The Story
I ran e-commerce for £2B+ brands — Universal Music, Island Records, Appleyard London, Western Digital, SanDisk. Unlimited budgets. World-class teams.
At that level, growth isn't luck or hacks — it's every channel working together as one system. Paid, Shopping, email and creative all pulling in the same direction, refined quarter after quarter.
Then I started working with founders running scaling e-commerce making £10K-£30K/month brands and saw the same problem everywhere: brilliant products and real demand, but the marketing was completely fractured. Most were leaning on a single channel to carry all the sales — pouring everything into influencers, or just Meta — while Google, email and the rest sat ignored or disconnected. Every channel ran its own strategy, none of them talked to each other, and the numbers stayed stuck because nothing was pulling in the same direction.
What they actually needed wasn't another channel or another tool — it was one unified strategy connecting every channel into a single system, each one feeding the next instead of competing for the same budget.
I built Lioness to bring the £2B-brand playbook to scaling e-commerce — boutique, hands-on, ROI-obsessed.