Online Marketing Manager | Dreams

Online Marketing Manager for the UK’s leading bed retailer, Dreams. In this role I had full responsibility for strategy, online traffic and sales acquisition, with full P&L responsibility, pivotal to the expansion and development of the Dreams business objectives of increasing online market share, improving profitability, and increasing revenue. In my time in this role I more than doubled year on year online revenue, whilst halving CPA. In 2013 online revenue in the first two weeks of January outperformed quarter one of 2012.


I was fully responsible for natural and organic search channels, including full P&L and strategy ownership, responsible for seven figure PPC budget. I was successful in rapidly increasing market share and revenue from both channels, succeeding in achieving a sub £2 CPA for organic sales.


From 2010 onwards increased the profitability of the online channel from a blended acquisition cost per sale of £130 to £30 whilst growing revenue to provide a £2M incremental revenue year on year.


Responsible for paid and organic search channels, including full budget and strategy ownership.


Renewed PPC strategy into key product areas and related ad groups, considerably increased keyword universe, identified relevant customer journeys and produced landing page and deep link strategy to significantly increase revenue and ROI from the PPC channel.


Developed and implemented natural search strategy to increase conversion and ROI and reduce expenditure by aligning and consolidating SEO, PPC, Social media and online PR as an integrated approach rather then isolated channels. Considerably increased target keyword volume and increased overall market share.


Developed Dreams affiliate strategy and re-launched affiliate channel, introduced tiered payment and reward system, introduced online voucher scheme, to maximise conversion and ROI.