Digital Sales Manager - PhD Nutrition
Managing B2C ecommerce sales and digital performance for a global sports nutrition brand.
At a Glance
The Context
PhD Nutrition is one of the world's premium sports nutrition brands. While they had huge retail distribution, their Direct-to-Consumer (D2C) website was a sleeping giant. I was responsible for the P&L of this channel. The goal was aggressive growth. We wanted to own the customer relationship, capture first-party data, and improve margin by bypassing retailers. The market was fiercely competitive (MyProtein, etc.), so we had to be smarter, not just cheaper.
The Challenge
The main challenge was trading a premium brand in a discount-heavy market. We couldn't just slash prices without upsetting our retail partners (GNC, Holland & Barrett). We had to build value. We needed a site that offered a superior experience, exclusive products, and expert advice. We also had to be incredibly agile—trading the site daily based on stock levels, competitor activity, and traffic trends.
Key Projects and Initiatives
Trading Calendar Optimization
I introduced a rigorous trading rhythm. We planned campaigns months in advance but adjusted tactics daily. I implemented "Flash Sales" and "Bundle Offers" that protected our premium price point while increasing basket size. This strategy allowed us to hit our aggressive revenue targets without devaluing the brand.
Affiliate Network Expansion
I revitalized our affiliate program. We moved beyond just coupon sites and built relationships with fitness bloggers and influencers. By offering them exclusive codes and content, we tapped into their loyal audiences. This channel became a significant driver of high-quality, low-CPA traffic.
Conversion Rate Optimization (CRO)
We ruthlessly focused on the funnel. I used analytics to identify drop-off points. We improved the mobile checkout flow, added "frequently bought together" prompts, and implemented site search improvements. These micro-optimizations had a compound effect on our conversion rate.
Tools and Technology
I lived in Google Analytics, analyzing traffic sources and conversion paths. I used Magento for site management and DotDigital for email automation. I used SEMRush to track our keyword rankings against massive competitors.
Results and Impact
We turned the website into a powerhouse.
- Revenue: We hit the £1.3m target, a significant contribution to the company's bottom line.
- CPA: We optimized our ad spend, lowering our cost per acquisition while scaling volume.
- Data: We built a massive database of direct customers that the brand could nurture for years to come.
What I Learned
PhD taught me the reality of "Retail is Detail." I learned that a broken link in an email costs money. I learned that forecasting is an art form. Most importantly, I learned how to manage a P&L—understanding that revenue is vanity, profit is sanity, and cash is reality.
Interested in this experience?
If you are looking for someone who can bring this level of marketing leadership and hands-on delivery to your team, I would love to hear from you.
Contact Me