About
Ashley.
Product Marketing Professional
London, UK
Project Manager
Copywriter
Storyteller
Cross-team Collaborator
e-Commerce Founder @ Nandi Nicole
About Me
Ashley specialises in cross-functional teams, is a communicator and a relationship builder. With over a decade of customer and client-facing Project Management experience in a commercial environment, Ashley Broderick led teams as a de facto Product Marketing Manager, fostering client relationships, roadmapping deliverables, strategising over the CX experience and delegating for technical, cross-functional teams. Her natural curiosity, highly effective communication skills and penchant for problem-solving makes her uniquely qualified to sit in between sales, marketing and product development. She has particularly received praise regarding her effective communication and relationship building with clients and stakeholders.
Ashley is digital marketing certified and offers product development experience. Most recently, Ashley has upskilled in Digital Marketing through a 3-month, part-time programme to bolster her skillset. Prior to the programme, Ashley was a Senior Project Manager with two real estate start ups in London, where she was relied on heavily for product input, profiling the end user and technical feedback for sales and marketing. Her charge included working closely with clients, consultants and stakeholders to develop each product and its segmentation, fine-tune the product offering, and hire engineers and designers to produce conceptual drawings, schematics and details in line with the product messaging and sales goals.
Ashley has launch experience, and has earned credibility commercially. Ashley founded Nandi Nicole in 2020, a London-based, e-commerce business, commercially trading nationwide. Through this venture, she has launched a brand, developed and rolled out multi-channel digital and print campaigns, tested and improved customer navigation, and familiarised herself with paid and social content. In 2021, Nandi Nicole earned the attention of a global beauty conglomerate, and was invited to support the launch of Sephora UK. Ashley has develop digital storefronts, brand pages, SEO and bolstered sales through this partnership, earning Nandi Nicole recognition as a top selling partner on the platform and growing Nandi Nicole revenue 7x.
Outside of her professional life, Ashley is likely chasing blue ticks on the Peloton app (running or strength training). Ashley is also a recreational volleyball player with her local team- The Block Party. Ashley travels when she can, enjoys cooking, and is always on the hunt to discover the next best restaurant.
Work Examples
Nandi Nicole Brand Launch
Nandi Nicole was launched in 2020 with the aim of being the UK's trusted e-commerce authority for the most effective, sought-after brands for wavy, curly and afro hair. The brand was launched with organic social media and a teaser landing page collecting emails for early interest. Through this campaign (no ad placements), Nandi Nicole garnered over 500 people registering their interest pre-launch. Nandi Nicole has since grown, completing over 4,500 orders and earning the attention and request to partner from a global beauty conglomerate. Some of Ashley's original work for the brand is showcased above and below.
Additional Work
A summary outline of direct and transitional experience related to product marketing, strategy and planning.
Lead Gen. + Awareness
Move, Together*
a conceptual campaign for Peloton
Challenge: Bolster subscriber-base due to post-Covid attrition rates. Subscriptions provide the largest revenue margins (surpassing equipment and apparel), but there is a low growth subscriber base.
Solution: Promotional 'Invite a Friend' button that members share with non-members to join scheduled classes.
Existing subscribers are loyal, continuing to engage with Peloton community off platform in a uniquely outsized way--through Peloton and non-Peloton hosted events, private social media groups, marathon training, an outsize following of Peloton trainers' lifestyles, endorsements, and their non-affiliated trainer engagements.
This product would make use of member endorsement, credibility and personal stories to generate new audiences. Creating exclusive opportunities for members to invite non-members to a class through an external web link (much like Zoom) would allow subscribers an exciting opportunity to directly participate in outreach that is authentic and social.
External 'friend invite' access can be tested as an award/badge for highly engaged subscribers, as a seasonal offering, activated for special events or offered to subscribers of a premium tier.
@pelotonstudios
*An original concept of Ashley Broderick, March 2024
''Ashley has extremely strong attention to detail, and a rigorous approach to project planning. I really enjoyed working with her, and hope our paths cross again in the future.''
