The challenge
Details
Brandformance Marketing
Good Rebels
Year: 2019-2023
Gin Mare was ready to scale its digital presence and take control of its online distribution, going beyond awareness to focus on performance and direct sales.
The goal: develop and implement a full digital strategy across content, eCommerce, advertising and data — while supporting international expansion in key markets.
Gin Mare
My role
I led the end-to-end strategy and execution across content, performance and eCommerce — working hand-in-hand with the client to unify branding and results across markets and platforms..
What we did
Social & content strategy: Defined content pillars, messaging and campaign activations to reinforce the brand’s Mediterranean identity across platforms — blending inspiration with performance objectives.
Performance marketing: Planned and executed digital campaigns focused on awareness, conversion and customer acquisition. Channels included paid social media, Google Ads, and retargeting, all of which aligned with the consumer journey.
eCommerce strategy: Created the go-to-market strategy for key marketplaces and delivery partners (Amazon, e-retailers, D2C platforms), emphasising integration, visibility and consistency.
Data & insights: Worked on audience segmentation, consumer profiling and performance dashboards to support decision-making and optimise targeting.
Led the strategy and implementation of the brand’s first direct sales channel. Key tactics included:
Conversion funnel optimisation
Lead capture mechanisms
Digital acquisition campaigns
Email marketing automation
Gin Mare Shop - D2C implementation
Amazon implementation strategy
Developed the marketplace strategy across Spain, Italy, Germany and the UK. Key actions:
Store setup and optimisation
Buy box management
Token strategy
Sponsored product campaigns
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