A data-led content and optimisation project improving product visibility, brand consistency, and conversion performance across Amazon and the company website for UK shoppers.
The Challenge & Solution
As MaryMo expanded its beauty and home product range, its Amazon and website listings became inconsistent, overly technical, and misaligned with UK shopper expectations. Product visibility was low, imagery lacked lifestyle appeal, and the brand voice differed across channels.
The Strategy: Instead of relying on basic product specs, listings were transformed into lifestyle-led, benefit-focused presentations and supported with seasonal content across Amazon, Instagram, and email. This combined emotional, visual storytelling with structured optimisation to grow sales organically.
My Role & Execution
E-commerce CRO & Listing Optimisation: Elevated product listings into lifestyle-driven, benefit-led presentations by improving imagery, descriptions, and layout to meet UK shopper expectations.
Content Creation & Seasonal Planning: Planned and produced seasonal content for Amazon, Instagram, Website, and email to keep tone, visuals, and messaging consistent across channels.
Data & Insight Analysis: Analysed reviews, keyword data, and performance metrics to refine copy, improve product visibility (SEO), and prioritise high-intent search terms.
Performance-Led Design Testing: Tested variations in layout, colour warmth, and phrasing to identify elements that consistently improved click-through and conversion rates.
Brand Consistency & Trust: Standardised tone of voice, imagery style, and benefit hierarchy across platforms to build clearer, more credible brand perception.
📈 Results (Key Highlights)
+15% organic sales from SEO and listing optimisation.
+10% campaign conversion rate through targeted Mailchimp email campaigns.
+32% social media engagement driven by trend-aligned digital content.
Improved data-informed decision-making through performance monitoring and reporting.
Noticeable uplift in customer clarity, brand perception, and repeat visits.
🔧Tech Stack
✅ Amazon Seller Central
✅ Google Sheets (Performance Tracking)
✅ Meta Business Suite
✅ Customer Review & Keyword Analysis Tools
✅ Instagram & Email Marketing
✅ A/B Testing
🚀 Core Competencies
✅ Conversion Rate Optimization (CRO)
✅ Brand Storytelling
✅ Content Strategy & Planning
✅ Performance-Led Creativity
✅ Audience & Insight Analysis
✅ E-commerce & Marketplace Strategy
Reflection & UK Relevance 🇬🇧
This role showed how combining e-commerce data with creative testing can grow sales without heavy ad spend. It strengthened my ability to turn shopper insights into clearer benefits, warmer lifestyle visuals, and intent-aligned messaging, skills directly relevant to CRO, marketplace optimisation, and digital marketing roles within UK D2C and retail brands.
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