SurfStitch | Periscope

Role: Digital Marketing Manager

SurfStitch was one of the early players that helped shape what eCommerce has become today. A brand deeply embedded in online culture, it dominated the paid space and played a role in shifting consumer behaviour towards what is now second nature, online, marketplace-driven shopping.

The Challenge

Operating in a fast-paced, sales-driven eCommerce environment, the pressure was constant. Peak periods meant high spend, high expectations, and very little room for inefficiency.

The challenge wasn’t just driving traffic; it was maintaining performance at scale, ensuring campaigns were structured effectively, budgets were working hard, and the brand continued to stand out in an increasingly competitive digital landscape.

The Strategy

The approach focused on building structured, performance-led campaigns that could flex with the demands of the business.

This included:

• Developing scalable paid media frameworks across Meta

• Aligning campaign structures to key sales periods and promotions

• Continuously refining targeting, creative and messaging to drive performance

• Leveraging bold, brand-led copy to cut through and connect with the SurfStitch audience

With a brand like SurfStitch, creative played a huge role; the strategy needed to balance performance with personality.

My Role

As Digital Marketing Manager, I was responsible for overseeing both the performance and the people behind it.

This included:

• Managing the SurfStitch Meta account across high-volume sales periods

• Leading campaign planning, setup and optimisation

• Overseeing budgets, reporting and performance tracking

• Managing internal team workflows and client relationships

• Writing campaign copy and collaborating closely with creative

It was fast, reactive and at times chaotic, but it required a strong level of structure to keep everything moving.

Outcome

SurfStitch maintained a strong presence in the paid social space, delivering high-volume, sales-driven campaigns while continuing to build brand recognition in a competitive e-commerce market.

Beyond performance, this role strengthened my ability to operate in high-pressure environments, balancing strategy, execution and team management, while keeping campaigns running efficiently at scale.