Queensmith Case Study | Fractional Marketing Director

Queensmith

Strategy to Execution

We built a growth strategy that focused on diversification, aligning commercial goals with clear priorities the team could act on immediately. This created a roadmap that balanced brand-building with measurable performance outcomes.

Brand & Campaign

By refining Queensmith’s brand narrative and shaping targeted campaigns, we helped them reach new audiences while deepening connections with existing customers. This included planning a distinct strategy for lab-grown diamonds to strengthen their position in a competitive luxury market.

Reporting & Forecasting

Forecasting models and KPI frameworks gave Queensmith clarity on performance and investment. With data-driven reporting in place, the team could optimise quickly, test new opportunities, and make confident decisions to sustain growth.

The Challenge

Category Share Expansion

Queensmith had grown net revenue 40% for consecutive years and wanted to continue at the same rate in 2024. This was an omnichannel commerce brief, as their store was a high-touchpoint for customers.

My process

Growth Strategy & Diversification

I started by evaluating the market and customer signals to understand where the biggest opportunities were. This uncovered how people were searching, what competitors were doing, and where the brand could stand out. From there, I built a clear strategy that aligned positioning, messaging, and growth priorities.

Execution & Team Leadership

To turn strategy into action, I co-ordinated a cross-functional team of four, aligning activity across digital acquisition, retention, and omnichannel commerce. Together, we delivered campaigns that cut acquisition costs, scaled reach, and built stronger connections with customers both online and in-store.

Horizon Strategy

Looking ahead, I helped Queensmith prepare for the future by developing an “own brand” strategy for lab-grown diamonds and setting up forecasting frameworks. This ensured every decision was data-led while positioning the brand to thrive in a fast-changing luxury jewellery market.

The Impact

The strategy gave Queensmith a clear path for continued growth while strengthening its position in a highly competitive luxury jewellery market. Acquisition costs were reduced, marketing efficiency improved, and the team had a structured roadmap to follow. Most importantly, Queensmith left with the clarity and confidence to sustain momentum and diversify into new opportunities, such as lab-grown diamonds.

+30%

Q1 target
2024

-37%

Decreased CAC
Q1 2024

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