This project was led during my time as Ecommerce Marketing Executive at the Science Museum Group.

The Science Museum Group is one of the most visited museum institutions in the UK, with millions of annual visitors and a growing digital ecosystem. As the e-commerce arm expanded, the team aimed to improve visibility, drive qualified traffic and increase sales through targeted digital strategies.

🔍 The Challenge
As a non-profit organisation, the Science Museum Group faced the unique challenge of balancing educational purpose with commercial growth. The online shop had untapped potential, but limited internal resources and budget constraints made it harder to promote effectively.

The goal was to increase visibility, traffic and revenue while staying aligned with the museum’s mission and tone, and without access to the aggressive spending or tactics typical of retail brands.

🧠 My Approach
I led the e-commerce marketing strategy by aligning online efforts with user behaviour and brand tone. My work focused on three key pillars:
- Building high-converting email marketing campaigns
- Integrate the e-commerce with Instagram Store
- Launching and optimising Meta Ads to reach new customers
- Developing performance reports to guide iterative improvements

The approach combined storytelling, segmentation and performance tracking, bringing together brand and growth.

🛠️ What I Delivered
- Omnichannel digital marketing strategy
- Content planning for the online shop and campaigns
- Email marketing on WordFly with clear segmentation
- Paid social campaigns (Meta Ads) with creative optimisation
- Monthly analytics reporting and campaign insights

📊 Results & Impact
Over a 3-month period:
+289% increase in online shop sales
30%+ open rate and 10%+ CTR on email campaigns
+437% increase in Facebook traffic
+29% increase in Instagram traffic

Stronger synergy between shop, brand, and audience touchpoints

💬 Internal Reflection
“I focused on designing experiences that felt connected, from inbox to checkout, always aligned with the museum's tone and values.”