Hi, I’m Sophie 👋

I’m an award-winning performance marketing consultant with 8+ years of experience helping ecommerce and DTC brands acquire the right customers, build stronger marketing channels and create sustainable growth.

My experience spans the wider customer journey, from acquisition and retention strategy to affiliates, partnerships, influencers, CRM and website optimisation. My deepest expertise sits within affiliates and partnerships, but I’m always interested in the bigger picture: how channels work together, where the real opportunities are and what will make a meaningful commercial difference.

Having spent most of my career working in-house, I understand what it takes to turn a strategy into something a team can actually deliver. I like getting under the skin of a business, asking the right questions and giving teams a clear, practical plan they feel confident acting on.

At tails.com, I grew affiliates into the UK’s number-one acquisition channel, launched the partnerships channel from scratch and helped expand the affiliate programme across five European markets. Our work won Best Managed Affiliate Programme (SME) at the Performance Marketing Awards two years running, and I was named Industry Rising Star in 2023.

Now, I work with businesses that need experienced and flexible marketing support, whether that means shaping their wider growth strategy, launching a new channel or improving something that is not working as hard as it should be.

The questions I particularly enjoy helping businesses answer are:
• How do partnerships fit into our wider acquisition strategy?
• How can brand and acquisition work better together?
• How do we acquire customers who stay with us and keep coming back?
• Which channels should we prioritise, and where are the gaps?
• How can we make our marketing team stronger?