Executive Summary
Mark Sherwood is currently the Ecommerce Director at Bulk™ (formerly Bulk Powders), a leading UK-based direct-to-consumer (DTC) brand in the nutritional supplements sector. His expertise encompasses the deployment of advanced CRM strategies, direct customer engagement, and operational leadership in digital sales channels. Sherwood's tenure at Bulk™ aligns with the company's strategic transition from ingredient supply towards holistic lifestyle branding, emphasizing personalization, data-driven campaigns, and sustainable business practices.
Professional Background
Current Role
Position: Ecommerce Director
Company: Bulk™
Tenure: July 2015 – Present
Location: United Kingdom
LinkedIn: [Mark Sherwood on LinkedIn](https://uk.linkedin.com/in/mark-sherwood-51689726)
- Leadership Scope: Sherwood leads the ecommerce function, directing strategy and execution for all online sales and customer engagement. He is responsible for driving business growth through omni-channel marketing, CRM integrations, and data-led customer experience strategies.
- Reputation: Recognized for his analytical skills and ability to report, buy, and optimize print, data, and mailing house services—essential for catalogue and campaign effectiveness.
- Key Collaborations: Cited in industry content and by colleagues for mentorship, campaign insight, and supporting a culture of high performance.
Previous Experience
- Direct Marketing Manager, Baker Ross Ltd (November 2010 – July 2015)
Managed direct marketing functions with a focus on print/media acquisition and campaign analytics.
- Head of Marketing – Garden Division, Flying Brands (January 2007 – October 2010)
Oversaw divisional marketing, focusing on customer acquisition and retention initiatives in catalogue commerce.
Strategic Impact at Bulk™
Brand Transformation & Positioning
Sherwood was instrumental during Bulk's rebrand—from "Bulk Powders" to "Bulk™"—signaling a strategic pivot to a comprehensive wellness brand. This transition involved:
- Repositioning: Moving from a product-focused supplier towards an aspirational lifestyle partner, broadening the target segment beyond fitness to holistic wellness.
- Value Proposition: Emphasis on premium product lines and adoption of eco-friendly packaging (recyclable/compostable), enhancing appeal to sustainability-conscious consumers.
CRM and Data Strategy
- First-Party Data Ownership: Sherwood advocated for collecting and leveraging first-party data by prioritizing direct DTC over marketplace reliance. This provided improved customer insights, enabling more effective retention and targeted acquisition.
- Personalization: Developed advanced personalized marketing journeys based on behavioral data, Recency-Frequency-Monetary (RFM) analysis, and real-time customer activity.
- Automation/Empathy Balance: Combined automation for efficiency with human-led interactions to create authentic, scalable customer experiences.
Multi-Channel Communication Leadership
- Unified Messaging: Maintained consistent brand communication across email, web, and social channels, fostering brand trust, especially during operational challenges like shipping delays.
- Omnichannel Integration: Implemented and optimized omnichannel marketing platforms (notably SAP Emarsys), enhancing campaign reporting, analytics, and engagement.
Growth & Retention Campaigns
- Seasonal/Black Friday Campaigns: Sherwood's strategy leveraged peak retail periods for both acquisition and retention, utilizing segmentation and targeted offers to amplify revenue and grow the customer base.
- Customer Feedback Emphasis: Promoted two-way dialogue via direct marketing, increasing loyalty and Net Promoter Scores (NPS).
Sustainability Initiatives
Under Sherwood’s ecommerce leadership, Bulk integrated environmental values into core practices, including:
- Launching recyclable and compostable packaging.
- Positioning the brand as a responsible, wellness-oriented organization, strengthening market differentiation and customer loyalty.
Skills & Recognized Expertise
- Direct-to-Consumer (DTC) Sales & Marketing
- CRM Strategy & Marketing Automation
- Personalization & Customer Retention
- Omnichannel Campaign Management
- Data Analytics for campaign optimization
- Supplier/Print/Direct Mail Procurement
- Team Leadership & Cross-Functional Collaboration
Industry Thought Leadership
Sherwood is featured in retail and DTC strategy publications, cited for blending traditional marketing with digital best practices. Highlights include:
- Sharing case studies and tactics for CRM success in public forums and webinars.
- Recognized by peers for mentorship and analytical rigor in campaign management.
Bulk™ Company Context
- Market Position: Leading UK DTC brand in nutritional supplements.
- Strategic Advantage: Early adoption of DTC model, advanced CRM integration, and strong commitment to sustainability.
- Customer Focus: Personalized, unified experiences; responsible sourcing and packaging; campaign-based acquisition and loyalty strategies.
Professional Connectivity
- Tenure at Bulk™: July 2015 – Present
- Previous Relevant Experience: Baker Ross Ltd (Direct Marketing), Flying Brands (Head of Marketing)
- LinkedIn: [https://uk.linkedin.com/in/mark-sherwood-51689726](https://uk.linkedin.com/in/mark-sherwood-51689726)
Actionable Insights
Mark Sherwood’s strategic direction at Bulk™, comprehensive background in direct marketing, deep CRM expertise, and commitment to personalization and sustainability position him as a high-influence decision-maker. Engagement approaches that align with Bulk’s values—data-driven personalization, sustainability, omnichannel enablement, and operational flexibility—are likely to resonate. His openness to advanced marketing technologies and process optimization marks him as a receptive executive for value propositions around customer data, CX automation, or efficiency-driven ecommerce solutions.
