analysis models

Email Marketing Excellence:

• Built automated email workflows for customer journeys
• Designed welcome series, abandoned cart, and re-engagement campaigns
• Improved email deliverability and open rates through list hygiene
• A/B tested subject lines, content, and send times for optimisation

Customer Retention Programs:

• Developed loyalty program communication strategies
• Implemented win-back campaigns for lapsed customers
• Improved customer lifetime value (CLV) through targeted retention

Multi-Channel Integration:

• Connected email marketing with SMS and push notifications
• Aligned CRM strategy with in-store promotional activity
• Created a consistent customer experience across all touchpoints
• Integrated online and offline data for a unified customer view

6. Content Marketing & Creative Production

Video Marketing & Photography:

• Produced promotional video content for store locations
• Directed photoshoots across regional stores
• Created brand storytelling content for social media platforms
• Developed video assets for paid advertising campaigns

Content Creation & Management:

• Wrote and edited high-quality content for landing pages
• Created blog posts targeting commercial and informational keywords
• Developed email copy for campaign sequences
• Produced in-store promotional materials and point-of-sale content

Brand Consistency:

• Maintained brand guidelines across 100+ physical locations
• Ensured consistent visual identity on all digital channels
• Coordinated national campaigns with local store requirements
• Created templated assets for scalable store-level customisation

7. Record-Breaking Store Launch Campaign: Middlesbrough Flagship

Campaign Achievement: Best-performing store opening in 30-year company history

Launch Marketing Strategy:

• Developed an integrated marketing campaign spanning digital and traditional media
• Created launch timeline with coordinated PR, social media, and paid advertising
• Produced custom content and photography for the grand opening

Results & Impact:

• Record first-week footfall exceeding previous launch benchmarks
• Highest opening-week revenue in company history
• Strong media coverage with local and regional press features
• Generated significant social media engagement and user-generated content

Tactical Execution:

• Pre-launch teaser campaigns build anticipation
• Grand opening event coordination and experiential marketing
• Email marketing to local database segments
• Geotargeted paid social and search campaigns
• Launch day activations and in-store promotions

8. Digital Customer Service & Compliance

Customer Experience Optimisation:

• Reduced digital customer service response times
• Implemented new communication workflows across channels
• Created FAQs and self-service resources, reducing support volume
• Trained team on best practices for online customer engagement

GDPR Compliance & Data Security:

• Ensured full GDPR compliance across all marketing activities
• Implemented consent management and preference centres
• Conducted regular data audits and security assessments
• Developed privacy policies and cookie consent frameworks

Marketing Technology Management:

• Managed relationships with external digital agencies and suppliers
• Evaluated and implemented marketing automation platforms
• Integrated marketing technology stack for seamless data flow
• Conducted vendor performance reviews and contract negotiations

Marketing Channels & Expertise

Digital Marketing:

• Search Engine Optimisation (SEO)
• Pay-Per-Click Advertising (PPC / Google Ads)
• Paid Social Media Advertising (Facebook Ads, Instagram Ads)
• Affiliate Marketing & Partnership Management
• Email Marketing & Marketing Automation
• Content Marketing & Blogging
• Video Marketing & YouTube

Traditional Marketing:

• In-Store Promotions & Point-of-Sale
• Print Advertising & Direct Mail
• Local Event Marketing
• Public Relations (PR) & Media Relations

Marketing Technology:

• Google Analytics & GA4
• SEMrush (SEO Tools)
• Google Ads & Microsoft Advertising
• Email Marketing Platforms (Mailchimp, Klaviyo, etc.)
• CRM Systems
• Marketing Automation Software
• Content Management Systems (CMS)

Strategic Marketing:

• Marketing Strategy Development
• Budget Management & P&L Accountability
• Team Leadership & Staff Development
• Stakeholder Communication & Reporting
• Performance Analytics & KPI Tracking
• Competitive Analysis & Market Research
• Customer Journey Mapping

Key Skills & Competencies

• Head of Marketing Leadership across a multi-location retail organisation
• Six-Figure Budget Management with full commercial accountability
• Team Management & Development leading in-house marketing departments
• Digital Transformation from strategy through execution
• Multi-Channel Marketing integrating online and offline campaigns
• Data-Driven Decision Making using analytics and performance metrics
• Retail Marketing Expertise, driving footfall and conversion
• CRM & Customer Retention strategy and implementation
• SEO & Local Search Optimisation for multi-location businesses
• PPC & Paid Media Management across Google and social platforms
• Content Creation & Brand Storytelling, including video and photography
• Agency & Supplier Management, maintaining external partnerships
• Compliance & Data Security, ensuring GDPR and privacy standards

Industry & Market Context

Sector: UK & Ireland Retail | Competition Level: High | Business Model: Multi-location brick-and-mortar with e-commerce

The retail sector presents unique marketing challenges requiring integrated strategies that drive both online sales and in-store footfall. Success depends on local SEO optimisation, regional targeting, brand consistency across locations, and seamless omnichannel customer experiences.

This role required balancing centralised brand management with localised marketing execution, all while managing a substantial budget, leading a team, and delivering measurable ROI across diverse marketing channels.

Contact for Marketing Leadership Opportunities

Experienced Head of Marketing available for senior marketing roles, consulting projects, or interim leadership positions in retail, multi-location businesses, or e-commerce sectors.

Specialisations:

• Digital transformation and marketing operations
• Multi-location retail marketing strategy
• Team leadership and department building
• Performance marketing and ROI optimisation
• SEO, PPC, CRM, and email marketing expertise