I’ve worked in CRM and email marketing for nearly 15 years, across everything from global brands like ASOS and COS to smaller, fast-growing businesses like Elizabeth Scarlett and Fussy natural deodorant.

After having my two children, I moved into freelance work, helping smaller brands with email campaigns, setting up automated flows and running CRM audits. At the same time, I launched my own fashion brand, Afternoon Knitwear.

Building my own business gave me a completely different perspective. I was no longer just doing customer retention and email marketing, I was learning wholesale, Meta advertising, supplier sourcing, and trying to do it all myself. I felt so at home creating my own email calendars, templates and automated journeys using the skills and experience I’d used throughout my career, and realised those tools could be incredibly useful for other small brands looking to do it all themselves too.

When you’re building a brand, you end up wearing a lot of hats and teaching yourself parts of the business you never expected to manage. Email marketing doesn’t need to be one of the complicated ones, it should be easy and straightforward to run alone with the right knowledge.

I want to make email marketing feel simple, practical and achievable, showing you exactly what to send, which flows to set up and how to build a CRM programme that works for your business.