(CPG Reseller, B2B and DTC E-commerce, Proprietary Brands)

Partner Name & Type:

Office Supply, large reseller of consumer office and home products across B2B and DTC, with proprietary product lines (coffee, pens, paper, furniture, and more).

Role & Ownership:

Brand Marketing Strategist leading digital brand experience, UX and content strategy, lifecycle email strategy, and campaign planning and optimization. Partnered with agencies and channel owners for day-to-day paid execution while owning strategy, creative direction, and performance priorities.

Opportunity:

The opportunity was to improve e-commerce conversion and lifecycle engagement while strengthening the brand’s digital experience across categories and supporting growth for proprietary brands. The business required tighter alignment between acquisition, landing page performance, customer journey, and retention.

Strategy & Execution:

• Directed UX/UI and content strategy across e-commerce experiences, seasonal campaigns, and category landing pages to tighten message match and improve conversion paths.
• Improved search visibility and onsite performance through SEO-focused content improvements and tighter landing page experiences.
• Led email marketing strategy and lifecycle improvements across triggered journeys and promotional campaigns, aligning content to customer intent and category seasonality.
• Architected and optimized a customer email automation suite (welcome, browse, abandoned cart, post-purchase, win-back) that increased attributed email revenue and stabilized LTV through improved journey design and segmentation.
• Designed and launched targeted campaigns for proprietary brands, building cohesive creative and promotional systems across web, email, and paid placements.
• Used performance reporting to inform leadership decisions, improve efficiency, and strengthen alignment across marketing efforts.

Measurable Outcomes or Impact:

• Increased site revenue +40% YoY by improving site content and SEO, strengthening ad-to-landing-page flow, enhancing UX and site search, and tightening landing page experiences.
• Grew proprietary brand go-to-market launch revenue +100% through targeted campaign strategy and cross-channel execution.
• Doubled lifecycle email engagement +100% YoY across welcome, browse, cart, post-purchase, and win-back flows, supported by improved segmentation and promotional cadence.