Shopify marketing case studies

$250K

monthly ad budget managed

3 regions

US, Canada and EU

The situation

Vention is a large B2B company selling through SaaS and e-commerce. I joined in-house as Performance Marketing Manager, responsible for paid acquisition in the US, Canada and EU, working directly with the Head of Demand Generation against a lead target and a lead quality bar.

What I did

• Built the performance marketing strategy for three regions with the Head of Demand Generation, aimed at hitting the lead target while improving lead quality and conversion rate.
• Ran Google Ads and Facebook Ads against CPA and ROAS targets, with A/B and multivariate tests on copy, design, landing pages, channels and audiences.
• Set up events in Google Tag Manager and Google Analytics, and ran conversion tests with Google Optimize.
• Built an SEO roadmap covering keyword research, content strategy, a site audit and technical fixes, and worked with the product team on page load speed.
• Built Power BI, Google Data Studio and Excel dashboards so decisions ran on data, and coordinated analytics, CRM and creative teams on a shared testing roadmap.

The result

I managed a $250,000 monthly budget across three regions, working against lead volume and lead quality targets. I don't have lead numbers I can publish from this role, so this entry describes what I built instead.

$1M

digital marketing spend managed

7

countries

The situation

I joined Maison Battat in-house as Digital Marketing Manager (B2C). The role covered digital marketing spend across seven countries, go-to-market plans for new markets, and reporting consumer experience data to senior leadership.

What I did

• Managed $1 million USD in digital marketing spend across seven countries on Google Ads, Facebook, Criteo and Amazon marketing services.
• Built go-to-market plans for new markets.
• Reported consumer experience data to senior leadership with Google Data Studio and Power BI dashboards.
• Project-managed the SEO work that improved organic rankings for two of the brand's websites.
• Led the brand websites and the brand landing pages on Amazon, and implemented Google Analytics, Tag Manager and the Facebook events manager.

The result

I managed $1 million in digital marketing spend across seven countries, and project-managed the SEO work that improved organic rankings for two websites. I don't have sales figures I can publish from this role.

+491%

monthly revenue

4.78

avg. Facebook Ads ROAS

7.23x

Google Ads ROAS

34.6%

revenue from email

The situation

Taylrd is a premium menswear brand that was part of Propagate Brands. I joined as its performance marketer after five years without a profitable one, was promoted to Marketing Director, and helped take it to its first profitable year and an acquisition. After the acquisition I stayed connected to the brand, and once I founded Branva we ran a focused growth sprint across email, Meta and Google.

What I did

• Restructured paid acquisition in-house around ROAS targets and cut spend on anything that could not meet them, then later rebuilt the Meta and Google accounts again post-acquisition around clear awareness, prospecting and conversion stages.
• Built a full Klaviyo program of welcome series, abandoned cart, post-purchase and win-back flows that carried 34.6% of total revenue.
• Ran an Advantage+ Shopping campaign to an 8.62 ROAS and captured branded search on Google at a 17.30 ROAS and 13.53% conversion rate.
• Deployed AI-assisted customer support workflows, grounded in Taylrd's own brand and policy knowledge base, so response times held up through the revenue spike without adding headcount.

The result

In one month, Taylrd's revenue grew 491% to $46,047.46, with Facebook Ads returning an average 4.78 ROAS and Google Ads 7.23x. Email carried 34.6% of that revenue, and support stayed on-brand through the spike without adding headcount.

+300%

total store revenue

2.8x

ROAS, Meta + Google

-40%

customer response time

100%

Amazon launch-ready assets

The situation

Shift makes 0.0mg blanks, clean zero-nicotine pouches for people who want the ritual without the substance. It's a new category that has to be explained before it can be sold, and by the time I took over, Shift had already been through two other agencies. Ads, email and tracking were all running in silos, prospecting and retargeting weren't connected, and nobody had a clear read on what was actually driving revenue.

What I did

• Took over ad management across Meta and Google and rebuilt the account structure around clear funnel stages, refreshing creative on a steady cadence instead of leaving it on autopilot.
• Rebuilt tracking and attribution from scratch: pixels, Conversions API, server-side events and UTM hygiene, feeding one reporting view instead of four disconnected platforms.
• Built low-CPM, education-led top-of-funnel prospecting to introduce a new category to cold audiences, paired with intent-based Google campaigns and Meta retargeting to convert warm traffic.
• Set up proactive customer support workflows to handle common questions before they became tickets, and built the roadmap and launch assets for Amazon and Walmart expansion.

The result

In 30 days, total store revenue grew 300% and Meta plus Google combined returned 2.8x ROAS. Customer response times dropped 40%, and Shift had a full set of Amazon-ready launch assets in place for its marketplace expansion.

+1,300%

gross sales

+642%

sessions

+1,900%

orders

2.22%

site-wide conversion rate

The situation

Brooklyn Transfers prints DTF transfers, gang sheets and print services for apparel decorators and print shops, a high-frequency, repeat-purchase business with a loyal local base. Growth was capped on three sides: the store wasn't converting at category benchmarks, local SEO presence was thin despite a clearly local buyer base, and Meta and Google Ads were running without any coordination between prospecting, retargeting and on-site conversion.

