Verde | Digital Marketing for Fashion, Luxury & Sports Brands

A digital marketing agency specialising in SEO, dedicated to working alongside fashion, luxury and sports brands to increase their online visibility and maximise revenue. Working with the likes of Adanola, LA Space, Lavish Alice, Skinwork, Debut Studios & more.

I work directly with clients within fields that not only do I know well from a marketing perspective but also from a personal interest perspective, meaning I can identify key opportunities for them whilst having a clearer understanding of their respective industry and competitive landscape.

If you'd like to see how Verde can help you, contact me on joe@verdedigital.co.

Founder

Freelance Digital Marketing & SEO Consultant

Ink Digital

Working alongside agency founder to grow the agency, through new business pitches, team development, P&L/resource support and hiring processes.

Working on an agency rebrand that will help enable the agency’s long-term growth and expanding the overall offering of digital services.

Head of Digital / Business Development Consultant

HEAT

This role works across multiple different channels and teams to uncover areas of growth for the brand, from new digital platforms to new markets.

Leading on SEO development for the site, working alongside the Tech team on technical fixes whilst working on the on-page and content side too.

Set up WhatsApp for Business to enable HEAT to communicate product drops through WhatsApp newsletters/messages as well as emails and SMS, due to the higher CTR and CVR. This then fed into the Customer Experience team too.

Worked with the Growth and Tech team on developing a new loyalty scheme to retain users but also look into the development of community, wanting customers to be part of a wider HEAT ecosystem with rewards to grow and retain brand affinity. 

Utilised search data to inform the Buying team on brands and product popularity, separated into individual countries, individual months etc, which could help inform their decisions on product selection.

Growth Marketing Consultant

Verb Brands

Head of SEO & Digital PR team that grew to a team of 12. 

Worked with MDs on P&Ls, overseeing team finances, profitability, hiring and forecasting.

Senior point of contact for key clients within the luxury space, primarily fashion & e-commerce, including the likes of Net-a-Porter, Mr Porter, 111Skin, Gaucho, Bloomingdale’s etc.

Worked alongside other channel leads on cross-channel strategies dependent on client requirements.

New business focus, delivering all key SEO & Digital PR proposals alongside the New Business team.

Ran Web3 training sessions for both the in-house team and clients, developing a Web3 marketing service to be utilised by the agency. This was ran and developed by myself alongside my day-to-day role.

Head of SEO & Digital PR

Forward3D

Ran a team of 5 as the Senior SEO point of contact.

Accounts lead included Tommy Hilfiger, Calvin Klein, Urban Outfitters, De Beers and Virgin Atlantic.

SEO Organic Performance Team Lead

SEO Senior Organic Performance Manager

SEO Organic Performance Manager

SEO Content Marketing Manager

SEO Senior Link Account Manager

SEO Link Account Manager

SEO Link Account Manager Trainee

Prince of Wales Pub

Kitchen Assistant

Brentwood Leisure Trust

Event Assistant

Cooper Gay

IT Support Assistant Work Experience

St Helens RC Junior School

Teaching Assistant Work Experience

Founder @ Verde | Digital Marketing for Fashion, Luxury & Sports Brands • SEO Consultant & Freelancer

I am Joe, Founder of Verde - digital marketing consultancy specialising in fashion, luxury and sports brands.

I am a data-driven digital marketer with 11 years experience in digital marketing, with expert knowledge in SEO.

I have worked with clients and lead internal SEO efforts for brands such as Net-a-Porter, Tommy Hilfiger, Calvin Klein, Mr Porter, HEAT, Urban Outfitters, Virgin Atlantic, Gaucho and many more, including brands within the sports, jewellery and hospitality industries.

At the beginning of 2023 I went freelance, to help brands and business grow through digital. Whether it be specialist SEO support, or holistic digital campaigns, from social and influencer marketing to organic and paid combined strategies, I want to work with brands with growth visions and help achieve their goals.

In August 2023 I founded Verde, to help brands within the fashion, luxury and sports space grow through tailored digital marketing strategies and consultancy.

If you are looking for some guidance or support within digital, from tailored in-house training, to auditing, data analysis, growth hacking and more, feel free to drop me a message.

Sports brands are selling a lifestyle and that’s why they are killing it right now.

Puresport, On, Humantra, Adanola, Cadence, SUMS_CLUB, Represent 247, Soar Running, Uvu, WHOOP, Alo Yoga, Heights, the list goes on...

But what these brands do well are sell more than just a product, they have helped create fitness apps, workout plans, offline events, built communities and collaborated.

