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 was responsible for strategy, planning and execution end to end across two annual season launches – Spring/Summer in March and Autumn/Winter in September – across email, Google and Meta Ads, as well as affiliate marketing. Every piece of on-site content, including copy written by a fellow team member, was signed off by myself against the brand's tone of voice before going live, alongside my Canva created graphics. Maintaining this level of continuity, uninterrupted, was the core brief of the cover period.

With continuity the key driving force of my remit, I was still keen to introduce new promotions for testing in a challenging post-COVID marketplace. The brand's promotional toolkit had been relatively fixed for years due to consistent positive performance – seasonal clearance discounts were firmly established – and introducing anything new during a cover period meant justifying it with real data, since there was no room for a change that damaged margin or brand trust whilst the usual decision-maker was away.

Tactics

I identified an opportunity to trial a 3-for-2 promotion, a format previously not tested, 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 in order to accurately measure results, and I ran it over a tight 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 at the time. The change was strategic as well as competitive. A higher threshold meant free delivery could then be run as an occasional, standalone promotion, giving the brand a lever to appeal to customers and drive sales whilst keeping tighter control over cost than a permanent lower threshold had allowed. I built a standalone promotional campaign around a single 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.