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Harvey’s is the UK’s largest furniture retailer, running a £5M annual digital budget inside a £16M cross-brand programme. Paid acquisition was judged on platform-reported return, which counted online revenue and ignored the showroom visits digital was actually driving. The account looked adequate and was quietly under-funded.

Rebuilt measurement so in-store revenue could be attributed back to digital activity, one of the four most mature omnichannel footfall models operating anywhere at the time. Then reallocated budget against margin contribution rather than reported return, shifting the customer mix toward premium.

60x ROAS on digital acquisition, a 31% year-on-year margin improvement, and £2.6M of in-store revenue lift. Digital became the most profitable department in the business. A team of three senior specialists was built and led, and a successor recruited and handed over to.

Growth for American Standard and GROHE had to come without eroding price integrity, and resellers were undercutting the brands’ own direct channels, which made direct sales hard to justify commercially.

Enforced minimum advertised pricing across every channel, which removed the undercut and made direct sales viable. Built weekly cross-functional dashboards covering sales volume, channel attribution and return by state and market. Supported the migration from Sitecore to Shopify, which cut campaign deployment from weeks to days and moved control from IT to the marketing team.

13x ROAS on affiliate revenue against commission and network costs. The partnership is four years old and ongoing, and American Standard’s US affiliate revenue ran 78% ahead of the year before in April 2026. A Director of UX and Commerce publicly credited the work on LinkedIn.

Marketing reporting and financial reality did not agree. Refunds and returns meant the revenue marketing claimed was not the revenue the business banked, so channel investment decisions were being made against a number nobody in finance recognised.

Built an integrated forecasting system overlaying marketing data with financial truth, including refunds, returns and true revenue. Gave VP-level recommendations on channel investment weighted by net-revenue potential rather than gross. Worked through the Levi’s Shopify migration and held search performance steady across the platform switch.

The system was used continuously across the global organisation and informed company-wide budget decisions.

American Standard’s US affiliate programme runs across Awin and Rakuten, and through most of 2025 it was running behind the previous year.

Focused the programme on publisher optimisation and improved tracking across both networks, with weekly reporting on revenue, orders and publisher performance.

The programme turned positive year on year in September 2025, and December ran at +82% year on year. From September 2025 to 29 March 2026 it delivered 2,245 orders and $225,986 in direct affiliate revenue, with monthly direct revenue rising from $13,220 in September to $49,044 in February. Including assisted conversions, estimated total impact was $338,980, modelled at a 50% assisted rate.

GROHE’s US affiliate programme runs on Awin only. Like American Standard, it ran behind the previous year through most of 2025.

The same approach as American Standard: publisher optimisation, improved tracking, and weekly reporting, run as a separate brand programme.

GROHE turned positive year on year in November 2025, and December ran at +1,781% year on year. From September 2025 to 29 March 2026 it delivered 817 orders and $96,725 in direct affiliate revenue, peaking at $41,293 in December. Including assisted conversions, estimated total impact was $154,760, modelled at a 60% assisted rate. Across both brands in March 2026, return on commission was 14.6x on direct revenue and 22.1x including assisted revenue.

A US B2B finance business, starting without a commercial marketing engine behind its sales team.

New positioning and go-to-market, then a commercial engine built from zero: SEO and paid search, vertical-specific landing pages, and qualification and nurture aligned with sales.

More than $5M in attributable pipeline.

A B2B telecoms distributor operating in the UK and the US, with an 18-month programme and budget split evenly across the two markets.

Repositioned the brand and built the B2B demand function, with closed-loop attribution connecting marketing to closed deals and unified dashboards across both markets.

Reported SEO growth was 53% year on year during the UK and US programme, and Google Shopping scaled to 11% of total attribution within six months.