Ecommerce · Digital Marketing · Creative Production
UK · Suncare & Skincare · 400+ Products · 15+ Brands
Growing a specialist ecommerce brand through content, creativity and customer experience.
The Suncare Shop rebranded as Sun & Skin in May 2025 to create a stronger, more informative and more engaging ecommerce brand.
I joined in April 2025 as the full-time Content Marketer, working across ecommerce, content, SEO, CRM, social media, creative production and customer experience.
I worked under the strategic guidance of the Operations Director and Creative Director, while independently managing and executing a broad range of projects and day-to-day digital activity.
THE WORK
Ecommerce & Customer Experience
I worked across the Shopify store to develop a more informative and immersive customer journey across 400+ products and 15+ brands.
This included:
- Product and collection content
- SEO optimisation
- Educational content and blog development
- Website merchandising
- Promotional campaigns
- Custom content blocks
- Product discovery
- Customer experience improvements
I also independently implemented ecommerce tools including Quiz Kit for the skin quiz and Rebuy for product recommendations, upselling, cross-selling and custom bundles.
SKIN QUIZ
REBUY BUNDLE UPSELLS & CUSTOM BUNDLE BUILDER
SEO & Content
The domain change that accompanied the rebrand resulted in a significant loss of established organic authority.
Rebuilding organic visibility became an important part of my role, alongside developing content that made the website more useful to customers.
I worked across product, collection, educational and blog content, with a focus on answering real customer questions and strengthening the site’s topical relevance.
This included collaboration with dermatologist Dr Adil Sheraz to bring specialist expertise into the brand’s educational content.
SEO IMPACT
+665%
Organic clicks
+88%
Organic impressions
~75%
Improvement in average organic position
Comparison of the initial ~90-day post-rebrand period with the most recent ~90-day period.
Creative Production
From concept to campaign
I created original commercial and lifestyle photography for Sun & Skin and developed the resulting imagery into assets for ecommerce, social media, email and paid media.
My creative work included:
- Creative concepts
- Product photography
- Lifestyle photography
- Graphic design
- Campaign creative
- Website banners
- Social content
- Email creative
- Paid media creative
FROM CAMERA TO CAMPAIGN
→
Photography, design and campaign execution developed together to create flexible assets that could be used across multiple channels.
CRM & Email
Building a more relevant customer journey
I developed and expanded Sun & Skin’s email marketing through automated flows, audience segmentation and targeted campaigns.
This included welcome journeys, promotional campaigns, product and brand-focused communications, restocks and customer retention activity.
CRM IMPACT
+315%
Klaviyo-attributed revenue
+86%
Returning customer rate
+100%
Add-to-cart rate
Selected improvements during my time with Sun & Skin, based on the relevant reporting periods.
Social & Paid Media
Building the Sun & Skin community
Following the closure of Stay Wild, Sun & Skin acquired its Instagram account and approximately 62K followers.
I helped transition the audience to Sun & Skin and develop content around sun, skincare, outdoor living and education, to build a genuine community for sun lovers.
I also managed Meta advertising, developing campaign creative, messaging and paid social activity.
PAID SOCIAL
3×+ ROAS
Meta advertising
Google Ads were managed by an external performance partner; I supplied creative assets for paid search campaigns.
THE ROLE
Sun & Skin allowed me to work across the intersection of creative, ecommerce and digital marketing.
Ecommerce
Shopify · Merchandising · Product Content · Promotions · CRO
Content & SEO
Website Content · Blog · SEO · Educational Content
CRM
Email Marketing · Automation · Segmentation · Retention
Creative
Photography · Graphic Design · Campaign Creative
Growth
Social · Meta Ads · Customer Experience · Analytics
Technology
Shopify · Quiz Kit · Rebuy · Klaviyo
THE IMPACT
My role evolved beyond content production into a broad ecommerce marketing function — connecting creative, content, technology and customer experience to support the growth of the brand.
The result was a more informative ecommerce experience, a stronger organic presence and a more developed customer journey across discovery, conversion and retention.