Role Overview
As the Paid Media Lead at Mulberry, my role was to drive immediate, measurable impact through targeted PPC and Programmatic Display strategies to meet critical business objectives.
To achieve immediate impact, I conducted a comprehensive audit of the existing PPC strategy, developing a roadmap for sustained performance improvement. This led to a testing phase that reduced brand CPC by over 39% through bid strategy testing. Additionally, I was responsible for nurturing relationships with key agency partners, Merkle for both PPC and Display and Assembly in Korea for Naver ads. I ensured a cohesive and localised approach across markets as well as clear KPI and objectives alignment.
I worked closely with Intelligent Reach, Mulberry’s feed partner to optimise their product feed, ensuring visual consistency and appeal by standardising image backgrounds, updating category mapping, and refining product attributes such as colour labels. I also added seasonal gifting labels for a tailored festive approach, enhancing search relevance and audience targeting.
For programmatic display, we trialled new partners and ad formats to optimise brand exposure and engagement. Quality execution relied on cross-functional effort and collaboration with internal teams, such as Trade for inventory insights, Creative and Design for asset development, Finance for budget management, and agency partners for execution. Additionally, we partnered with Apple News across the UK and USA, expanding Mulberry’s digital footprint in key markets.
Beyond channel execution, I delivered PPC training for the Trade team, enhancing cross-team capabilities. I also built a reporting dashboard to streamline performance tracking and contributed to budget re-forecasting and phasing, aligning spend with evolving business needs.
Key Results
Launched new platforms and partnerships for programmatic display activity.
Delivered excellent engagement rates for new display activity (>1%) through Gumgum partnership
Delivered substantial traffic uplift to static budget through 39% reduction in brand CPCs
Consistent feed optimisation supporting greater Pmax performance
Supported a high performance digital marketing team with training and insight presentations