The idea is that these brands have a product that feed into helping you live a more healthier, happier and more successful life.

And their success lies in connection, community and helping you achieve more. Not just a t-shirt, a sachet of electrolytes or a pair of socks.

It feels like there is a real boom in interest around the fitness and wellness industry right now, and it’s these disruptors at the forefront of that.

Are there any other brands I’ve missed out?

#sportsmarketing #fitness #wellness #marketing

Joe Hale

London Marathon 2024 ✅ 

A few years ago I would have never had thought I could complete this, but I am so proud to get it done. What a feeling.

The feeling of running in that crowd in the greatest city in the world… wow.

My chip time come in at 3:55, buzzing to get under the 4 hour mark.

But most importantly we raised £2,000 for Solving Kids'​ Cancer UK - meaning we have helped multiple young people and their families fighting cancer. If you’d like to donate I’ll add the link in the comments.

Now time to recover 🔋

#londonmarathon2024 #londonmarathon

I’ve just hit 5,000 followers on here so I thought I better re-introduce myself with 10 facts about me:

1. I have played football with Manchester United’s Class of ‘92. I got nutmegged by Paul Scholes twice. ⚽️ 

2. I started my career in digital marketing aged 17, the Monday after my last A-Level exam doing a 3-month unpaid internship. 💻 

3. I have 26 tattoos. Edgy, right? ✍🏼

4. I told my wife I would never get a Miniature Schnauzer. I am now the proud dog dad of a 5-month old Miniature Schnauzer called Otis Tiramisu. 🐾 

5. My favourite band of all time is Blink-182. It wasn’t a phase Mum, it’s a lifestyle. 🎸 

6. I founded Verde in August 2023, on my 29th birthday. 🎂 

7. I have raised over £26,000 for three cancer charities in Macmillan, Teenage Cancer Trust & Solving Kids Cancer. I am running the London Marathon next week for the latter of the three. 🏃 

8. I have a pretty excessive football boot collection. Adidas Predator Mania 2002 or Predator FT Elite 2024 are my favourites. 👟 

9. I’ve been on a couple of films as an extra. You can catch a super-blurry glimpse of me on Netflix. 🍿 

10. My favourite city in the world is New York City, although Barcelona is a close second. 🗽 


Now that I’ve introed myself, who are you and what is one interesting fact about you?

Looking to connect with more marketers or aspiring marketers, especially those with an interest in digital marketing, fashion and sports. Anyone I should be connecting with or following, please let me know below 👇 

10 pieces of advice I would give myself 10 years ago to accelerate my career:

1. Network. There are so many interesting people to meet.

2. Post on LinkedIn. Ignore what people think and the opportunities will come your way. 

3. Build out your side hobbies, you can learn so much that will help you in your career.

4. Don’t sacrifice exercise for work. Your work will be better when you feel better in yourself.

5. Always look for new opportunities. Staying in your comfort zone may hurt you. Easy choice = hard life, hard choice = easy life.

6. Stop comparing yourself to your peers. “Comparison is the thief of joy”.

7. Learn as much as you can from whoever you can, don’t just “stay in your lane”.

8. Find out what you need to do to reach the next level and hold yourself accountable. Keep track of goals and milestones and work towards them. You and you only are in charge of your career.

9. Remember you are not a brain scientist. Don’t be too harsh on yourself after a bad day.

10. If you’re not enjoying what you are doing, find something or somewhere new. Life is too short to waste on being unhappy.

What tips would you give to yourself 10 years ago to help progress your career?

Why the name “Verde”?

Thinking of a business name is one of the major issues getting started. It feels like you can’t get anything properly going until you have a name.

I landed on Verde after much thought, for a few reasons.

First of all, Verde is “green” in Spanish. My Nan is Spanish and I was really close to her, so this was a little nod to her.

But why green? 

Well green is everywhere across fashion and luxury. From Bottega to Harrods, Aime Leon Dore to Rolex boxes, green is ever-present. Then for sport green symbolises football pitches, Wimbledon tennis courts etc. 

But green also symbolises health such as green smoothies and veg as well as symbolising wealth in the form of dollar notes.

Green is successful, fresh and vibrant and encapsulates not only the types of businesses I want to attract but how I view my own business itself.

If you’d like to follow Verde | Digital Marketing for Fashion, Luxury & Sports Brands journey drop that page a follow and find us on Instagram @verde.digital 🌱

Hi all, on Sunday I am running the London Marathon for children with cancer.

You may know this already as I’ve mentioned it quite a few times (new personality trait unlocked) but wanted to share one last time.

