Ella Lazar

I've spent the last 7+ years working in digital marketing across e-commerce, financial services and digital agencies. I'm a strategic, hands-on marketer who enjoys turning scattered marketing activity into a clear, structured and measurable system. I work across SEO, paid media, email, CRO and analytics — connecting channels rather than looking at each in isolation.

I'm comfortable owning strategy and delivery end to end, managing teams, agencies and budgets to turn ideas into practical plans and measurable results. I'm at my best in growing or changing environments where there's something to build, improve or bring more structure to.

Digital Marketing Lead at Dobell (2025-03 – Present)

• Led and structured the digital marketing function for an e-commerce menswear brand, managing a small team and connecting strategy with hands-on execution across paid media, SEO, email, affiliates and content.
• Launched and managed Meta advertising campaigns, consistently delivering 9–21× ROAS — doubling both ad revenue and return on spend compared to the period before joining.
• Redesigned email automation flows (Bloomreach), growing abandoned-cart revenue by over 700% and increasing overall email channel revenue by 90% year on year.
• Identified the need for SEO and brought in a dedicated specialist, defining the strategy and overseeing execution — organic search revenue grew 8% YoY within the first year.
• Took ownership of affiliate marketing as a new channel, scaling it into a consistent and growing revenue stream (+8% month on month).
• Led CRO initiatives including new sign-up flows (15–20% conversion) and A/B testing across funnels, continuously improving platform performance.

Digital Marketing Manager at Ascot Mortgages (2022-12 – 2024-12)

• Owned digital marketing planning and execution across SEO, paid campaigns and lead-generation funnels for a service-based financial business.
• Increased organic website traffic by 560% (from 3,000 to 20,000+ monthly sessions) through SEO and technical improvements.
• Boosted mortgage enquiries by 400%, growing leads from 20 to 100+ per month via integrated digital strategy.
• Managed external agencies and suppliers, ensuring delivery quality and alignment with business priorities.

Digital Marketing Manager at The Originals (2021-09 – 2022-12)

• Led the digital marketing function during a growth phase, connecting performance marketing, retention and analytics into one structured, measurable system.
• Increased customer retention by 56% through behaviour-driven lifecycle email campaigns.
• Improved conversion rates by 150% by refining funnels and running structured A/B tests; lifted business-wide conversion by a further 130%.

Project Manager at Elit-Web (2020-06 – 2021-03)

• Owned end-to-end delivery of digital marketing projects — scope, budget, schedule and quality. Managed client communication and stakeholder alignment.

Junior Project Manager, Enterprise Projects at Fractal (formerly Netpeak) (2019-02 – 2020-03)

• Coordinated delivery of enterprise digital marketing projects — requirements, scope, budgets and timelines. Owned client communication and progress reporting.

Master's degree in Finance – Simon Kuznets National University of Economics (2013 – 2018)