Commercial scope alongside multi-brand digital growth delivery
Jamie Canavan · Digital Marketing Portfolio
Digital growth, powered by evidence.
I help e-commerce brands improve visibility, engagement and revenue through digital strategy, Google Shopping optimisation, product-data expertise, SEO and controlled experimentation.
About
A digital marketer with a commercial, analytical edge.
I’m a digital marketing and e-commerce specialist with hands-on experience across AdTech and MarTech SaaS, Google Shopping, local SEO and product-data optimisation.
My work connects strategy with execution: identifying growth opportunities, improving product feeds and campaign relevance, designing controlled tests, analysing performance and turning positive results into scalable marketing rules.
With a BSc in Marketing and an MSc in Digital & Social Media Marketing, I combine consumer insight, commercial thinking and performance data to make digital activity clearer, more relevant and more effective.
Laithwaites Wine
Footasylum
Pure Electric - Local SEO Project
Portfolio value is shown in aggregate. Client-level contract values and confidential account information are intentionally omitted.
Featured case study 01
Footasylum: turning image evidence into a catalogue-wide rule.
A clear creative hypothesis, a controlled 30-day test and a result strong enough to change the way footwear was presented at scale.
Image optimisation · Google Shopping
From a single side-view shoe to an angled pair shot.
Objective
Improve the clarity and shelf presence of footwear images in the shopping carousel.
Action
Replaced the main on-site image with alternate image one for a balanced footwear cohort.
Outcome
The alternative won on reach, engagement and cost efficiency, supporting permanent rollout.
+31.32%Clicks
-3.46%Avg. CPC
+£168kRevenue
Before
Single side-view product image.
After
Angled pair shot.
Before
After
Before
After
Before
After
Before
After
The test was made permanent across applicable footwear products. Images are representative examples supplied from the original experiment.
Live implementation · Google Shopping
The winning image treatment, working in-market.
The optimised multi-product imagery is visible across sponsored Footasylum listings in the live Shopping carousel—showing the experiment translated from a controlled test into the customer-facing search experience.
Featured case study 02
Pure Electric: a stronger local-search presence across UK stores.
What began as a quality concern became a structured Google Business Profile improvement programme with measurable customer actions.
Raised the opportunity
Flagged inconsistent and under-optimised location profiles, then defined a repeatable approach across the store network.
Built the system
Completed keyword research, improved store information, introduced product listings and promotional posts, and created review-support materials.
Made the result visible
Compared August and September performance across the profile estate and presented the improvement story to the board.
Every tracked location improved across the programme’s reporting period. Percentages above are portfolio-level changes reported in the supplied project presentation.
Optimisation Library: More Success Stories
More hypotheses that produced a positive signal.
Visibility. Relevance. Conversion. All improved under my careful guidance. Expert knowledge utilised to improve product titles, descriptions, images and product type taxonomy.
Football-kit product type taxonomy improvements
- Objective
- Match product types to high-intent kit searches and improve campaign relevance.
- Positive outcome
- +43.13%clicks+42.87%CTR+7.58%ROAS
Influencer terms utilised in product titles & descriptions
- Objective
- Test whether adding a relevant influencer term could capture incremental, qualified demand.
- Positive outcome
- +124.08%clicks+28.64%ROAS
Seasonal & offer-led terms added to product type taxonomy
- Objective
- Use seasonal product-type language to reach deal-led shoppers more efficiently.
- Positive outcome
- +21.56%clicks−9.20%average CPC+0.68%ROAS
Christmas sale copy added to product descriptions
- Objective
- Introduce concise sale copy during the peak festive trading window.
- Positive outcome
- +25.20%ROAS+3.63%CTR
Autumn / Winter seasonal experimentation
- Objective
- Improve discovery of the seasonal range using focused product taxonomy.
- Positive outcome
- +15.36%clicks+47.86%ROAS
Adding Festive/Gifting terms to product types, descriptions and highlights
- Objective
- Build gift-led product types around seasonal intent without sacrificing efficiency.
