Case Studies
Real problems. Real systems. Real results. Here's how I approach eCommerce growth challenges.
HawksBill: Live P&L & Reporting System
Built a real-time net revenue tracking system from scratch using AI
Needed a unified view of marketing spend, real returns, and net revenue impact across all channels. No existing tool could connect WooCommerce, Intacct, Google Ads, Meta Ads, and Klaviyo into a single source of truth.
Key Results
- Real-time visibility into marketing ROI by channel
- Reduced decision lag from days to hours
- Identified unprofitable campaigns within 24 hours of launch
- Team can now pivot tactics based on actual net revenue impact
UI/UX Overhaul: 2x Conversion Rate
Doubled conversion rates through behavioral economics and streamlined UX
Both websites had friction-heavy user experiences with complex navigation, poor filtering, and inconsistent branding. Customers were dropping off before completing purchases.
Key Results
- 2x conversion rate improvement on both sites
- Reduced cart abandonment significantly
- Improved average session duration
- Higher AOV through better merchandising
Paid Ads: ROI & MER Optimization
Increased ROI and MER by focusing spend on what works
Ad accounts were bloated with underperforming campaigns, unclear creative strategy, and wasted spend on distractions. Needed to cut the fat and double down on winners.
Key Results
- Significant increase in ROI across all platforms
- Improved MER (Marketing Efficiency Ratio)
- Lower CAC with higher quality customers
- More efficient spend allocation
Content Strategy: Building a Content Machine
Created systematic content production generating 3-5 videos per week
Both brands needed consistent content for demand generation but had very different resources. Proline had budget for a videographer; NaturesSeed had a team of 3 handling everything.
Key Results
- Proline: 3-5 short videos + 2 long-form videos weekly
- NaturesSeed: Consistent content output with minimal resources
- Both: Sustainable demand generation engine
- Both: Improved organic reach and engagement