Laurina Kennedy

·Lead strategic planning and delivery of integrated marketing campaigns across SEO, Paid Performance, CRM, Affiliates, Influencers, and Organic/Paid Social, aligned to business growth goals and audience engagement. ·Oversee high-performing paid media strategies across Google, Bing, YouTube, Reddit, and social platforms (Meta, TikTok, Pinterest). Drive campaign efficiency through rigorous A/B testing, performance forecasting, data analysis, and budget optimisation, achieving strong ROI and growth KPIs. For Half Year to Date (2026), Gross sales up 7% up on Plan + 49% up on LY (2025) ·Owner of DM spreadsheet modelling, rolling financial forecasts, and precise data analysis to track e-commerce metrics and proportional performance overheads focusing on Gross Profit Margin + Net Profits. ·Coordinate with internal teams and senior leadership through presenting at weekly trade and finance meetings ·Harness cutting-edge artificial intelligence tools like Gemini AI, Kayos, Claude and automated workflows to streamline multi-channel campaign creation, optimise feed management, enhance data-driven decision-making, and scale content personalisation efficiently. ·Developed and implemented a new SEO strategy, including a full site rewrite, keyword mapping, and the integration of third-party SEO tools—contributing to a 49% YoY with continued double-digit growth over the last 5 years. ·Launched and scaled a high-performing affiliate program with key partners achieving a ROAS of £12.50 in 2025 ·Leverage advanced feed management tools such as Channable to optimise product data catalogs and configure custom rules ·Drive CRM lifecycle strategy across email, SMS and push notifications—leveraging segmentation and automation to boost retention and LTV. Spearheaded upgrade CRM move from Klayivo to Ometria in 2025 ·Present campaign performance and strategic recommendations to senior stakeholders and brand partners including Disney, ASOS and New Look.

*Fully executed an overhaul of the brand’s SEO strategy * Reviewed and re-strategized the affiliate program to produce a more niche and segmented collaborate with parallel brands. * Site development – constantly reviewing the performance of our own site, submitting requests for engineering or design changes where necessary, prioritizing business critical cases as such. * Paid search & retargeting – management of our PPC, retargeting, social and shopping campaigns through our agency. Ensuring assets are delivered, campaigns approved and reviewed, and continuing to look for new opportunities to ensure our budgets are best optimized. Work with consumer engagement team to create engaging remarketing ads with an overarching strategy at the forefront and ensure monthly report findings are mined for further reactive implementation. Key Accomplishments since joining Thomas Lyte: * Executed online marketing programs to increase sales and profits, including paid search, front and back end SEO, email, social media and affiliate marketing, retargeting, and online analytics. * Created and maintained online marketing calendars for thomaslyte.com, to ensure all programmes are current and inclusive of changes and updates cascaded from the brand. * Provided solutions to optimise the store, as well as online consumer journey, and utilised every opportunity for betterment. – more customer engagement * Constantly reviewed the performance of site, submitted requests for engineering or design changes where necessary, and prioritised business critical cases accordingly.

* Communicate with internal operations and external web development agency team. * Support and develop new innovative ways for direct communication with consumers. * Handle all aspects of the online sales and digital presence through commercial, logistical, technical, and customer experience. * Produce creative content for all online platforms and update website consistently. * Collaborate with departments like sales, production, operations, and design teams for back-end follow-up. * Meet sales targets by ensuring the site is reviewed daily with overall focus of each page for driving trade from both a B2B & B2C view point.

Running an online fashion boutique with an accompanying blog and the day to day tasks that entails. Overview: * Effectively compose high quality content for the all new products and the online magazine 'The Stitch Journal' for engaging the customers according to specifications. Develop workable SEO and long tail keywords for the products and website. * Establish and initiate new social media strategies and tactics to communicate with our customers. Actively monitor the freelance graphic designers, photographers and interns that grace our doorway weekly. * Efficiently write content for newsletters and direct emails to our customers. Proactively organise fashion events and retain a good relationship with local press and bloggers. * Positively research all brands and communicate with fashion agents and brands to ensure that the products and services received up to the mark/value. * Track, inspect and execute research for the content marketing to achieve the best results. Understand and examine client behaviour through powerful communications models like AIDCA.

Provide comprehensive support to one of the top Fashion Agents in the UK. Overview: HRH FASHION AGENCY, BELFAST 2012 – 2015 FASHION ASSISTANT * Organised the diary, contacted all buyers. Spearheaded the organisation’s new collection through pricing, steaming, styling, merchandising and selecting key looks to sell to buyers. * Delivered exceptional client service through courtesy calls, drop ins and chasing up delivery problems. * Facilitated in the organisation of events and promotions to increase brand awareness throughout the UK. Recommended future trends and designs to HQ in Holland for future seasons. * Developed and directed social media sites to promote brand. Competently executed the process of budgeting and setting targets for each individual customer interested in viewing the new collection.