Launching performance marketing from scratch for a heritage fashion brand

Alkaram is a long-established fashion name that was moving into eCommerce. That meant building a performance marketing and search capability where very little existed, and doing it in a way the brand could stand behind.

There was no established performance marketing function. Paid media, SEO and the eCommerce experience all had to be built from the ground up while respecting a heritage brand.

• Stand up paid acquisition that delivered a strong ROAS.
• Build organic visibility for the new eCommerce brand.
• Improve the website experience to support conversion.

A respected brand early in its eCommerce journey, with the systems and channels still to be built. The work was foundational rather than optimisation of something mature.

• Executed and managed Google Ads, Meta Ads and SEO from scratch.
• Led first-time performance marketing, optimising Google Search, Display and Shopping for 10x to 15x ROAS.
• Built and ran Meta Ads campaigns to scale conversions and acquisition.
• Led the website revamp with the development agency to improve UX, CRO and technical SEO.
• Ran content, influencer and seasonal campaigns to support high-impact eCommerce sales.

Alkaram went from little performance marketing capability to a working acquisition engine delivering a strong ROAS, with organic visibility and a better website experience behind it.

• 10x to 15x ROAS across Google Search, Display and Shopping.
• A performance marketing function built from scratch.
• A revamped website with improved UX, CRO and technical SEO.

Afshaan was a core team member in the eCommerce launch, personally building and managing paid media and SEO and leading the website revamp.

Launching performance marketing for a heritage brand is as much about discipline as speed. Getting structure and measurement right from the start is what made the strong early ROAS possible.