Elliot Scott

Content, Social Media & Marketing

Founder & CEO at ElliotDigital | Retention marketing for DTC brands | Email & SMS marketing

Hey, I’m Elliot — founder of ElliotDigital, a multi award-winning retention marketing agency helping leading eCommerce brands turn browsers into loyal customers through world-class email & SMS.

Since launching in 2021, we’ve had the pleasure of working with some of the most loved DTC brands on the planet, including:

- CRAFTD London
- Candy Kittens
- Magic Mind
- Untamed
- Cake Box
- Heights
- Free Soul
- SURREAL
- Days brewing

Too many brands treat retention as an afterthought. They pour time and budget into paid ads, but leave money on the table with clunky email design, shallow segmentation, or disconnected customer journeys.

That’s where we come in.

We combine data-driven strategy with beautiful, high-converting creative, to boost LTV, drive repeat orders, and make retention a brand-building channel.

Founder & Owner

Been looking back at our work in 2025…

Thousands of emails.
Dozens of launches.
Unbelievably cool brands.
(Some very full inboxes.)

Proud of everything we’ve shipped for our partners!
The strategy, the copy and the design.

It was hard to pick, but here are 24 of my favourite emails we sent in 2025 ✉️

Scroll through and tell me which one’s your favourite 👉

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#retention #emailmarketing #ecommerce #klaviyo #emaildesign

Retention marketing for DTC brands | Founder & CEO at ElliotDigital | Email & SMS marketing

ElliotDigital - Emails of the Year 2025

I studied Biomedical Science at university…

So it’s no surprise we have a real affinity for health & wellness brands at ElliotDigital.

When brands talk ingredients, mechanisms, claims, or compliance -
I genuinely love it.

It also means:
• We don’t oversimplify
• We don’t over-claim
• And we know how to turn science into clear, compelling email storytelling

Because great health & wellness marketing isn’t about hype.

It’s about trust, education, and long-term retention!

And if design matters to you as much as science does…

Here’s a look at some of the work we’ve done for leading health & wellness brands 👉 

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If you’re a health or wellness brand looking for email that respects the science and still converts - Shoot me a DM.

ElliotDigital | Retention Marketing Agency

#retention #emailmarketing #healthandwellness #ecommerce #klaviyo

Health and Wellbeing Design inspo - ElliotDigital

Churn will always catch up with you

But the brands that slow it down don’t just rely on reminders or discounts.

They build stickiness into the subscription itself.

That’s why it’s encouraging to see loyalty finally being treated as part of the subscription system - Not just a hopeful bolt-on.

When loyalty, credits, tiers and referrals all live inside the subscription portal.

1. Customers see the value as they manage their orders

2. You can surface rewards at the exact moment someone is considering cancelling (and what they lose if these do)

3. And you can actually measure how loyalty impacts CLTV and churn, not just points issued

That connection matters.

I’m also a big believer that referrals help break the subscription death curve - that moment where growth flattens and you’re just replacing churn.

Using subscribers as an acquisition channel is powerful.

And when referrals are native to the subscription experience, it becomes frictionless.

The more loyalty is embedded into how subscriptions work, the more resilient the program becomes.

Big shout out to the Skio team who just launched all of these features in their new Loyalty update!!

We’ve been quietly using Skio Loyalty with a few select brands over the last few months, and needless to say, we're rolling it out across more & more brands.

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Wanna talk subscriptions? DM me.

#subscriptions #retention #loyalty #ecommerce #skio

Lovetovisit.com

CRM & Loyalty Manager

Frasers Group

Owning the CRM activity and strategy for the groups priority facia, Sports Direct, as well that on both Evans Cycles and USC to a combined base of over 9 million contacts driving over £30m per year.

Responsible for managing and supporting a team of 4 Assistants, Executives and Senior Executives on ongoing test and learn plans to continually improve CRM communications and the optimisation of all CRM activities across the group.

Leading with customer data, modelling and insights to design and optimise segmentation and content approach for personalised customer journeys which drive customer value and effectiveness.

Exceed performance targets, leading the team to plan and deliver omni-channel journeys utilising customer-data based segmentation and propensity models. By utilising the insight, I developed strategies which uncover and extract value in the existing database.

Frasers as a group is transitioning to a data-driven approach utilising Segmentation, Lifetime Value, Intent and Next Best Action modelling. This required the CRM strategy to shift to be truly customer led opposed to channel execution focused. I regularly use customer data and omni-channel experience to embed this shift whilst also improving effectiveness of delivery.

