Laura Geller

Challenge:

As the eCommerce Manager for laurageller.com, I embraced the challenge of optimizing the brand's online presence and spearheading successful digital marketing campaigns. With determination and strategic thinking, I tackled key obstacles by aligning promotional intent with stock levels and coordinating inventory requirements across departments. Moreover, I met and exceeded revenue goals by elevating email marketing efforts, equipping customer service with product knowledge and effective communication skills with the third-party graphic design team via a combination of design briefs and direct communication. I promptly utilized my graphic design skills to implement changes for the brand's online direction whenever it made the most financial and time-efficient sense.

Through rigorous A/B testing, I honed our communication strategies and effectively managed affiliate marketing assets. To further enhance our performance, I conceptualized comprehensive digital marketing calendars and expertly multitasked to provide support to various departments, ensuring seamless operations.

Solution:

Promotional Editing and Alignment:

I meticulously edited the promotional intent for key seasons, such as Black Friday, Cyber Monday and periodic campaign launches, taking into account inventory levels, revenue goals, and customer trends. This ensured that our messaging and offers aligned with customer expectations, maximizing campaign performance.

Collaboration and Customer Service Training:

In a cross-functional environment, I trained the customer service manager on product knowledge and addressing client concerns. This collaboration resulted in win-win resolutions, enhancing customer satisfaction and loyalty.

eCommerce Site Merchandising:

Utilizing the Magento CMS platform, I merchandised the eCommerce site to optimize campaign performance and ensure seamless product availability. By carefully curating the product display and leveraging Magento's capabilities, we provided a user-friendly and visually appealing shopping experience.

Targeted Email Campaigns:

To enhance our email marketing efforts, I created targeted email campaign segments based on traffic and conversion data. By considering factors such as optimal send time and audience responsiveness, we achieved more personalized and effective communication with our customers.

A/B Testing and Audience Segmentation:

I conceptualized email campaigns through A/B testing and audience segmentation, enabling us to refine our communication strategies and deliver targeted messages. This streamlined our email marketing efforts and improve campaign effectiveness.

Affiliate Marketing Management:

Proactively managing the monthly updating and reporting of affiliate marketing assets, I achieved an impressive Return on Advertising Spend (ROAS) of 327%. By aligning the assets with our monthly goals and campaigns, we maximized the impact of our affiliate marketing efforts.

Strategic Digital Marketing Calendars:

Drawing on strategic foresight, I leveraged social trends and business needs to conceptualize and refine our digital marketing calendars. This ensured that our marketing initiatives were timely, relevant, and aligned with our overall business objectives.

Results:

  • Aligned promotional messaging with stock levels and revenue goals for key seasons

  • More personalized and effective email communication through targeted segments

  • Enhanced customer satisfaction and loyalty through collaborative customer service training

  • User-friendly and visually appealing eCommerce site through strategic merchandising

  • Refined communication strategies and improved campaign effectiveness through A/B testing

  • Impressive ROAS of 327% in affiliate marketing efforts

  • Timely and relevant marketing initiatives through strategic digital marketing calendars

Conclusion:

As the eCommerce Manager for Laura Geller Beauty, I successfully optimized the brand's online presence and drove successful digital marketing campaigns. By aligning promotional intent, enhancing email marketing, training customer service, optimizing the eCommerce site, refining communication strategies, managing affiliate marketing, and conceptualizing digital marketing calendars, I contributed to the brand's growth and success, especially during the fast-paced and lucrative holiday season. Through effective collaboration, agile content management, and strategic decision-making, I fostered an environment that adapted to market changes and achieved exceptional results for Laura Geller Beauty.