The challenge

Sea Magik is a much-loved British beauty brand with a deep heritage in Dead Sea-derived skincare and a strong wholesale and spa business. But the direct-to-consumer side, the Shopify website and the direct customer relationship were punching below their potential.

​

The brief was simple: build the DTC engine. Turn the website from a brochure with a checkout attached into a credible growth channel that could scale acquisition, deepen retention and compound year on year.

​

What I did​​​​​​

• Took retained ownership of the digital marketing and ecommerce strategy across Shopify, Klaviyo and Meta.

• Rebuilt the Shopify customer journey to convert better and serve repeat purchasers.

• Designed and scaled a full Klaviyo lifecycle programme, welcome, post-purchase, replenishment, win-back and segmentation.

• Scaled Meta paid media from a tactical spend into a primary acquisition channel, and brought CPC down as it grew.

• Launched TikTok Shop and a thriving creator community.

• Launched new product lines, including line visual identity, creative output and marketing activation launch.

• Managed all creative channels, including a full brand visual identity relaunch.

• Oversaw key retailer relationships with Amazon, Holland & Barrett, QVC and luxury spas.

• Set up weekly KPI reporting to the leadership team and led channel mix and budget allocation.

• Rolled up my sleeves and designed creative output myself, keeping everything on brand.

​

The results​​

• Delivered a 73% increase in Shopify D2C revenue through strategic website, CRM and customer acquisition optimisation between 2023 and 2025

• Scaled D2C growth by increasing web orders by 79% and expanding the customer base by 65% through integrated performance marketing and ecommerce strategy

• Led customer retention and lifecycle marketing initiatives that increased returning customer revenue by 562%

• Developed and scaled Klaviyo lifecycle marketing strategy, driving a 41% YoY increase in attributed purchases and a 56% increase in engagement

• Oversaw Meta growth strategy and performance optimisation, increasing attributed purchases by 364% while reducing CPC by 26%

​​

Why it matters

​Acquiring more customers is one thing. Building a brand that customers want to come back to is the bigger commercial unlock. ​Returning-customer revenue grew nearly sevenfold in two years, the sign of a brand that’s compounding, not just renting traffic.

​

The website went from a quiet supporting channel to a serious revenue engine, and the customer base became a real asset.