LILY & ROO Marketing Apprenticeship Case Study | TMT

How LILY & ROO built more marketing capacity in-house

As LILY & ROO continued to grow, the business needed more support within its marketing team.

The challenge was straightforward: increase marketing output, maintain consistency across channels and give senior team members more time to focus on strategy and larger projects.

Recruiting an apprentice gave LILY & ROO the opportunity to bring in someone at the beginning of their career and develop them around the brand from day one.

That apprentice was Emilie.

“The apprenticeship has delivered genuine value to the business. We have gained a motivated team member who has grown alongside the company, understands our brand and is developing the skills needed to take on increasing levels of responsibility.”
Alix, MD, LILY & ROO

From career change to marketing role

Before joining LILY & ROO, Emilie was self-employed and running her own beauty business.

Through that experience, she realised the part she enjoyed most was marketing: creating content, managing social media, building a brand and finding ways to attract and engage customers.

She wanted to turn that interest into a career and gain experience across areas such as content, social media, campaigns and digital marketing.

The apprenticeship allowed her to do that while working on real activity within a growing e-commerce business.

“Looking back at where I started, running my own beauty business and realising how much I enjoyed marketing it, to now working on full campaigns and taking ownership of projects within a marketing team, I feel like I’ve come a long way.”
Emilie

Increasing marketing output

Throughout her apprenticeship, Emilie developed practical experience across social media, content creation, email marketing, website management, SEO, paid advertising, influencer marketing, campaign planning and analytics.

For LILY & ROO, the benefit has been additional capacity across the marketing function.

Emilie has helped the team produce more content, support campaigns and maintain consistency across different channels. As her confidence and experience have grown, she has also been able to take greater ownership of day-to-day activity.

That has allowed more senior members of the marketing team to spend additional time on wider strategy and larger projects.

“She has provided valuable extra capacity across our marketing activity, helping us to produce more content, support campaigns and maintain greater consistency across our channels.”
Alix

Delivering measurable results

One of the strongest examples of Emilie’s development came through her End Point Assessment project.

She took ownership of a project focused on improving and expanding LILY & ROO’s bridal jewellery campaign.

Using performance data, Emilie identified opportunities and developed activity across social media, email, website content, SEO, paid advertising and influencer and UGC content.

Her objective was to increase sessions to the bridal page by 20%.

The campaign achieved a 30.1% increase.

“It was really rewarding to take ownership of a project from the initial research and planning through to implementation, testing and analysis, and then be able to show the measurable impact it had on the business.”
Emilie

The project demonstrated how the skills developed through the apprenticeship could translate directly into measurable marketing performance.

Emilie also achieved an overall Distinction in her End Point Assessment.

Developing someone around the brand

Another advantage for LILY & ROO was being able to develop Emilie within the business from the beginning of her marketing career.

Over time, she has built a strong understanding of the company’s customers, visual identity and wider brand.

That understanding now allows her to make more confident decisions about whether content and campaigns feel right for LILY & ROO, rather than simply following instructions.

“She has developed a strong understanding of who we are as a brand, what appeals to our customers and what works for us visually.”
Alix

Her confidence has also grown considerably. Where she initially needed more guidance and reassurance, she is now able to work more independently, share ideas with the wider team and take greater ownership of her responsibilities.

The business impact

For LILY & ROO, the apprenticeship has delivered more than an additional pair of hands.

It has helped the business increase marketing capacity, produce more activity in-house and free senior team members to focus on strategic priorities.

At the same time, Emilie has developed into a marketer who understands the business, its customers and its brand, while gaining practical skills that can be applied directly to live campaigns.

Structured learning through The Marketing Trainer has supported that development by giving Emilie broader marketing knowledge alongside the experience she receives internally.

The result is a team member capable of taking on increasing levels of responsibility and delivering measurable marketing outcomes.

From increasing marketing capacity to achieving a 30.1% uplift in bridal page traffic, LILY & ROO has used the apprenticeship to build valuable marketing capability from within.