Overview:

Ickle Bubba, a leading nursery brand, was on a mission to strengthen its DTC performance and deliver more consistent online growth. With a need for clearer structure and smarter trading processes, the business was ready to evolve its e-commerce operations to support long-term success.

Role:

Led strategic process transformation across the e-commerce function – improving workflows, tightening commercial planning, and driving day-to-day optimisation that helped unlock growth.

Key Contributions:

Introduced a more data-led and consistent approach to weekly and monthly trading – aligning activity across product, marketing, and performance to drive focused results.

Developed and embedded commercial reporting frameworks that enabled better visibility of what was working, why, and what to do next – empowering quicker, smarter actions.

These e-commerce-led initiatives contributed directly to Ickle Bubba’s best digital year on record in FY24/25, with the channel achieving 7-figure revenue and stronger internal alignment around digital performance.