Leading the audience and creative strategy, from identifying the commercial opportunity through to testing, creative direction and production planning.
Branding & Design
Creative Direction
Campaign Visual Identity
Creative Formats & Templates
Brand Campaign Development
Strategy & Process
Audience Segmentation & Insight
Trend & Demand Research
Creative Testing Programme
Performance Analysis
Content Production Framework
Content & Comms
Audience Messaging Strategy
Product Storytelling
Variety, Hero & Curation Framework
Paid Social Creative
Outdoor Campaign Adaptation
Discounts were becoming the reason to choose La Redoute. Promotional messaging was driving immediate sales while attracting new customers who also expected reduced prices. That cycle put pressure on profitability and made it harder to sell outside promotional periods. Reducing the dependence meant establishing reasons to buy that could hold their value beyond the next sale.
The opportunity started with the customers most likely to pay full price. CRM segmentation identified priority groups across fashion and homeware, while third-party research helped explain their purchase motivations. This established a direction for growth: understand what those customers valued, then use that knowledge to attract more people like them. Product priorities and communication followed from that audience understanding.
Full-price purchasing became the test of the strategy. A targeted creative testing programme evaluated whether the proposed reasons to buy translated into purchasing behaviour. Repeated controlled tests and bespoke product-demand analysis strengthened the evidence behind decisions about products, messaging and execution. The findings provided a foundation for future marketing investment and creative development.
A clear direction for the brand. A practical framework for the team.
The learning became a shared framework for messaging, content production, and product selection. It leveraged the different motivations across fashion and homeware while working within the internal team’s capacity- giving the team clarity about what to make and why, with ongoing format testing refining delivery and room to develop more brand-led content.
The same understanding opened up a wider audience for La Redoute.
The findings informed opportunities among additional consumer groups with similar motivations and supported activity beyond paid social. For the DOOH campaign, tested products, messages and creative treatments were carried into locations selected to reach relevant audiences—extending the customer strategy into wider brand communication.
My role also covered trend and demand research, channel analysis, ongoing creative direction and briefing, and performance reviews across fashion and homeware. This included developing a bespoke trend-prediction tool, guiding continued format testing, and helping the internal team apply the learning across content production and wider campaign activity.
