Ruggable — eCommerce & Retention

Overview

Full ownership of Australian marketing, from campaign to execution.

Ruggable is a global D2C rug brand that ships machine-washable rugs direct to consumers. In the Australian market, I owned the integrated marketing calendar end-to-end — email, on-site, owned channels — and worked directly with global engineering, product, digital experience, and data teams to ship campaigns and fix what wasn't working.

The role sat at the intersection of marketing and product. As much as it was about campaigns, it was about making sure the site, the tools, and the data worked so that the campaigns could actually deliver.

The Local Project x Ruggable — Boulder Neutral Grey, warm Australian interior — The Local Project x Ruggable — Boulder Neutral Grey

Brand Story

Building the Australian chapter of a global brand.

Ruggable is a US brand with a global following — but Australian customers aren't American customers. The seasonal calendar is inverted. The language is different. The cultural reference points are different. What landed in New York in June wouldn't land in Melbourne in July.

Part of this role was being the local brand voice. Every campaign, every email, every on-site landing page had to feel like it was made for an Australian audience — not translated from one. That meant writing copy in an Australian register, timing campaigns to the southern hemisphere calendar, and adapting global creative to local context without losing the brand's visual identity.

In this role, I played a key part in collaborating with US-based engineering and product teams across time zones, advocating for Australian-specific requirements, and making sure the local market wasn't just a footnote in a global rollout.

The Local Project x Ruggable — Aldo Indigo Ochre, The Local Project's signature Australian editorial aesthetic — The Local Project x Ruggable — Aldo Indigo Ochre

Campaign Landing Pages

Custom landing pages built for every major campaign.

Each campaign launch was supported by a dedicated landing page — tailored to the campaign message, the audience segment, and the offer. These weren't generic product pages; they were purpose-built experiences that carried the campaign story from email click through to conversion.

Pages were built, QA'd, and verified against a structured checklist before every send — including UTM tracking, discount mechanics, mobile rendering, and load time checks. The email-to-landing-page journey was treated as a single experience, not two separate deliverables.

Uniquely Australian Designs — The Local Project x Ruggable campaign landing page — Campaign landing page — Uniquely Australian Designs, The Local Project x Ruggable

Impact

Results across a 12-month period.

34%

Topline revenue uplift across 5 major campaign launches

28%

AOV boost among professional clients via Trade Programme launch

16%

LTV improvement via personalised lifecycle journeys

1.5%

CVR increase from A/B testing and targeted UX improvements

The Work

What I actually did.

Campaign management

Owned the Australian marketing calendar across email, on-site, and owned channels. Planned and executed 5 major campaign launches across the year — from brief to build to performance reporting. 34% topline revenue uplift across those launches.

Trade Programme launch

Scoped and launched a Trade Programme targeting interior designers, architects, and professional buyers. Built the lifecycle flows, managed the onboarding experience, and tracked AOV and LTV impact. Drove a 28% AOV boost and 16% LTV improvement among Trade customers.

A/B testing & UX

Ran structured A/B and multivariate tests across product pages, checkout, and email subject lines. Collaborated with the global digital experience team to validate and ship winning variants. 1.5% CVR increase over the period from UX improvements.

Looker dashboards

Built real-time Looker dashboards to track KPIs across campaigns, channels, and customer segments — giving the team visibility on performance without waiting for end-of-month reporting.

Martech onboarding

Led the onboarding and implementation of a new martech platform — coordinating between the vendor, the global engineering team, and local stakeholders to ensure data integrity and timeline delivery.

UAT & site verification

Ran UAT and post-launch verification for site features, CMS updates, and promotional mechanics. Caught and escalated issues before they hit customers — a function that required close coordination with the global product and engineering teams.

Tools & Platforms

The stack.

Working across a global D2C tech stack in a time-zone-distributed team.