BOTS Capital

The Challenge

BOTS Capital operates in a highly regulated fintech environment where financial products and investment concepts need to be communicated clearly while meeting strict legal and compliance requirements.

The challenge was to improve the digital customer journey and marketing performance while maintaining a consistent brand experience across website, email, app and social channels.

The Goal

Strengthen BOTS' digital marketing ecosystem by:

• Improving acquisition and conversion across digital touchpoints

• Making complex financial information easier to understand

• Building a consistent brand and communication system

• Improving customer engagement and lifecycle communication

• Using data and experimentation to identify growth opportunities

• Balancing commercial objectives with regulatory and compliance requirements

The Strategy

I worked across digital growth, lifecycle marketing, UX and content, combining creative strategy with data-driven optimisation.

I developed and implemented cross-channel campaigns across web, email, in-app and social, while using behavioural data, analytics, A/B testing and UX research to identify opportunities across the customer journey.

A key part of the role was translating complex financial and regulatory information into communication that was clear, accessible and aligned with the BOTS brand.

What I Did

Brand & Content

• Developed BOTS' brand guidelines from the ground up, creating a consistent visual and verbal identity across digital touchpoints

• Created and optimised website content, balancing clarity, SEO, accessibility, tone of voice and regulatory requirements

• Developed content strategies across web, social, email and app

Lifecycle & Growth

• Built and managed lifecycle communication through Braze, including campaigns, emails and customer journeys

• Used audience segmentation and behavioural data to personalise communication and improve engagement

• Developed and tested creative and content variations to optimise campaign performance

• Managed cross-channel campaigns across social, email, in-app and web

UX & CRO

• Analysed customer behaviour using Google Analytics, heatmaps and performance data

• Used Figma to map and redesign customer journeys and wireframe UX improvements

• Conducted A/B testing and translated insights into conversion and acquisition improvements

• Optimised the WordPress website architecture and mobile experience

Fintech & Compliance

• Collaborated with product, legal and compliance teams to ensure marketing communication met regulatory requirements

• Translated complex financial concepts and regulatory information into customer-friendly communication

• Presented data-backed recommendations and trade-offs to senior leadership

Impact

The work combined creative marketing with measurable growth optimisation, contributing to:

28% reduction
in customer acquisition cost through creative and content optimisation

40% reduction
in customer acquisition cost through UX, analytics and experimentation

90% increase
in user engagement following the implementation of a cross-platform content strategy

Multi-channel
Web · Email · In-app · Social · Paid Media · Braze

Key Skills

Digital Growth · Lifecycle Marketing · CRM · Braze · CRO · UX Strategy · Content Strategy · Brand Strategy · SEO · Google Analytics · A/B Testing · Figma · WordPress · Fintech Marketing · Regulatory Communications