01
The brief
I built a digital growth strategy and website wireframes for Xnexz, a UK safety-footwear eCommerce brand, with month-by-month traffic and follower targets.
02
What made it hard
- No website and no brand presence.
- A product category (S1P safety trainers) where every claim must be exact.
- A start-up budget.
03
How I approached it
- Positioning: "The Safety Shoe You'll Love Wearing", S1P protection with trainer comfort.
- 16 occupation and sector pages: nurses, chefs, warehouse, electricians and more.
- 98 articles: buying guides, standards explainers and honest comparisons.
- A phased plan: foundation (weeks 1–4), creators (5–8), UGC and scaling (9–13+), with Meta from £10 a day and claim guardrails.
04
What I did
- Wrote the UK marketing strategy and the website plan.
- Set the positioning, the content, the Klaviyo build and the paid plan.
- I own the budget, the task lists and the monthly CMO report.
05
Early results
- 100+ leads in the first two months.
- Klaviyo: Welcome, Abandoned Checkout, Browse Abandonment and Post-Purchase flows are live.
06
What comes next
- 12-month plan targets: visits from 70 to 10,946 a month, followers from 137 to 1,438.
- The plan scales what is proven.
07
How I work on projects like this
This project sits in my Google Ads Expert and Facebook Ads Expert work, in eCommerce and retail.