INDUSTRY:
FMCG, Retail, Hospitality & E-Commerce
CLIENT:
BREWDOG
YEAR:
2024-2026
EXPERIENCE:
Global Retail Strategy, Delivered Locally
BrewDog
about.
BrewDog is a global craft beer brand operating across Retail, E-Commerce and Hospitality channels.
With activity spanning multiple international markets, the business required a balance of brand growth, customer acquisition and commercial performance.
During my time on the account, BrewDog was navigating business-defining structural changes, adding further complexity to strategic decision-making and measurement required to prove and drive value.
challenge.
As Paid Social Lead, I was responsible for strategy, planning, activation and performance across BrewDog's Retail, E-Commerce, Brand and Bars divisions. This included managing six-figure monthly budgets across multiple international markets, developing testing frameworks, implementing advanced measurement solutions and collaborating closely with Search teams to drive cross-channel growth.
Alongside performance delivery, I built strong relationships with senior stakeholders, providing strategic recommendations, performance insights and executive-level reporting to support business decision-making.
results.
Increased Bars ROAS by 30% while scaling media investment by 50% year-on-year.
Maintained BrewDog as a retained agency client throughout a major ownership transition, supported by strong relationships with stakeholders across Marketing, E-Commerce and Executive Leadership teams.
Introduced the agency's first structured Conversion Lift testing framework, generating actionable insights into incrementality and campaign effectiveness.
Implemented advanced conversion tracking, offline measurement and custom event structures to improve attribution and decision-making.
Developed executive-level reporting dashboards within Looker Studio, providing clearer visibility of performance across markets and business units.
Supported global Paid Social activity across international markets, balancing brand growth with commercial performance objectives.
