IGD

Alongside my typical marketing duties and using split tests and audience segmentation never tried before at IGD, I led all event marketing for several departments including the food supply chain, healthy food, Amazon retail and digital commerce.

After creating marketing plans, budgets and content for several months, I realised that the go-to-market strategy was missing a key element, so with the next Digital Commerce event, I set about making a change that would re-shape how the business promoted events to this day.

Through a new landing page concept for the business where I focused on data capture rather than the sale, paired with a specific email strategy I mapped out, conversion rates exceeded 45% upon launch and this practice has been a regular feature for the business ever since.