Emile et Rose

Brand continuity and data-led promotional strategy

Skills employed: Promotional strategy · Data-led decision making · Brand governance

Key wins

Two new promotions, validated

Introduced formats never used before, backed by real sales and margin data rather than instinct.

+63% sales on 3-for-2

A first-time promotion on the best-selling collection, run over a compressed four-day window.

Brand continuity, uninterrupted

Owned strategy and sign-off across two full season launches during a maternity cover period, with zero disruption to tone of voice.

"Natalie's wealth of knowledge and confidence enabled me to trust her ability to take on all aspects of the role."

Sarah Wildbore · Managing Director · Emile et Rose

Background

As Ecommerce & Marketing Manager covering maternity leave at Emile et Rose, a premium D2C babywear brand, I owned strategy, planning and execution end to end across two annual season launches – Spring/Summer in March and Autumn/Winter in September – spanning email, Google Ads and Meta Ads. Every piece of on-site content, including copy written by another team member, was signed off by me against the brand's tone of voice before going live, alongside the graphics I created directly in Canva. Maintaining that continuity, uninterrupted, was the core brief of the cover period.

Continuity didn't mean standing still, though. The brand's promotional playbook had been fixed for years – seasonal clearance discounts were the norm – and introducing anything new during a cover period meant justifying it with real numbers rather than instinct, since there was no room for a change that damaged margin or brand trust while the usual decision-maker was away.

Tactics

I identified an opportunity to trial a 3-for-2 promotion, a format never used before, on the brand's best-selling collection: baby all-in-ones. High stock volumes and a broad range of designs meant strong potential sales data to judge the format on, and I ran it over a compressed four-day window to create urgency and limit stock risk. Separately, I led the move to raise the free delivery threshold from £20 to £50, bringing it in line with competitors. The change was strategic as well as competitive: a higher threshold meant free delivery could then be run as an occasional, standalone promotion in its own right, giving the brand a lever to appeal to customers and drive sales while keeping tighter control over cost than a permanent lower threshold would have allowed. I built a standalone promotional campaign around one such weekend across email, paid and organic social, and Google Ads.

Emile et Rose 3-for-2 all-in-ones promotional email — 3-for-2 promotion email

Emile et Rose free UK delivery promotional email — Free delivery weekend promotion email

Results

+63% Sales, 3-for-2 vs LY

+34% Transactions, 3-for-2 vs LY

+54% Revenue, Free Delivery weekend vs LY

+18% Transactions, Free Delivery weekend vs LY

Metric	3-for-2 (All-in-Ones)	Free Delivery weekend
Duration	4 days	4 days
Sales vs last year	+63%	+54%
Transactions vs last year	+34%	+18%
Margin impact	Minimal – offset by volume and price mix	–

Both formats were validated as repeatable additions to the promotional calendar, with a recommendation to use them ahead of flash sales or in quiet periods to counter promo fatigue.

Take a read of my Emile et Rose copywriting pieces.