Vape Dinner Lady
Global FMCG / E-commerce · Dec 2021 — Jul 2024
Scaling a global vape brand to category leadership.
First £1m year in the UK D2C e-commerce channel, while group revenue scaled from £15.67m to a £41.87m peak.
Dinner Lady is one of the UK's most recognised vape brands, shipping to 90+ countries. I joined a fast-moving e-commerce team in December 2021 and took ownership of channel strategy, affiliates and international go-to-market until July 2024. On the owned side, the UK D2C e-commerce channel passed £1m in revenue for the first time — driven by a rebuilt website experience, sharper merchandising and a lifecycle programme that turned first-time buyers into repeat customers. Alongside that, the Italy launch became the single biggest group growth lever: Companies House filings show group revenue moving from £15.67m (FY21) to £24.03m (FY22) and peaking at £41.87m (FY23). A major fire at the group's facility in 2024 disrupted supply and reset revenue in the years that followed.
Engagement details
- Period
- Dec 2021 — Jul 2024
- Role
- Marketing & E-commerce Executive
Tools & platforms
The challenge
Where we started.
Scale a fast-moving consumer brand across multiple international markets while building a defensible affiliate and retention engine — without leaning on discount-led growth that erodes brand equity.
Integrated strategy
How we approached it.
01
Italy as the growth engine
Built the Italian market from launch to category leadership — site, paid, PR and distribution wired together so demand and supply scaled in lockstep.
02
One north-star strategy across channels
Aligned brand, performance, CRM and affiliate around shared revenue and LTV targets — no more channel silos.
03
Dashboards over decks
Live revenue, attribution and cohort dashboards so the team could make weekly decisions on real signal.
04
Affiliate as a compounding asset
Designed an affiliate program engineered for partner LTV — recruiting, tiering, creative and payout rules built to scale.
Execution
What we shipped.
- Grew the UK D2C e-commerce channel past £1m in revenue for the first time.
- Rebuilt the website experience — homepage, navigation and product pages — for clarity and conversion.
- Designed and executed the Italy go-to-market — site, paid, PR, distribution.
- Reached #3 vape brand in the Italian market within months of launch.
- Launched and managed the affiliate program end-to-end — recruitment, onboarding, creative, payouts.
- Forged strategic partnerships with major retailers and creator networks.
- Rebuilt email and SMS lifecycle in Klaviyo to drive repeat purchase.
Deliverables
What was handed over.
- Italy market launch
- Integrated channel strategy
- Affiliate program design & operation
- Email & SMS lifecycle (Klaviyo)
- Performance dashboards & attribution
- Brand partnerships & PR
Results
The numbers.
£1m+
First £1m year in the UK D2C e-commerce channel
£15.67m → £41.87m
Group revenue FY21 → FY23
+167%
Revenue growth across my tenure
#3
Vape brand in Italy
Group revenue — Dinner Lady Fam Ltd
Companies House filings, financial year ended 31 May.
I was at Dinner Lady from December 2021 to July 2024. Revenue grew from £15.67m (FY21) to a £41.87m peak in FY23. In 2024 the group was hit by a fire, which disrupted supply and stock availability and is reflected in the FY24 and FY25 figures. Group revenue is separate from the UK D2C e-commerce channel, which passed £1m for the first time during my tenure.
Website transformation
Before & after.
We rebuilt the storefront experience around clarity and conversion — the same work that helped take the UK D2C channel past £1m for the first time.
Home page
Rebuilt experienceCluttered category tiles and competing promos gave way to a clearer hierarchy: fewer, sharper entry points, stronger merchandising of best sellers and a single obvious next step for new vapers.
Screenshot coming soon
Product page
Rebuilt experienceProduct detail was restructured around buying decisions — strength selection, stock and delivery reassurance above the fold, with features, specs and reviews organised into tabs instead of one long wall of copy.
Screenshot coming soon
Evidence
Proof of the work.
Image placeholder
Drop in the Italy market launch results screenshot.
Image placeholder
Insert the affiliate platform dashboard showing partner-driven revenue.
Image placeholder
Add a Klaviyo flow or campaign performance export.
Let's build yours
Want a growth engine like this?
Start a conversationNext case