CUSTOMER STRATEGY
Making Online Seller Marketing Feel More Human
Post Office Senior Marketing Manager 2025
Online sellers were commercially important to Post Office, but they needed more relevant and authentic communication than conventional product-led messaging.
Customer Strategy · Online Seller Marketing · Customer Insight · Advocacy
- +25%
- Website traffic during Sellerbration activity
- 305,700
- Wider Mails eNews recipients
- 42%
- Wider Mails eNews open rate
01The challenge
Where it started.
Build stronger relevance with online sellers by moving from generic product communications towards insight-led customer storytelling.
02What I led
What I led.
Led the strategy, audience approach and multi-channel development.
Watch the work
A real seller, telling their own story.
Part of Sellerbration. The film is built around a real online seller rather than product messaging, which is what made the work feel human and credible.
From product messaging to real seller stories
- Listen
- Understand
- Reframe
- Amplify
- Learn
Real seller stories → more human marketing
“I build marketing around people, not channels.”
03Impact
What it delivered.
- +25%
- Website traffic during Sellerbration activity
Wider Mails eNews performance
- 305,700
- Emails sent
- 42%
- Open rate
- 4,969
- Clicks
These figures relate to the wider Mails eNews. Sellerbration's individual contribution to them cannot be isolated.
04What I learned
- What worked
- Authentic customer stories gave the audience something recognisable and credible rather than another corporate marketing message.
- What I would strengthen
- Build more direct conversion and customer-value measurement into the content journey.
- What it reinforced
- Understanding an audience is not just about segment data.
What people say
“Lots of marketing people talk about ‘audiences’ but Jesus talks about people. Jesus was the driving force behind making that material feel real.”
Next relevant work
LET’S CONNECT
Let’s talk about what I could bring to your team.
I’m currently exploring senior marketing leadership opportunities where marketing has a meaningful role in shaping customer strategy, commercial growth and the wider business.