Penny Scallan came to me as an overstocked ecommerce business, staring into the abyss of a massive sales target. Most brands would have panicked and cut spend, but we did the opposite.
I doubled down on precision: data-led creative, real-time optimisation, and a relentless focus on conversion. Instead of chasing volume, I made every dollar hit harder. The campaign matched 2022’s, record revenue, hit a 13x MER, and turned nearly 80% of new buyers into repeat customers. Proof that even in tough markets, the right strategy doesn’t just survive, it wins.