Developing and presenting weekly and monthly reports focusing on CRM campaigns and database performance, feeding results back to the wider business including senior leadership and C-Suite.
Responsible for building stronger and deeper relationships with customers, to increase engagement and retention and customer value, through effective CRM strategies and data driven insights.

Owning the relationship with the email service provider, ensuring that all areas of the platform are optimised and used to their full potential.

Continuing to fulfil responsibilities as Nike Customer Journey Manager, working collaboratively on high profile campaigns and managing the relationship with the partner.

CRM Manager - Sports Direct, USC, Evans Cycles

Nike-funded Customer Journey Manager role within Sports Direct International. Implementing, optimising and managing the customer journey of Nike Connected Membership customers within Sports Direct.

Nike Customer Journey Manager (Loyalty)

Responsible for implementing and developing the CRM Function and Strategy across the Fashion division of Frasers Group and on spearhead brands; FLANNELS, House of Fraser and Sports Direct. 

Responsible for re-engaging, managing and growing audiences on recently acquired brands Missguided, Scott’s Menswear, ISAWITFIRST & Tessuti. Improving customer engagement on CRM channels by over 82%, revenue by 76% and base size by 11% across all 4 facias. 

Managing a team of CRM Executives and Assistant Managers. Collaborating cross-functionally and optimising processes with Trading, Marketing, Brand, Creative and Technology teams to ensure strategy alignment of all CRM activities across the group. 

Leading the team with robust test and learn plans as well as developing new, innovative opportunities for the channels, inspired by industry leading CRM strategies.

Delivering weekly and monthly reports focusing on campaign, automation and database performance, confidently presenting results and actions back to senior shareholders and the wider business.
Owning the relationship with the email service provider, ensuring that all areas of the platform are optimised, aligned and legally compliant.

Responsible for creating, presenting and implementing group-wide customer retention, loyalty and lifecycle strategies to senior shareholders. 

Developing and optimising innovative automated programmes, seeking new ways to preserve team resource where possible and improve the omnichannel customer journey.

CRM Manager - Missguided, ISAWITFIRST, Studio.co.uk

John Lewis & Partners

Planning, creating and delivering compelling and well-presented email and app campaigns to a large, premium retail audience. Ensuring the calendar is up-to-date and reactive to internal and external conversations. 

Reacting to business needs and ensuring communications provide a seamless, customer-first experience that aligns with the brands’ vision and objectives.

Building, maintaining, and optimising automated, data-driven communications that build customer engagement and directly impact retention and acquisition targets.

Regularly reviewing and reporting on campaign performance, documenting commentary and outlining successes and learnings against campaign KPIs to be utilised in planning sessions for future campaigns.

Managing stakeholder relationships across multiple teams including Data and Analytics, Trade, Online Merchandising, Copywriting and Design to ensure alignment on department objectives and the execution of campaign briefs.

Training and Mentoring new staff as required.

Salesforce Marketing Cloud (SFMC), Looker, Tableau

Senior CRM Executive (Campaigns & Lifecycle)

Gymshark

Leading, creating and delivering the end-to-end deployment of best in class, customer-first Email, Direct Mail and App campaigns. Meeting commercial targets for all national and international regions (including UK, EMEA, APAC and NAM). 

Working collaboratively with global stakeholders including teams in North America, Australia and Germany. Assisting in the building and handover of the newly-formed North American CRM Team. 

Consistently delivering relevant, long term, personalised content to audiences. Including working with Data to build effective audience segments using regional, behavioural, and demographic insights, ensuring all projects are considerately planned and executed using a data driven and commercial approach.

Implementing effective test and learn strategies to be delivered across each communication platform, ensuring they’re consistent and aligned to the overall testing strategy. Recommending optimisations based on findings to allow for a consistent customer journey from a multi-channel approach.

Tracking communications across all CRM channels against set KPIs and providing challenges to ensure all campaigns meet their purpose and objectives, monitoring processes for efficiency updates. 

A key stakeholder on multiple projects including Pride, Gymshark Weekly and the Gymshark Training and E-Commerce Apps. Responsible for aligning all campaign and communications across channels outside of CRM to ensure there is a consistent customer facing message.

