Equity Brands eCommerce Growth

Transforming E-commerce Strategies for Amazon and D2C Success

Major Marketplaces

Challenges

  • High Complexity: Managing eight key brands of heritage licensee brands (Black+Decker, Betty Crocker, Gotmilk snacks) and private in-house brands across major retail marketplaces and D2C Shopify platforms.

  • Platform Barriers: Overcoming high dependency on Amazon, its high fees, and limited customer data access while ensuring long-term eCommerce business growth.

  • Audience Engagement: Creating meaningful connections with diverse audiences through personalized and scalable marketing campaigns.

Objectives

  • Build sustainable eCommerce growth across retail and D2C channels.

  • Enhance customer retention & engagement through CRM optimization.

  • Elevate brand visibility and credibility through cross-channel campaigns.

Key Results

  • Redesigned Amazon marketing strategies, shifting focus beyond Pay-Per-Click ad campaigns to email outreach, shoppable videos, influencer-driven social content, social ads, and affiliate marketing, achieving efficient and scalable pipelines.

  • Initiated Amazon Email Campaign boosting email open rates to 16.5% and delivered an 8,217x ROI on $0 ad spend email campaigns for 3 months targeting 70,000+ customers for Black+Decker.

  • Increased Shopify conversion rates by 216% and returning customers by 132% through AI-optimized Google Performance Max Ads and targeted CRM workflows, generating and nurturing new leads.

  • Elevate brand visibility and credibility through cross-channel campaigns (Paid ads, Social ads, Email, Influencer Partnerships)

  • Directed TikTok and Instagram campaigns collaborating with micro-influencers, achieving 35% sales growth and 10.5% peak engagement for Black+Decker and Commercial Chef seasonal product promotions.

  • Designed integrated promotional calendars for major retailers like Amazon and Target, maximizing ROI across synchronized seasonal campaigns.

Portfolio Highlights

  • Betty Crocker: Delivered audience segmentation strategies that drove an 18% increase in email sign-ups and significantly improved Shopify performance. Achieved 290% order growth and 237% net sales increase in 2023.

  • GotMilk Snacks: Implemented automated re-engagement campaigns, increasing traffic by 65% and boosting customer retention by 132%.

  • Black+Decker Seasonal Campaigns: Leveraged influencer-driven UGC, generating 25,000+ views and doubling TikTok and Instagram engagement.

Brands
Heritage licensee brands + Private in-house brands

Year
01/2023 - 06/2024

Company
Equity Brands

Industry
Home/Kitchen Appliances, Consumer Goods

Micro-Influencer Campaigns

Multi-Channel Campaigns

  • Amazon Email

  • Shoppable Video

  • Influencer Content

  • Social Media

  • Facebook Ads

  • Shopify eCommerce

  • Email Campaign

  • Google Ads

  • Affiliate Marketing

Next

Project 2 - Digital Transformation in Fashion Retail