Overview:

As Myvitamins continued to grow within a competitive wellness landscape, there was a strategic need to shift focus from pure revenue growth to long-term commercial sustainability. The goal was to improve site-level profitability without compromising brand momentum or customer experience.

Role:

Led the development and delivery of a profitability strategy tailored to the Myvitamins sub-site, working cross-functionally with trading, finance, operations, and marketing teams to optimise margin and cost-efficiency across the board.

Key Contributions:

Built and executed a strategic plan focused on enhancing contribution margin and optimising cost-to-serve, covering areas such as pricing, promotional mechanics, channel mix, and operational efficiencies.

Implemented more disciplined promotional planning and product discounting, reducing over-reliance on margin-eroding activity while maintaining strong sales performance.

Worked closely with finance and supply chain teams to ensure product selection and stock decisions supported both commercial goals and customer demand.

Successfully achieved double-digit EBITDA percentages and maintained 14 consecutive months of profitability – establishing Myvitamins as one of the most commercially efficient sub-sites within the portfolio.