Tyler Casey

1) Context

• Business: Beaphar – pet healthcare products with strong seasonality and regulated claims.
• Challenge: Establish a coherent UK digital engine that integrates with the sales/trade calendar and the central EU brand team, while improving measurement and channel performance.
• Scope: Strategy → execution across SEO/SEM, email, content ops, website optimisation (SEMrush/Ahrefs/GA4), and reporting.

2) Approach

• Own the function: Act as the single point for planning, execution and measurement across digital channels — with tight alignment to Sales and the Netherlands-based central team.
• Trade alignment: Map seasonal priorities (e.g. summer anti‑parasite, winter calming) to content, email and partner assets. Ensure timing and messaging match trade activity.
• Email programme rebuild: Clean the legacy list (suppress non‑engaged), then build a broader B2B trade list — ultimately moving from ~550 to ~1,500 relevant contacts, with Deal Sheet open rates consistently above 60%.
• Campaign systems: Introduce templates for briefs, UTMs, QA checklists, and monthly reporting cadence to drive iteration.
• Sampling automation: Design a lightweight automation to collect testimonials and structured feedback for upcoming sampling (forms, tags, follow‑ups).
• Website optimisation: Use GA4, SEMrush and Ahrefs to prioritise technical/semantic fixes and new content opportunities.

3) Outputs

• UK 2025 Digital Strategy with objectives, channel roadmaps, and KPIs.
• Sales‑ready resources (guides, PDFs, product explainers) used by the Sales team and retail partners in their own campaigns.
• Email programme split by audience (NPD, Deal Sheet, and broader trade) with seasonal sequences and asset packs.
• Search improvements (metadata, internal linking, on‑page refinements) prioritised by opportunity size.

4) Results & Learning

• CTR outperformance: The UK anti‑parasite campaign delivered ~60× higher CTR than EU peers due to product‑solution‑led creative and tighter audience alignment.
• Email engagement: Trade “Deal Sheet” emails consistently achieve >60% open rates post‑cleaning and segmentation.
• Operational clarity: A single reporting cadence improved decision‑making and cross‑team alignment (Sales, UK marketing, EU brand).
• Next: Launch sampling automation and scale testimonial capture to enrich seasonal campaigns.

5) Stack

Analytics & SEO: GA4, Search Console, SEMrush, Ahrefs
Channels: Email (ESP), SEO content, PPC (as required), partner assets
Ops: Brief templates, UTM governance, reporting dashboards, automation

6) Screenshots & Assets (placeholders)

Add your own images below. Suggested proof points:

• One trade email (header + offer structure)
• IA sketch or system diagram snippet
• GA4/Ahrefs charts (anonymised)
• Before/after for a key landing page