(CPG, DTC E-commerce)

Partner Name & Type:

Equell, direct-to-consumer UK-based equine nutrition and performance supplements brand.

Role & Ownership:

Brand and growth lead with end-to-end go-to-market ownership across creative briefs, brand and packaging, e-commerce experience, brand messaging, curated content, SEO, social and influencer initiatives, subscriptions, and email retention strategy.

Opportunity:

UK-based premium equine supplement brand that developed performance-based product formulations but lacked the digital infrastructure, trust, and funnel clarity to convert skeptical, protective horse owners. The objective was to build a brand identity and performance digital ecosystem that could educate cold traffic, maximize immediate conversion, and build a predictable recurring revenue model from the start.

Strategy & Execution:

• Go-to-Market Strategy: Led brand identity, packaging design, and digital strategy, ensuring the product story translated into a consistent customer experience across retail, web, email, and social.
• Content-to-Commerce Funnel: Recognized that equine supplement buyers require clarity, trust and education before purchasing. Built high-authority organic content hubs targeting acute pain points that funneled readers directly into high-tier, specialized product solutions.
• Shopify UX Architecture: Developed outcome-based usage categories that organized the catalog around what the customer was trying to solve, then built the content and product information on each page to prove those outcomes and support the purchase decision.
• Customer Longevity & LTV: Integrated subscription model directly into the primary purchase loop to convert buyers into long-term predictable revenue.
• Lifecycle Automation: Built a full-funnel email automation suite (Welcome, Browse Abandonment, Cart Abandonment, Post-Purchase Education, Replenishment) designed to build community, protect margins, and maximize Customer Lifetime Value (LTV).

Measurable Outcomes & Impact:

By focusing on pure strategic design and organic execution, the ecosystem achieved enterprise-level e-commerce benchmarks within the first 12 months on Shopify:

• 4.46% Conversion Rate: Doubled the global e-commerce average (typically 1.5%–2%), peaking at 4.95% in early 2026. This proved the alignment of brand messaging, user experience, and purchase intent.
• 23% Recurring Revenue Baseline: Secured nearly a quarter of all store sales through automated subscription adoption in year one, establishing a predictable monthly cash flow baseline.
• Efficient Customer Retention: Driven by post-purchase lifecycle strategy, the overall returning customer rate reached 44.29%, spiking to 52.93% by early spring 2026.
• Compound Growth: Customer cohort analysis demonstrated immediate trust and product efficacy, with early cohorts achieving a 31.8% to 40.5% return-to-shop rate within just 60 to 90 days of their initial purchase.
• Built for Paid Scaling: When paid acquisition channels launched, the pre-optimized site converted Google Paid traffic at 11.29% and Facebook Paid traffic at 3.33%. Paid traffic didn’t fix the site; the site maximized the paid traffic.
• Rapid Inventory Velocity: Achieved exceptional product sell-through rates led by the respiratory product line at 82.76% and the joint/muscle line at 70.19%.

Hypotheses

Hypothesis 1: Authority

Anchoring the top-of-funnel in educational content regarding equine health issues, we will bypass the traditional skepticism of the equestrian community, resulting in organic traffic that converts at 3x the industry standard.

The Proof: Organic search sessions yielded an elite 6.59% conversion rate, proving high-intent education outperforms generic product pitching.

Hypothesis 2: Predictability

By positioning supplements as a monthly utility rather than a luxury purchase, and building the UX to favor subscription adoption seamlessly at checkout, we can secure a 20%+ baseline recurring revenue stream in Year 1 without increasing acquisition costs.

The Proof: Recurring subscriptions immediately scaled to drive 23% of total store revenue inside the first 12 months.

Hypothesis 3: Retention

By using automated post-purchase email flows to educate owners on correct supplement loading doses and long-term behavioral benefits, we can maintain a 40%+ customer return rate naturally, preserving margins.

The Proof: Returning customer rate stabilized at 44.29%, spiking to 52.93% during high-engagement periods.

Performance Creative

Beyond the metrics, the work was built on a creative framework designed for the client to scale long after the engagement ended. The brief sample below shows how that thinking translated into individual campaign concepts.

Read the thinking behind the work samples →