Project Overview

As a Marketing Automation Specialist for Gymshark, I architected and launched high-converting email workflows targeting over one million global customers. The focus was to drive engagement, retention, and purchase frequency across Gymshark’s ecommerce ecosystem, supporting product drops, seasonal campaigns, and loyalty journeys. Operating in a highly competitive DTC environment, my approach centered on intelligent segmentation, performance optimization, and on-brand personalization across every touchpoint.
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Key Contributions:

• Purchase Lifecycle Journeys: Developed advanced workflows for post-purchase, win-back, cart abandonment, and loyalty nurturing.
• International Segmentation: Built region-specific flows supporting Gymshark’s core markets: North America, Europe, Australia, and the Middle East.
• Product Drop Campaigns: Created automation around new collection launches, early access tiers, and waitlist re-engagements.
• Customer Data Integration: Synced real-time ecommerce data from Shopify Plus into the ESP to drive trigger-based content.
• A/B Testing Framework: Deployed testing strategies across subject lines, CTAs, and send windows to drive incremental revenue.
• Deliverability Infrastructure: Audited and optimized email deliverability practices across IPs and domains, maintaining inbox reputation at scale.
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Project Execution

1. Strategy & Planning

• Mapped the full customer lifecycle—from new subscriber to repeat buyer—across all major regions
• Identified gaps in retention and frequency among first-time purchasers and inactive subscribers
• Designed a communication cadence aligned with Gymshark’s campaign calendar, athlete launches, and restock cycles

2. Campaign Architecture

• Built complex workflows in Klaviyo and Iterable, segmented by region, language preference, and behavior triggers
• Introduced branching logic based on purchase value, product category (e.g., menswear vs. accessories), and loyalty tier
• Automated time-sensitive messages such as price drops, restock alerts, and birthday promotions

3. Template Development

• Hand-coded responsive templates optimized for fast load times and mobile-first design
• Applied dynamic blocks for live inventory, personalized recommendations, and location-based content
• Maintained brand consistency using Gymshark’s evolving visual language, fonts, and accessibility standards

4. Personalization & Segmentation

• Pulled in customer attributes like order frequency, past product preferences, and geographic proximity to fulfillment hubs
• Customized messages with variable product suggestions, local currency pricing, and loyalty incentives
• Used predictive analytics to target high-LTV customers with exclusive access and early sale invites

5. Testing & Optimization

• Ran structured A/B tests across top-performing flows—cart abandonment, browse abandonment, and post-purchase
• Optimized CTAs ("Shop Now" vs. "See What's Back") and subject lines to improve engagement lift
• Iterated on timing strategies for global markets based on local open-time behavior

6. Performance Monitoring & Reporting

• Delivered weekly dashboards tracking open rate, CTR, conversion rate, revenue per recipient, and flow performance
• Provided campaign-level recommendations to the global marketing team for scaling winning elements
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Project Result

📈 Performance Highlights:

• 45% open rate across global post-purchase flows
• 29% increase in repeat purchase rate among first-time buyers
• 20% CTR uplift in early access campaigns for product drops
• 100% deliverability maintained on >1M list sends per month
• 0.01% complaint rate across high-volume engagement campaigns
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🏆 Business Impact:

• Significantly increased customer retention and lifetime value
• Supported Gymshark’s revenue goals during high-volume sales events like Black Friday and seasonal launches
• Streamlined automation management for faster deployment across regional teams
• Reinforced Gymshark’s brand identity through cohesive, data-driven email storytelling

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