Project Snapshot
Role: Digital Marketing & Sales Manager (Consultant)
Client: SEB
Audience: Retail banking customers and digital channel users
Scope: Website optimisation, digital sales performance, and customer journey improvements
The Challenge
SEB’s digital marketing and sales lacked a strong commercial focus.
While traffic and digital presence were established, conversion performance and alignment between marketing activities and sales outcomes needed improvement.
There was a clear opportunity to optimise the customer journey and turn digital channels into more effective sales drivers.
My Approach
I worked hands-on with both marketing and sales stakeholders to strengthen the commercial performance of digital channels.
The focus was on analysing user behaviour, identifying friction in the customer journey, and implementing improvements that increased conversion and engagement. This included optimising key pages, aligning messaging with customer intent, and ensuring that digital touchpoints supported measurable business outcomes.
The work required balancing data-driven insights with practical execution in a complex banking environment.
What I Delivered
- Optimisation of website and key conversion flows
- Improved alignment between marketing activities and sales goals
- Data-driven analysis of user behaviour and performance
- Enhancements to digital customer journeys
- Hands-on execution of optimisation initiatives
Business Impact
- Improved digital sales performance and conversion rates
- Increased customer engagement across digital channels
- Strengthened commercial focus in digital marketing
- More effective use of the web as a sales channel