Emarsys, Braze, Tabeau, Action Rocket, Movable Ink

CRM Communications Executive (International)

TTK Confectionery

Developing B2B and B2C Digital Marketing and PR opportunities for TTK and the other brands in their portfolio, creating, deploying and optimising content for multiple touchpoints including email, social and store. 

Constantly review campaign performance, recognising and implementing optimisations of all cross-channel communications 

Developing and expanding reach through new and existing on and offline customer facing channels; including the onboarding of new communication opportunities, growing the database, and identifying new technology to tailor and streamline the content delivered.

Exploring and utilising new and existing software and technology, providing feedback and opportunities for optimisation and development.

Mentoring, training, and managing interns as required. 

Data driven business plans for the development and implementation of new income streams to the business as well as extending our product and service offering. 

Conducting vital Market and Consumer research to evidence the developing attitudes of the consumer post-COVID. Using this data to re-direct our product innovation and communication strategies.

Contacting and negotiating with new international suppliers for new product and service proposals. 

Reaching out to International Agents, Distributors and Stockists with the aim of enhancing their current product offering with our high quality and on-trend ranges.

Marketing & Design Executive

Working within the New Product Development Team:
- Researching and Analysing Consumer and Market trends to inform new/ updated product ranges
- Social Media Content for Instagram and LinkedIn
- Completing bespoke product artwork for Retailers

Marketing Intern

Proposing, deploying, and delivering new initiatives and campaigns to maintain strong relationships with customers from all lifecycles. 

Presenting and implementing disruptive initiatives to reward loyal customers both online and at brand events, creating excitement and hype around the brand.

Working with a variety of teams across the business to provide a seamless, customer-first experience that aligns with the brands vision and objectives.

Planning, collating, and dispatching Surprise & Delight packages for VIP and VVIP customers across the globe in line with NPD launches and brand campaigns.

Retention & Loyalty

TOPSHOP TOPMAN

Department Specialist for Denim. Responsible for replenishing the departments stock levels, organising product moves, reviewing sales figures and meeting targets. As well as providing in-depth product knowledge to customers on materials, fits and sizing. 

Training and mentoring of staff members and liaising with management. Running the shop floor ensuring all staff are working efficiently and effectively to maximise sales and increase customer satisfaction.
 
Trained Visual Merchandiser for both brands. Including use of a graphics matrix, props, window displays, point of sale tools and mannequin handling. Assisting in sales floor moves, sale launches and promotions.

Responsible for the store cashing up. Involving, till closure, inputting into the online banking system and preparing cash for collection.

Greeting customers upon entry to the store along with radioing security alerts to other stores in the shopping centre. Ensuring, prioritising and maintaining 100% customer satisfaction as well as handling requests and unsatisfied customers.

Helping to maintain a friendly, helpful environment in the workplace.

Team Leader

Working as part of the GRADS4NOTTM intern scheme where I was set live briefs by TTK Confectionary and worked as part of their product development and design teams at their Head Office. 

The brief involved developing and designing product ranges for their SS20 collection which were then taken to meetings with international buyers. Through this I received valuable feedback which helped me improve the commercial nature of my product designs making them suitable for different companies and consumers as well as looking at ways to reduce costs and wastage yet increase sales and profitability.

Product Development Intern

Nottingham Contemporary

Designing and finalising the layouts for the biannually released RESPONSE publication for Nottingham Contemporary Gallery. 

Liaising with local Printers and Paper Suppliers as well as negotiating prices and deadlines.

Meeting weekly with Gallery Staff to report back progress and present ideas and outcomes.

Editorial & Design Team Internship

Argos

Completing a Sales Floor Review Document for a visit by the company Vice President around the flagship store. Following approval, the store layout was then applied to stores nationwide, including point of sale graphics and product placements.

Involved in meetings discussing the upcoming AW18 Catalogue launch and important points in the Sales Floor Review as well as upcoming product promotions and points of sale for in-store and online.

Assisting as a photographer and stylist for a ‘Homeware Inspirations’ shoot at the companies photography studio for the Argos online store. Involving set dressing, product placement and web layout.

A highly motivated and results-driven Digital Marketing professional, employed by established, multi-billion dollar brands both locally and internationally, including; Frasers Group, Nike, Gymshark, The John Lewis Partnership and Love to Visit. 

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The Battle

Elliot Scott

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The Battle

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George Shapland CMgr MCMI

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Elliot Scott's LinkedIn Performance

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