Driving Growth for SilkFred
Building SilkFred's Marketing Strategy for the Next Level
THE CHALLENGE
SilkFred, an Ecommerce brand on a mission to support independent fashion designers was at a key crossroad in its journey from startup to growing business. While they had established a solid foundation, they needed a marketer who could wear many hats, dressed and ready to take the company to the next level. They needed a marketing strategy to amplify their brand's presence, connect with consumers in a more meaningful way, and drive revenue and growth with ongoing analysis and improvement.
SilkFred's email marketing efforts were working, but they weren’t aligning completely with their tone of voice or overall marketing strategy. Their customer engagement strategy lacked objective and collaborations hadn’t been fully unlocked. The brand was growing and needed to adapt, train, and enhance systems and productivity. For example, the customer service team needed training to enhance tone of voice and prioritisation. Additionally, optimizing the overall approach to organic growth and PPC was essential to achieving ambitious sales targets and the next level of growth for the brand.
A snippet of my previous time at SilkFred plus a good story.
THE OPPORTUNITY
SilkFred brought me on board as the Advertising Creative Director to overhaul their marketing strategy. Key areas of focus included:
Enhancing Email Marketing: Increasing email marketing sales from £1M to £2M in the first year, and boosting average email revenue from £2k to £8k through targeted campaigns and strategic initiatives.
Optimizing Sales Channels: Growing monthly sales from £120k to £4M over four years by leveraging organic growth and PPC strategies.
Defining Brand Voice: Establishing SilkFred's Tone of Voice and training the Customer Service Team on customer engagement, leading to a 50% increase in efficiency and productivity.
Implementing Revenue-Driving Campaigns: Introducing successful campaigns, such as Back In Stock, which generated an average of £10k in sales per email.
Corporate Responsibility Initiatives: Founding the Corporate Responsibility Department and raising over £20k for charities through various initiatives at low cost.
Creative and Strategic Direction: Directing campaigns, managing the graphic design team, overseeing photoshoots, and managing collaborations, partnerships, and influencers.
THE IMPACT
The implementation of these strategies led to four times growth in five years for SilkFred.
In the first year, email marketing sales doubled from £1M to £2M, with average email revenue increasing from £2k to £8k. The comprehensive approach across all channels, including organic and PPC, resulted in a remarkable rise in monthly sales from £120k to £4M over four years. The establishment of a defined Tone of Voice and the training of the Customer Service Team significantly enhanced team efficiency and productivity by 50%. Revenue-driving campaigns, like Back In Stock, consistently brought in substantial sales, while the Corporate Responsibility Department raised over £20k for charitable causes.
This doesn’t even cover collaborations, influencer partnerships, and the Black Friday live series introduced and pioneered by the brand. Automation, backend website updates, and customer feedback processes were just a few ways we were able to grow the marketing team from four to 24 people in a short time frame. The overall strategic and creative direction positioned SilkFred as a leader in the e-commerce marketplace, driving sustained growth and brand loyalty.
Ecommerce brands can stand out, but they need a data-backed strategy in their lane.
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- Rob Liddiard, Head of Marketing at SilkFred
“Grace is fab. She’s been with us through a period of very rapid growth necessitating her picking up a lot of new skills and working outside her comfort zone.
Always prepared to go the extra mile with workload whilst remaining the most positive and upbeat team member. Grace was a great person to work with and we will miss her energy and expertise.”
- Jean Butterfield, Senior Principal Consultant • CRM • Marketing Automation • Product • Ex: ASOS | eBay Enterprise | SilkFred