What I did

• Rewrote the core product pages to answer what DTF buyers actually need before they'll buy, turnaround time, gang sheet sizing, file specs, and cut mobile checkout friction, since 60% of sessions were on phones.
• Rebuilt local SEO: a complete Google Business Profile and local service pages targeting Brooklyn, NYC-borough and tri-state searches, with structured data and internal links.
• Restructured Meta into local prospecting, national prospecting and retargeting layers, moved creative refresh to a weekly cadence, and scaled the highest-velocity ads into Advantage+.
• Rebuilt Google Ads around brand search, Performance Max on a clean Merchant Center feed, and tightly-scoped search on high-intent product queries, rebuilding negative-keyword hygiene from scratch.

The result

In one quarter, gross sales grew 1,300% and orders grew 1,900%. Sessions rose 642% and site-wide conversion rate climbed 126% to 2.22%. The top product line alone grew revenue 15,700% as paid, local SEO and CRO reinforced each other.

+100%

total Shopify sales

-30%

ad cost per sale

4.2x

blended ROAS

+42%

add-to-cart to purchase

The situation

Lina Lennox makes 100% organic silk bonnets and accessories, with strong product quality and loyal customers, but its marketing was fragmented: different freelancers ran ads, email and social with no consistent brand voice. Paid costs were rising faster than conversions, and a high add-to-cart rate wasn't turning into purchases.

What I did

• Rebuilt creative around two core brand stories, Beauty at the Root and the Organic Silk Difference, and ran A/B-tested iterations every two weeks so every channel told the same story.
• Rebuilt Meta and Google Ads with clearer audience segmentation, separating awareness, prospecting and conversion campaigns to cut cost per acquisition by 30%.
• Built full Klaviyo automation across welcome, abandoned cart, post-purchase and replenishment flows, plus monthly story campaigns built on customer content.
• Cleaned up the Shopify admin: restructured collections, standardized product data, and fixed the checkout and product-page friction that was capping the add-to-cart to purchase rate.

The result

In 60 days, total Shopify sales grew 100% while ad cost per sale dropped 30%. Meta ads returned 2.4x ROAS, blended ROAS across channels reached 4.2x, and add-to-cart to purchase conversion improved 42%.

10%

CTR on symptom-first Meta ads

14 days

store, flows, ads and affiliates live

The situation

Myndr is my own brand, not a client engagement: a DTC brand for women in early perimenopause, built around the brain fog that comes with it. Before writing any ad copy I had to place the customer correctly. Pain-aware and symptom-aware are different conversations, and most of this customer is still symptom-aware: noticing something is off, not yet searching for a product to fix it.

What I did

• Wrote Meta ads that mirror the customer's own words back to her, “I can't remember words I've used my whole life,” instead of pitching a product, so she feels understood before she's asked to buy anything.
• Built a quiz funnel that picks up from that moment of recognition and walks her toward an answer, rather than dropping her on a product page.
• Launched the Shopify store with welcome, abandoned cart and post-purchase Klaviyo flows live from day one, and SEO-optimized blog content loaded before launch instead of left for later.
• Got approved on impact.com for affiliate tracking, applied to CJ, and submitted the brand to Thingtesting and Thingdrop for organic discovery.
• Ran the build on an AI stack: ChatGPT sourcing and drafting daily influencer outreach from my inbox, Claude running the website and landing page build start to finish, and Branva handling email builds, ad analysis and reporting.

The result

Symptom-first Meta ads are returning a 10% CTR, because the ad isn't asking her to buy yet, it's asking her to recognize herself. In the first 14 days: a live store, active email flows, SEO content live from day one, affiliate tracking approved, and the first paid ads and creator seeding out the door. Next test is a purchase-conversion angle running alongside the symptom-first one.

+183%

email revenue

3.8x

ROAS on paid ads

+156%

subscriber list growth

-38%

customer acquisition cost

The situation

Ruthi Human Hair is a luxury human hair brand with a loyal customer base, but its marketing hadn't caught up to its positioning. Email was mostly basic broadcast sends with minimal automation, and paid advertising wasn't delivering results that justified the spend.

What I did

• Rebuilt the Klaviyo program with an automated welcome series, post-purchase follow-ups and VIP customer segments, written to keep the luxury tone while still asking for the sale.
• Optimized ad creative and targeting around high-value customers, using premium imagery and refined audiences instead of broad prospecting.
• Rebuilt conversion tracking so ad performance could be measured and optimized with confidence.
• Grew the subscriber list through optimized pop-ups, post-purchase capture and lead magnets built for quality over volume.

The result

Email revenue grew 183%, the subscriber list grew 156%, and average open rate held at 42%. Paid ads returned 3.8x ROAS with ad revenue up 145%, while customer acquisition cost fell 38% as targeting and creative improved.

The situation

MaxPro60 sells a topical comfort product. Products like this cannot make the claims a customer would naturally search for, so the usual direct-response playbook gets ads rejected. The store also had no reliable tracking in place.

What I did

• Set up the ad account and a clean pixel, with server-side tracking so Meta receives purchase events it can trust.
• Wrote a compliance-safe copy framework: what the ads can say, what they cannot, and how to sell the benefit without the claim.
• Launched and managed the Meta campaigns myself through to consistent purchase conversions.
• Built the core email flows so paid traffic has somewhere to go after the first visit.

The result

The campaigns are delivering purchase conversions. The next phase is testing more video ad formats and starting conversion rate work on the site.