Reimagining Email Marketing for
Nottingham Forest FC
Working in a team across Nottingham Forest’s retail and marketing output for two seasons across 2024 and 2025, I helped transform email from a functional sales channel into a more considered and commercially effective part of the club’s creative output. Across campaigns, product launches and key retail moments, I developed creative that balanced the energy of the club with clear, product and offer-based communication, while introducing creative flair where I could.
Over two seasons, retail revenue grew from £4m to £13m+, with email campaigns I designed both independently and as part of a wider team contributing directly to that growth. These campaigns include £156k from Black Friday (under campaign name 'Red Friday'), £83k from Christmas and £49k from a single kit-launch email. The strongest campaign achieved a 61.7% unique open rate, demonstrating the impact of combining stronger creative thinking with targeted retail communication.
