Kim Hulse – Retail Marketing & E-Commerce Consultant
Practical strategy. Human insight. Real results.
With over 20 years of retail experience, Kim Hulse is a marketing and ecommerce consultant who helps independent retailers, product-based businesses, and high street organisations find clarity in their strategy – and results in their revenue. Whether she’s optimising, the product range, remapping a customer journey, or developing a brand-led digital content plan, Kim brings the perfect blend of commercial savvy and personal connection who blends deep industry insight with a calm, no-nonsense approach. She helps independent retailers and both service and product-based businesses get clarity on their marketing, strengthen their customer experience, and drive both online and offline sales.
Kim’s background in product management for a £500m national retailer gave her a rock-solid foundation in commercial retailing but it’s her work over the last decade as an independent consultant that has made her a go-to expert for businesses looking to scale. From customer journey mapping and digital content strategy to sales funnel fixes and ecommerce optimisation, Kim brings a refreshingly practical lens to every project.
“It’s easy to fall into the trap of trying too many things in quick succession,” she says. “But good marketing takes consistency. I help clients understand what’s working, tweak what isn’t, and stick with a plan long enough to see real results. Retailers need to be omnipresent, ready to serve customers seamlessly whether they’re browsing in person, on social, or online.
Her early career in product management and merchandising for national retailers gave her a rock-solid foundation in buying, customer insight, and data-led planning. But it’s her work as an independent consultant over the last decade that’s truly shaped her approach: strategic where needed, scrappy where it counts, and always led by what’s best for the customer.
Kim supports businesses of all shapes and sizes – and tailors her approach accordingly.
For small businesses, strategy often starts in bite-sized meetings. “They’re usually working in the business while trying to work on it,” she explains. “So I do the heavy lifting in the background, making sure we build strategies they can actually deliver – based on their capacity, processes and capabilities.”
For larger retailers and organisations, she leads more structured programmes, including research, collaborative workshops, and phased rollouts with clearly defined goals and team responsibilities. The format may differ, but the heart of it remains the same: helping retailers thrive.
Kim’s Expertise:
- Retail Marketing Strategy
- Omnichannel Customer Experience
- E-commerce Optimisation
- Digital Content & Campaign Planning
- Product & Category Development
- Customer Journey Mapping
- High Street & Destination Marketing
- Independent Retail Support
A few of Kim’s favourite things:
Tea over coffee (but she’s working on drinking more water at home!)
Knitting to unwind – it’s creative, productive, and reminds her of following (and improving) a strategy.
Shopping small – her local boutique knows her style better than she does, and her pet shop offers advice you won’t get from an algorithm.
Career swap fantasy? University lecturer for a day – inspiring young minds and soaking up campus energy.
Kim is also a key contributor to Retail Reckoning, where she explores the real challenges (and overlooked opportunities) facing today’s UK retailers. She supports Visit Knowle, a local destination partnership championing the future of independent local businesses, delivering business support and leading on place marketing.
Outside of consultancy, Kim is a passionate supporter of the British high street, a lifelong knitter, and dog mum to Monty the shoplifting spaniel, her beloved sidekick who’s not above sneaking treats from the pet shop when backs are turned.
Her dream shop? Opening a pet shop combining product and service and a bit of pampering for pets. You can’t groom a pet online, and our local pet shop is fantastic for advice. “Retail today is about experience, service and connection you need to offer something people can’t get online. And yes, Monty would absolutely be on the shop floor.”
One piece of advice for retail start-ups?
“Take time to plan before you start. Build your brand strategy and always ask: is this good for my customer and true to who we are?”
Retail isn’t about guessing – it’s about knowing which retail levers to pull when, blending facts and flair. And that’s exactly what Kim delivers.