HEAD OF ECOMMERCE, HOBBYCRAFT

Website Re-Platforming, Ecommerce Strategy, Digital marketing, Team Development

Hobbycraft had separate brand and transactional websites, neither performing to their potential. As part of a company-wide infrastructure upgrade (to Microsoft Dynamics), Hobbycraft.co.uk was launched as a single multi-channel website with the brands' quirky personality integrated throughout the site.

The new site was successfully optimised for Google and online sales increased 400% in the first 6 months after launch. I ran the end-to-end project, design & development specifications & SEO planning and put a team and agencies in place to support the high growth that followed.

The brand was also launched onto social media sites with a regular  'Make of the Month' competition - Facebook achieved 60k followers in the first few months with engagement on social channels 5x that of the retail industry average.

  • Multichannel Strategy & Product Management

  • Website Build, Design & Development Specification

  • User Experience (UX)

  • Search Engine Optimisation and Marketing (SEO, SEM)

  • Social Media, eCRM Integration, Agency Selection

  • Ecommerce Team Development

“Hobbycraft is not a website we’ve covered on the blog before. It’s not the showiest website, it doesn’t feature the most technically dazzling array of tools and features, nor is it currently in the news for any particular reason.​

So why cover it now? Because Hobbycraft gets the basics of ecommerce just right. Out of all the sites I’ve researched so far, this one manages to include almost every ecommerce best practice feature that we’re constantly banging on about on the blog.”
— - Econsultancy, March 2015

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