Case Study: Charlotte Mills

As Managing Director, I led the full marketing function for Charlotte Mills, a premium bridal footwear and accessories brand, through a major repositioning: shifting the brand from accessible to aspirational, without losing the existing customer base.

The launch

Rather than repeat the previous year's approach, I built a longer runway into the launch strategy, growing an engaged customer base ahead of the collection through paid and organic lead generation. Pre-launch content leaned educational rather than promotional, addressing the barriers that stop considered purchasers from committing. I also expanded the content shoot significantly beyond its usual scope, building a comprehensive content bank across every channel from day one, so the team could move quickly post-launch and back whatever was converting.

Social and brand voice

I shifted the brand's organic content from accessible to aspirational, with a tighter creative remit and clearer visual identity. The content mix balanced founder-led storytelling, which builds trust and personality, with educational content that gives customers a genuine reason to choose the brand, not just admire it.

Website and email

I led a full website redesign, managing the process from brief through to delivery, so the elevated brand direction carried consistently from homepage to product page. I also overhauled the email programme, shifting it from discount-led messaging to educational content, positioning the brand as an expert rather than simply a retailer.

Brand experience

I led a full redesign of the customer's post-purchase experience, informed by how customers were already engaging with the brand organically online. The aim was to turn a transactional delivery moment into something that felt as significant as the occasion it was bought for, and it worked: unprompted, customer-shared content around that experience grew consistently afterward.

This is a summary. If you'd like to see my full portfolio with more detail, drop me an email and I'll happily share it.