Psyche eCommerce, Digital Marketing

This luxury fashion ecommerce marketing role put me in charge of the online side of Psyche, from the e-commerce platform to every marketing channel that drove traffic and sales to it.

Psyche is a well-known luxury fashion retailer with a 35,000 square foot department store and more than 200 designer brands across menswear, womenswear, kidswear and home. The business has picked up a long list of awards over the years, including the Drapers Fashion Awards twice, FHM’s Retailer of the Year, GQ’s Best Menswear Shop and runner-up to Harrods for Department Store of the Year.

I managed the full Visualsoft e-commerce platform and took responsibility for every part of its digital performance. This included planning, budgeting and reporting, as well as the day-to-day running of all marketing activity. I worked closely with the buying and offline marketing teams to make sure online activity aligned with wider business plans and brand goals. With the buying team I helped forecast demand, coordinate product launches and plan seasonal retail campaigns.

• • Managed the full Visualsoft e-commerce platform and all online operations
  • Planned and managed substantial digital budgets across PPC, email, affiliates and social
  • Oversaw a team of 10 covering digital marketing, content and performance
  • Led PPC campaigns, affiliate marketing and paid acquisition strategies
  • Delivered ongoing SEO improvements and technical optimisation
  • Planned and executed email marketing workflows and promotional campaigns
  • Managed social media activity and brand consistency across all platforms
  • Produced KPI reporting, attribution modelling and performance analytics to support commercial decision making
  • Worked closely with buyers on digital planning, demand forecasting, product launches and seasonal campaigns
  • Coordinated with offline marketing to ensure campaigns were aligned
  • Managed external suppliers and agencies to keep all digital projects on track

The role brought together strategy, leadership and hands-on delivery, helping to shape Psyche’s digital presence during a period of growth and change.

I managed the full Visualsoft e-commerce platform and took responsibility for its digital performance. That covered planning, budgeting and reporting as well as the day-to-day running of the site, so the online store stayed accurate, current and in step with the wider business.

I led PPC campaigns, affiliate marketing and paid acquisition, alongside email workflows, promotional campaigns and social media. SEO improvements and technical optimisation ran in the background, and KPI reporting, attribution modelling and analytics supported commercial decisions across all of it.

I worked closely with the buying and offline marketing teams so online activity matched wider business plans and brand goals. With the buyers I helped forecast demand, coordinate product launches and plan seasonal retail campaigns for a store with more than 200 designer brands.

I oversaw a team of 10 covering digital marketing, content and performance, and managed the external suppliers and agencies that kept digital projects on track. I carried this experience on to later roles, including the digital transformation of a 100+ store retail group.

The role brought together strategy, leadership and hands-on delivery, helping to shape Psyche’s digital presence during a period of growth and change. Psyche is a well-known luxury fashion retailer with a 35,000 square foot department store and a long list of awards, including the Drapers Fashion Awards twice, FHM’s Retailer of the Year and GQ’s Best Menswear Shop. Keeping the online store, marketing activity and buying plans moving in the same direction was central to supporting that reputation.