Commerce

Winning in ecommerce and marketplaces takes more than great products—it demands a strategy laser-focused on market trends, consumer behavior, and bottom-line impact. I craft actionable roadmaps that cut through market headwinds, tackling challenges like differentiation, channel optimization, and customer journey alignment. From big-picture strategy to flawless execution, I deliver solutions that drive sales, build loyalty, and maximize conversions across every touchpoint.

Direct-to-Consumer Disruption

The Situation:

A medicinal cannabis company needed to quickly launch a commerce platform to augment its rapid brick-and-mortar store expansion. Due to the strict commerce compliance requirements associated with this industry, not just any e-commerce platform could be used. Also, due to the negative image associated with cannabis, content, and message optimization was needed to destigmatize the products and reduce barriers to online sales.

My Approach:

I developed targeted personas to pinpoint the primary user groups, informing my content strategy and website structure. I conducted a competitive analysis and vendor assessments that guided product merchandising, curation, and strategic positioning, aligning with stringent requirements and benefit-driven messaging. I also successfully vetted ecommerce vendors to mitigate risk to the brand.

Impact:

15% increase in conversion rate
20% increase in Average Order Value compared to in-store
Product insights gleaned from online feedback