Blundstone.

From tactical optimisation to strategic alignment across Europe.

Context & Objective

Blundstone, the historic Australian brand founded in 1870, is synonymous with durability, craftsmanship, and timeless design. Its Chelsea boots are worn worldwide a symbol of reliability that bridges outdoor adventure and urban style.

In 2023, the Italian division sought to revitalise sales and brand momentum in the European market, particularly Italy and Spain, by aligning digital campaigns, automation, and communication under a single, structured strategy.

Main Goals:

Strengthen brand awareness

Optimise conversion and customer retention through automation and consistency across platforms.

The Challenge

Despite strong brand equity, performance data showed fragmented campaign management and low conversion consistency across platforms.

The need was clear: to move from isolated marketing actions to an integrated strategy connecting media, AI/automation, and customer experience.

In other words from campaigns to a connected system.

The Approach

As a strategic lead, my role was to connect creative execution with data clarity and operational alignment.

Technical Focus

• Designed integrated Meta + Google campaigns, using a mix of catalogue, shopping, and video creatives that reflected the brand’s core values: durability and freedom of movement.

• Defined clear performance goals for each channel and synchronised reporting into a unified dashboard.

• Implemented remarketing flows to convert high-intent users and reduce acquisition cost.

• Migrated automation and CRM from Omnisend to Klaviyo, enabling full customer journey tracking and advanced segmentation.

Strategic & Leadership Work

Collaborated directly with Blundstone Italy’s team to establish shared priorities and KPIs, aligning brand and e-commerce units.

Introduced a marketing automation framework with personalised journeys, using incentives to turn interest into loyalty.

Reinforced internal processes, moving from channel-based reporting to cross-platform performance visibility.

Results

Google Ads ROAS: 25 (+261% YoY)

Conversion Rate: +130%

Meta ROAS: 5.3 (+15%YoY)

Add-to-Cart Rate: +250%

Email Marketing Open Rate: 68.4%

Email Marketing Order Rate: 7.22%

Impact & Learnings

Blundstone’s 2023/2024 growth confirmed that clarity and coordination outperform complexity.

By integrating media, automation, and leadership alignment, the brand achieved both operational focus and commercial acceleration.

Blundstone’s European campaigns became a model for scalable performance grounded in strategic clarity. A better way of working.