ABOUT: Foudys — the first dedicated women’s football online retail store, known for championing the women’s game on and off the pitch.
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The Ask
Foudys approached me to create and engage an email audience, improve data quality, and ensure consistency across the brand’s messaging.
They wanted campaigns that celebrated women’s football, connected with their community, and drove measurable sales — all while improving targeting and personalisation through better use of customer data.
The Challenge
Before I started, Foudys’ email marketing was ad-hoc, with inconsistent send frequency and limited segmentation and data. While their community was passionate, the lack of structure meant missed opportunities to nurture subscribers and capitalise on key cultural moments like the Women’s Euros and England Lionesses matches.
The Strategy
I implemented a data-led, consistent email programme with three main pillars:
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Cultural Connection — Leveraging major moments in women’s football, like the Euros and England Lionesses fixtures, to create highly shareable, emotionally engaging campaigns.
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Automated Revenue Flows — Setting up Welcome Series, Browse Abandonment, and Restock Alerts to recover and grow sales without manual effort.
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Data Optimisation — Cleaning and segmenting the database for more accurate targeting, improving deliverability, and ensuring that every send was relevant to its audience.