I am fundraising for a charity called Solving Kids'​ Cancer UK who help children and their families suffering from neuroblastoma and other types of cancer.

I have seen first hand the effect cancer can have on a family and a young person when they get diagnosed. But I have also seen first hand the amazing work these sort of charities do to support those with cancer and their families as well as help them to the journey to “all clear” which is overwhelmingly incredible.

If you’d like to donate my link is here: https://lnkd.in/eAQMakzD

If anyone has any marathon tips please let me know, and apologies in advance for anyone I’m meeting next week if I can hardly walk 😂 

Thanks all!

I’ve increased our client’s organic revenue by 143% since January.

The client is a 7-figure e-commerce fashion brand and SEO is now really starting to not only pull its weight but drive online revenue forward.

The methodology is simple:
- understand the audience
- understand how and what they search for
- understand the product range
- try to connect the searching audience to product styles that match their search as quickly as possible

This work started at the beginning of Q4, and although we saw results quick, we’re now really seeing the needle move.

And this doesn’t include YoY organic search data which is being blown out of the water. 

Yes SEO can take time, but the rewards are plentiful and long-lasting when done properly.

Get started or get left behind.

Want to find out how your business can benefit? Get in touch directly or through Verde | Digital Marketing for Fashion, Luxury & Sports Brands.

#seo #searchengineoptimisation #organicsearch

Running your own business is hard but it has also allowed me to really enjoy what I’m doing. Despite the serious photo, this has been the happiest I’ve ever been in my career.

Here are my 5 favourite things so far from running my own business:

🌟 the client wins
the brands & businesses I’m working with are amazing, I feel lucky to work with them yet know how hard I’ve worked to get to this point

🏃 prioritising health
working for yourself means working more, but I now properly carve out time every day to keep myself fit - a healthy me is a more productive me

🌍 freedom & travel
I’ve travelled around more - Manchester, NYC, Ibiza upcoming - all for work, networking, opportunities etc, and it feels so good to get out and see more whilst still helping grow the business

💭 future planning
I now feel so much more in control of my own future and the plans we are making feel tangible - it’s exciting

🤩 the people
when setting up Verde I wanted to work with great people, and the people I have met along this journey so far have been incredible, whether it’s working directly with, sharing stories, helping eachother etc - it feels invigorating being surrounded by great people

There are many things that are difficult about running your own business, but when I weigh it up the positives are so great, that it is so worth it in the end.

On the final point - if anyone ever wants to catch up for a coffee or see if I can help you with your SEO or digital marketing needs ofcourse feel free to reach out! ☕️

Two weeks until the London Marathon 🏃 

This weekend we hosted a charity bake sale (well, Georgina Miles and my friends baked some amazing things and I cheated and went Costco) as well as beginning to taper off my marathon training.

I am running for Solving Kids'​ Cancer UK, a charity that supports children and their families with cancer, and more specifically neuroblastoma.

If you would like to donate any money to our fundraising efforts then my link is here: https://lnkd.in/eAQMakzD

Thank you!

Football and high-end fashion collide once again with Aimé Leon Dore enlisting Declan Rice, Leah Williamson and Rio Ferdinand for it's latest campaign.

It is no secret that the worlds of football and fashion are heavily interlinked (especially if you've been following me on here for a while) and Aime Leon Dore is the latest brand to tap into the world of football.

Utilising England and Arsenal's heart of midfield Declan Rice, Lionesses captain and EURO winner Leah Williamson as well as England and Premier League legend Rio Ferdinand, ALD have been able to tap into these footballer's marketability on a campaign around London's biggest talents.

Fashion and sports go hand-in-hand, which is also why I wanted to target brands that sit within both these spaces when starting Verde | Digital Marketing for Fashion, Luxury & Sports Brands - so expect to see more exciting collaborations between not only fashion brands and sports brands or clubs, but the athletes themselves.

You can read more on the article from Versus here: https://lnkd.in/e3CD88ZV

#fashionmarketing #footballmarketing #luxuryfashion #marketing


Want to be a better manager? Here are some key do’s ✅ and don’t’s ❌ for managers.

Do:
✅ be empathetic
we are all people trying to do our job and earn a living, remember that

✅ be patient
not everyone is going to pick things up at the same pace, especially at junior levels, allow them time to develop without extra pressure 

✅ give clear & constructive feedback
allow your team room to understand where they can develop and something to measure against

✅ get hands on
sometimes the best way for junior team members to learn is to work alongside you, see the process several times and then be able to deliver it in the same way when given the reigns

✅ walking 1:1s
this one is a bit rogue compared to the rest of the list but I think it allows for such more open and laid back communication - give it a go!

