Work & Projects
Seven years of work.
Condensed into one page.
Strategy, analytics, creative, and paid media — across real organisations, real clients, and a distinction-level MSc. Everything here is genuine work, delivered to professional standard.
4
Named organisation projects
3
Client case studies
7+
Years live campaigns
Academic & Strategy Projects
Real briefs.
Real organisations.
Delivered as part of my MSc Digital Marketing at Robert Gordon University — live briefs for real Scottish organisations, completed to professional consultancy standard.
Aberdeen Sports Village
Full Digital Marketing Strategy
The Brief
Aberdeen Sports Village is one of Scotland's premier multi-sport facilities, hosting elite athletes and community members across Aberdeen. The brief required developing a comprehensive, multi-channel digital marketing strategy to grow brand awareness, increase facility bookings, and deepen community engagement — across a varied audience spanning recreational users to professional athletes.
What I Delivered
- Audience segmentation and competitor landscape analysis
- Multi-channel strategy — paid social, SEO, content & email
- Channel-specific tactical plans with budget allocation
- Content calendar framework and messaging architecture
- KPI measurement framework and success metrics
Our Union Street, Aberdeen
Creative Campaign, Visuals & Landing Page
The Brief
Our Union Street is a community-focused initiative working to revitalise Aberdeen's historic city centre. The project required creative campaign materials and a conversion-focused landing page to drive community engagement, increase awareness, and turn passive interest into active participation — across a broad local audience.
What I Delivered
- Campaign concept development and creative direction
- Visual assets designed for social and digital channels
- Conversion-focused landing page with structured copy hierarchy
- CTA architecture designed to drive sign-ups and engagement
- Messaging aligned to community values and campaign goals
Scots Radio
Google Analytics Audit & Performance Analysis
The Brief
Scots Radio is a broadcaster dedicated to Scottish Gaelic and Scots language content, with a growing digital audience. The brief required a thorough Google Analytics audit to assess tracking accuracy, understand traffic behaviour, and surface clear, prioritised recommendations to improve their digital performance and audience insight.
What I Delivered
- Full Google Analytics configuration and tracking audit
- Traffic source analysis and audience behaviour review
- Identification of data gaps, tracking errors, missed conversions
- Prioritised recommendations report with actionable fixes
- KPI framework aligned to organisational digital goals
Brand Strategy Audit
Auditing a world-class
marketing strategy
A rigorous critical analysis of Patagonia's global marketing strategy — one of the most distinctive purpose-driven brands in the world.
-
i.
Brand positioning analysisEvaluated Patagonia's values-led positioning and how it translates commercially across global markets.
-
ii.
Multi-channel strategy reviewAssessed content approach, channel mix, and how paid and organic efforts reinforce each other.
-
iii.
Audience & community analysisExamined how Patagonia builds and sustains a loyal community beyond traditional marketing.
-
iv.
Strategic gap & recommendationsIdentified where even this world-class strategy has room to improve — with evidence-backed recommendations.
Organisation Audited
Patagonia
Global outdoor apparel brand. One of the most studied purpose-driven marketing models in the world.
Why this matters to you
Auditing a brand operating at Patagonia's level demonstrates strategic maturity beyond execution. It shows I can think critically at a senior level — identifying what world-class brands do brilliantly, and where even the best strategies leave value on the table.
Client Work
Campaigns run.
Results delivered.
Selected results from 7+ years of live client campaign management — across paid social, e-commerce, and organic growth.
Case Study 01 — Paid Advertising
Cutting Ad Waste & Improving ROAS for a Retail Brand
The Challenge
A retail client running campaigns across Facebook and Google with significant budget going to underperforming audiences and broad match keywords. No structured testing framework and little visibility into what was generating real returns.
What I Did
Full account audit, eliminated wasted spend, restructured campaign architecture with tighter audience segmentation, and introduced a systematic A/B testing framework for creatives and landing pages.
28%
improvement in return on ad spend within 60 days
Also achieved
22% reduction in cost per acquisition through audience refinement and keyword restructuring.
Case Study 02 — E-Commerce Growth
Scaling Revenue for a General Merchandise Online Store
The Challenge
An e-commerce store with a broad product catalogue spreading budget too thin across too many SKUs — with no attribution model to identify which products and campaigns were actually driving profitable revenue.
What I Did
Analysed product-level profitability to identify hero SKUs. Built a focused paid social funnel around the top 20% of products, with retargeting sequences and abandoned cart recovery campaigns.
↑ MoM
Consistent month-on-month revenue growth after campaign restructure
Also achieved
Lower customer acquisition cost through tighter audience segmentation and budget reallocation to proven SKUs.
Case Study 03 — Organic Growth
Driving Organic Traffic Through SEO & Content Strategy
The Challenge
A client entirely dependent on paid traffic with no organic presence. Poor technical SEO, no content strategy, and minimal domain authority — leaving them exposed to rising ad costs with no fallback channel.
What I Did
Full technical SEO audit, keyword-led content plan targeting high-intent low-competition terms, restructured site architecture, and a consistent blog and landing page programme to build authority over time.
↑ SEO
Measurable improvement in organic rankings for target keywords
Also achieved
Reduced dependency on paid channels — organic began contributing a meaningful share of monthly traffic within 6 months.
Case Study 04 — E-Commerce Build & SEO
Built a Shopify Store & Ranked Page 1 of Google in Under 3 Months
The Challenge
A customised gift products store needed to be built from the ground up — with zero existing domain authority, no traffic, and a competitive niche where established brands already dominated the first page of Google.
What I Did
Built the full Shopify store from scratch — theme design, UX, and product architecture. Then executed a focused SEO strategy: technical foundations first (site speed, schema markup, crawlability), followed by deep on-page optimisation across product and category pages, and a targeted link building campaign to build domain authority fast.
< 3
months to reach page 1 of Google for customised gift product keywords
What made the difference
Most new stores treat SEO as an afterthought. By building the technical architecture correctly from day one — clean URL structure, schema, speed-optimised theme — the site earned rankings that typically take 12+ months to achieve.
Seen enough?
Let's talk.
Available for consultancy, full-time roles, and visa-sponsored positions in the UK.