Emma Lewisham

THE APPROACH

How the engagement was structured.

The engagement opened with an audit, not a campaign. We mapped the full digital surface: acquisition channels, the measurement layer, the lifecycle stack, the post-purchase system, and the commerce platform itself, against the markets the brand was already shipping into and the markets it wanted next. That audit became a roadmap with a sequence, so the team knew which levers to pull, in which order, and what each one was meant to move.

Acquisition was rebuilt around honest signal. The measurement layer was tightened so paid social, paid search and short-form video could be judged on contribution, not last-click flattery. We treated each region as its own funnel: different creative cadence, different prospecting depth, different cost-of-acquisition tolerance, rather than running one global programme and hoping the averages held. Creative velocity stepped up alongside it, because a sustainable skincare proposition needs space to explain itself before it converts.

Lifecycle and LTV were the other half of the brief. For a category where the second purchase decides the unit economics, the lifecycle stack was reorganised around replenishment windows, regimen depth, and the kind of education content that actually shifts repeat rates. Quarterly planning ran against a single forecast that the acquisition and retention disciplines both wrote into, so neither side was optimising against the other.