2024 Honorees

Katy Ferguson

Head of Growth & E-commerce

“I always strive to push myself and grow.”


Tell us about your company and role.

Bare Biology is a UK based sustainable supplements brand, selling high-strength omega-3, collagen and vitamin D. It’s a truly independent brand that cares deeply about the quality of its products and customer loyalty, guided by its core values of quality, sustainability and transparency. 

I’m the Head of Growth & E-commerce here, which means I turn my hand to a lot of things. I oversee our marketing channels including CRM, paid social and PPC. I also work closely with our team on all things e-commerce, specifically CRO, website optimisation and SEO across our D2C and Amazon channels. And of course, all of this is backed up with a keen eye on analytics and data insight, which I use as the basis of business decisions and to inform the wider business. 

How would you describe yourself?

I would describe myself as ambitious. I know sometimes this word can be viewed as a negative but to me I see my ambitious nature as a positive motivation in my life. I always strive to push myself and grow. I would also describe myself as joyful. I truly enjoy my life, work included and make a point to try and only do things that bring joy to myself and others.

What qualities does an effective marketer need to have?

Being flexible: You never know what’s going to come up and facing change with a smile usually helps things go better.

Passion: I think you can always tell when a campaign is being driven by someone with a passion for the product or subject matter, and it really helps build authentic content.

Fearlessness: We all know it’s hard for brands to stand out against the competition, but those that do, have dared to do something against the grain.

What has been your biggest professional success so far?

My biggest success so far has been building our brand’s CRM activity from the ground up. When I joined Bare Biology, there was little to no CRM marketing and within two years I’ve set up weekly newsletters, automated and segmented email journeys as well as ad hoc seasonal campaigns. Collectively, this has resulted in over 100% growth in the channel for two years straight. 

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What causes are you most passionate about?

A fair chance for all, across education and job opportunities. Having experienced first hand how difficult it can be to climb the career ladder as a woman, even in this day and age, I am committed to making it fairer for others.

What do you think is the biggest challenge facing eCommerce brands?

Falling into the promotion trap! Time and time again we see credible brands overdiscounting and getting stuck in a never-ending cycle of promotions. 


What's your favorite loyalty program or subscription offering from an eCommerce brand?

I have to say Bare Biology’s Flourish programme. Rewarding its community of loyal customers is at the heart of this program.

Another brand that impressed me during my research for Bare Biology’s loyalty programme was Bloom & Wild. Specifically their referral programme and subscription service. The UX is simple, clear and on point: I’m a big fan! 

What do you geek out over?

A really good email. This might sound a bit cliche coming from a marketer but I genuinely have a separate email account where I sign up to every brand imaginable. I love seeing all the inventive ways brands communicate with their audience.