Role: Brand Marketing Strategist, Digital Brand Experience, UX, Content, Lifecycle, and Campaign Creative Strategy

Overview

Office Supply is a large-scale consumer and business products reseller spanning 400K+ SKUs, 60+ product brands, and a catalog that runs from office supplies and furniture to proprietary consumer goods across CPG, DTC, and B2B channels. The B2B side drove the majority of volume, with a significant DTC consumer base running alongside it.

Prior to my joining the team, the e-commerce site had no triggered email infrastructure, no retargeting strategy, a weak search driver, no SEO structure, no schema, and no organized site structure to support either discoverability, conversion or retention. The marketing function was running on batch-and-blast email and whatever organic traffic the domain authority was earning on its own. The opportunity was to build the full performance and lifecycle engine from scratch and align it into a coherent, compounding foundation.

The Growth Model

Lifecycle Email Architecture

Every communication was promotional and batch-sent to the full list, and they had never run behavioral triggered emails. I designed and launched the complete automation suite from zero: Welcome, Browse Abandonment, Cart Abandonment, Post-Purchase, Win-Back, and replenishment-adjacent flows calibrated to category purchase cycles. Each journey was built around customer intent and behavioral signals rather than calendar cadence, with segmentation that matched message to where a buyer actually was in their relationship with the company.

Over nearly four years the list grew from approximately 600K to over 1.2M subscribers. Lifecycle email engagement doubled year over year, and attributed email revenue grew materially as the triggered system replaced batch-and-blast as the primary channel driver.

Search, SEO & Site Architecture

The site had no SEO structure, no schema markup, and no content organization designed to support discoverability. We built the foundation: category page structure, search facets, schema, content improvements across high-priority landing pages, and internal linking logic that gave both users and search engines a coherent path through a 400K+ SKU catalog. Organic search performance improved significantly, and the site began earning visibility it had previously left on the table.

Paid Acquisition & Retargeting

Retargeting and paid search were not part of the marketing mix before I joined. We implemented both, building the ad-to-landing-page alignment that most brands treat as an afterthought and tightening the message match between what a customer clicked on and what they landed on. Conversion performance improved across paid channels as a result of that alignment work, not just increased spend.

UX and Conversion Optimization

Directed UX and UI improvements across the e-commerce experience, seasonal campaigns, and category landing pages, running structured A/B testing across key categories to identify what was actually driving conversion versus what just looked good. Site revenue grew 40% year over year, and conversions doubled YoY as the combined effect of SEO, UX, paid alignment, and lifecycle work compounded.

Proprietary Brand Launches

Office Supply operated several proprietary brands across coffee, pens, paper, furniture, and consumer goods. I designed and launched go-to-market campaigns and landing pages for these products, building cohesive creative systems across web, email, and paid placements. Initial launch revenue doubled through targeted campaign strategy and cross-channel execution that treated each proprietary brand as its own distinct positioning challenge within the broader catalog.

Subscription & Recurring Orders

The behavioral mapping surfaced a clear opportunity on the B2B side: office managers reordering the same supplies on a predictable cycle were doing it manually every time. We launched a subscription and recurring-order program built for exactly that buyer, turning a repetitive manual purchase into a standing relationship. It landed especially well with the B2B base, where reliability and convenience matter more than novelty, and it added a layer of predictable recurring revenue and stronger LTV on top of the lifecycle work already in place.

Measurable Outcomes

• Site revenue grew 40% YoY driven by SEO, UX improvements, ad-to-landing-page alignment, and structured A/B testing
• Conversions doubled YoY across key categories
• Lifecycle email engagement doubled YoY after replacing batch-and-blast with a full triggered automation suite
• Email subscriber list grew from approximately 600K to over 1.2M over the engagement
• Proprietary brand launch revenue doubled through targeted go-to-market campaign strategy
• Launched a subscription and recurring-order program that drove predictable repeat revenue, with strong adoption across B2B buyers
• Paid search and retargeting implemented, with conversion performance improving through message match and landing page discipline

What This Demonstrates

This was a full marketing build for an e-commerce company that had plateaued without scalable performance systems in place. SEO, paid acquisition, retargeting, lifecycle automation, subscription program, UX, conversion optimization, and proprietary creative strategy all came online under a strategic lead because each piece depended on the others to work. That kind of full-function ownership is what moves revenue numbers in a way that isolated channel work never can.