- Positive outcome
- +15.24%clicks−1.21%average CPC+10.44%ROAS
Full product type rebuild
- Objective
- Replace weak taxonomy with clearer, search-aligned product classifications.
- Positive outcome
- +1,531.58%clicks+170.65%ROAS
Adding competitor terms to backend data fields
- Objective
- Test competitor-aware taxonomy as a route to higher-value traffic.
- Positive outcome
- +51.98%ROAS
Cleaner product type taxonomy
- Objective
- Remove low-value wording from product types so the remaining taxonomy carried clearer intent.
- Positive outcome
- +48.35%clicks+1.21%ROAS
Digital marketing expertise
Four capabilities anchor my growth work.
Digital growth strategy
- Opportunity analysis
- Campaign planning
- Audience and search intent
- Commercial prioritisation
Performance experimentation
- A/B test design
- Hypothesis development
- Performance analysis
- Scale-up decisions
Shopping and product data
- Feed optimisation
- Taxonomy and labels
- Data quality
- Google Shopping structure
SEO and content relevance
- Local SEO
- Keyword research
- Search-led copy
- Performance reporting
Commercial marketing outcomes
Marketing evidence that protected and expanded client value.
Performance-led retention
Used a clearer optimisation roadmap and measurable results to recover an at-risk account and secure a further 12-month renewal.
Strategic turnaround
Rebuilt the direction of a dissatisfied strategic account around practical digital opportunities and new optimisation outcomes.
Marketing enablement
Re-engaged long-standing self-serve clients through targeted training, stronger use cases and actionable performance insight.
Growth through proof
Converted successful trials and measurable campaign outcomes into service, capacity and solution expansion.
Marketing transformation
I turn campaign and product-data complexity into scalable growth.
Source migrations
Re-mapped and rebuilt product-data structures for continuity, cleaner data and new campaign opportunities.
Brand repositioning
Supported simultaneous website, range and data change without losing customer momentum.
Account cleanup
Removed outdated rules and discontinued logic to simplify workflows and improve usability.
Inventory strategy
Introduced stock-aware campaign controls to reduce spend on weak product availability.
Optimisation method
A repeatable system for evidence-led growth.
Diagnose
Clarify the customer goal, baseline performance and data constraints.
Hypothesise
Select a high-value change with a measurable success criterion.
Test
Create a balanced experiment and protect against timing or seasonality bias.
Interpret
Read the full performance picture, not one metric in isolation.
Scale
Make winning logic permanent, repeatable and easy for the customer to own.
Brand experience
Trusted across ambitious retail and e-commerce organisations.
Organisations supported through digital marketing, experimentation, Google Shopping, product-data strategy and commercial growth delivery.
Marketing journey
A digital marketer shaped by strategy, data and e-commerce.
BSc Marketing
Built a rigorous grounding in consumer insight, marketing strategy and commercial decision-making at the University of Plymouth.
Digital marketing & SEO
Initiated and delivered a multi-location search-presence programme, supported launch content and presented the outcome to senior leaders.
MSc & commercial marketing
Deepened expertise in digital and social strategy while developing consultative commercial skills.
E-commerce growth & AdTech SaaS
Delivered Google Shopping experimentation, feed optimisation, performance analysis and digital growth programmes across strategic retail accounts.
Outcome storytelling
Turned local-search analysis into an evidence-led programme and presented the result to senior leadership.
Marketing specialism
Combined undergraduate marketing foundations with postgraduate digital and social media expertise.
Digital growth delivery
Balanced experimentation, campaign performance and commercial priorities across a varied e-commerce portfolio.
Education & credentials
Formal marketing education, proven through practical growth work.
- MSc
- Digital & Social Media MarketingUniversity of Plymouth · 2022–2023
- BSc (Hons)
- MarketingUniversity of Plymouth · 2017–2021
- Certificate
- Digital & Data Driven MarketingInstitute of Data & Marketing
Additional learning includes Fundamentals of Digital Marketing and Marketing in the 21st Century.