Don’t:

❌ dictate 
a manager should be a leader not a dictator, aiming to get the best out of their team and inspire and encourage forward - don’t just dictate 

❌ think everyone will react the same way
some people thrive on pressure, some will struggle to take feedback - get to know your team and how to get the best out of them, whilst also treating them all fairly

❌ delegate pressure
delegation is key, and pressure is a part of any job, but remember if your team is more junior, putting the same amount of pressure you are under from your CEO/Head of Department on them will likely cause increased stress - delegate work not pressure

❌ micromanage
you need to give your team the support to allow them to do great work, but being a constant eye over their shoulder or chasing everything is not going to help them achieve that 

❌ gatekeep advice & opportunities
your career is still the most important thing to you, but as a manager you should want to see your team succeed long-term and want to help their career. Help develop them so that they can flourish in their career

Being a manager is tough but also one of the most rewarding parts of any job. I have not always got it right but have loved seeing my teams grow and what people have gone onto next.

Is there anything that I have missed?

I’ve 30x’d my client’s YoY organic clicks. 

Below I’ll show you step-by-step how.

No it’s not a new business and no I’ve not sensationalised the number.

I’ve done it through a clearly thought-out SEO strategy focusing on non-branded keywords to supplement the weight of their own brand equity.

How?

1. Break down the product range. They sell clothing but I’ve looked at the types of products, the colours, the materials etc.

2. Understand the buyer. Who is wearing this clothing and for where? It has then allowed me to target specific search for clothing for specific dates, events, milestones etc.

3. Combine the above to do thorough keyword research to understand what and how people are searching.

4. Create a new site architecture with clearly mapped out keywords to pages to show where I want users going and minimalise cannibalisation.

5. Write optimised page titles, URL strings, H1s & meta descriptions for each page either new or existing, utilising the keyword research.

6. Create on-page copy for each of these pages allowing for further targeting of keywords and introduction of longer-tail keywords.

7. Implement new site navigation so that new pages are not only easily discoverable to users but to search engines too, allowing them to be crawled and indexed.

8. Create and implement a new internal linking structure amongst the newly optimised pages to share authority and again help Google crawl & index.

9. Consistently monitor performance of these pages, analysing against other channel mix and impact on revenue.

10. Identify lesser-performing pages and tweak optimisations across on-page to internal linking structure to support growth.

This step-by-step breakdown is on-page SEO basics, but not basic to do. This takes *alot* of hours to conduct, but when done properly you will reap the rewards.

A good SEO strategy should allow your business to grow through non-branded search, when your business already dominates for your own brand’s search demand.

Any questions on how this SEO strategy can help support your business’ growth? Or want to see how Verde | Digital Marketing for Fashion, Luxury & Sports Brands can help you increase organic revenue?

Get in touch 📥

🙌 As part of our celebration of the heroes running in the London Marathon this Sunday for Solving Kids' Cancer UK, we'd like to give a big shoutout to Joe 🏃

🗣️ "I am running the London Marathon for Solving Kids Cancer UK to help support young people and their families living with cancer. 

"A few years ago one of my younger brothers was diagnosed with cancer and I know first-hand what it can do to a family, but I've also seen first-hand how the money raised can help young people make a full recovery and the overwhelming joy this brings." 💛

Thank you for your commitment, hard work and dedication to children facing cancer, Joe. And good luck on Sunday! 🎽

#londonmarathon #childhoodcancer #neuroblastoma #running

Friday mornings are for getting it done 🏃 🏋️ 

I used to be in really bad shape and super unhealthy as well as a lot lazier and less productive.

I am definitely not ripped or ultra-marathon fit, but this year I’ve thrown myself into some hyrox-style/HIIT workout classes to compliment the London marathon prep I am doing. Pre-lockdown there was no chance I would have ever done either of these things.

Being active makes me feel so much more productive, alert and overall less slumped and grumpy throughout the day. 

I also feel that the more I put into looking into myself, the better my work and everything else around me becomes.

Anyone else feel the same?

An amazing morning at the Sauna & Plunge media launch courtesy of LUXLEY COMMUNICATIONS LIMITED for some much-needed r&r post-marathon with a talk on the science behind hot and cold therapy by Nicole Vignola and a breathwork session by Rob Rea followed by sauna and ice baths.

It feels like we have to be always-on, always working 100 miles per hour, always as busy as possible, so it was good to unwind and not be on emails for a bit, especially at such an incredible location.

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