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ChapStick.com

+125%

First-year revenue target

178% uplift

CVR

CRM automation

Using Segment.io

KPI framework

Senior stakeholder reporting

Led the full digital launch of GSK’s first-ever DTC ecommerce platform for ChapStick, turning a legacy retail brand into a high-performing direct channel. Managed the end-to-end site build, optimisation strategy, CRM setup, and full-funnel performance marketing, exceeding first-year revenue targets by 125%. Through tailored user journeys and ongoing A/B testing, I drove a 178% uplift in conversion rate (0.9% → 2.5% in 6 months). I also built and automated CRM capabilities via Segment.io.

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