Projects
Some brands come with a clear direction. Others are still finding it. I've worked with both - across e-commerce, identity, content, and everything in between.
Strategy, identity, e-commerce, content, visual production - this is a selection of my work across all of it... All of them started with a clear brief and a decision to do it properly.
Amazon Product Research & Launch — End-to-End Strategy
$62K in 4 months from a blank page. Full product research, validation, supplier sourcing, listing build, and launch execution for a new Amazon FBA brand in home & kitchen.
Amazon Listing Optimisation — Clean Beauty Brand
Conversion rate doubled in 90 days. Full listing rewrite, A+ content redesign, keyword architecture, and review strategy for a US clean beauty brand on Amazon.
Etsy Revenue Growth — Full-Funnel Marketplace Strategy
From $4,200 to $38,400/month in 6 months. Brand rebuild, marketplace SEO, email flows, and UGC program for a US luxury home fragrance brand on Etsy.
CRM & Customer Retention — Lifecycle Strategy
9-month CRM programme — RFM segmentation, post-purchase flows, loyalty architecture, win-back. Repeat rate 11%→38%, LTV €62→€186, €124K revenue.
Pinterest Ads — Visual Discovery Strategy
6-month Pinterest strategy — board SEO, Shopping Ads, saveable creative, seasonal calendar. 4.2× ROAS, 18-month content lifespan, €41K revenue.
TikTok Ads — Short-Form Performance Case Study
6-month TikTok strategy — UGC briefing, hook testing, Spark Ads, and TikTok Shop. 72% VTR, 4.1× ROAS, €58K revenue.
Email Marketing & Klaviyo — Retention Strategy
Full Klaviyo programme — welcome series, automated flows, RFM segmentation, A/B testing. 38:1 ROI, 44% open rate, €112K revenue.
Creative Strategy — Ads Creative Direction
6-month creative system — brief framework, hook testing, UGC direction, platform formats. 34% win rate, 8.2× best ROAS, 84 assets produced.
Full-Funnel — Awareness to Retention
12-month full-funnel strategy — channel mapping, audience sequencing, attribution, retention. −44% blended CPA, 2.8× LTV increase, 7 channels integrated.
Product Launch — Full Go-to-Market
6-week GTM launch — waitlist strategy, multi-channel coordination, paid amplification. €44K week-1 revenue, sold out in 9 days, 6.2× ROAS.
Meta Ads — Performance Marketing
4-campaign Meta Ads case study — cold audience launch, lookalike scaling, DPA retargeting, and Q4 peak season. ROAS from 1.8× to 6.1× over 6 months.
Google Search Ads — Full Year
4-phase Google Search Ads strategy — keyword architecture, Quality Score engineering, competitor conquesting, and tROAS scaling. ROAS from 1.6× to 6.2×, €210K revenue.
Google Performance Max — Case Study
10-month Google PMax strategy — audience signal architecture, 5 asset groups, creative testing, and Q4 scaling. ROAS from 1.4× to 5.9×, €166K revenue.
Google Demand Gen — Account Rescue Case Study
Demand Gen account inherited at 0.6× ROAS and €94 CPA — rebuilt through 4 structured fixes over 6 months to 4.4× ROAS, €26.80 CPA, and €157K revenue.
Google Display & Remarketing — Full Year Case Study
12-month Google Display and Remarketing strategy — audience temperature architecture, sequential creative, placement exclusions, and Q4 scaling. ROAS from 1.4× to 6.3×, €116K revenue.
Google Shopping Ads — Full Year Case Study
12-month Google Shopping strategy — feed optimisation, product tier segmentation, tROAS bidding, and Q4 scaling. ROAS from 1.2× to 7.2×, €195K revenue.
YouTube Ads — Video Performance
Full-funnel YouTube strategy — TrueView, Video Action Campaigns, Bumper Ads, and remarketing. 68% VTR, 3.6× blended ROAS, €66K attributed revenue.
CRO — Checkout Optimisation Case Study
Checkout abandonment audit — 32% completion rate, 3 root causes identified, fixed to 61%. Shipping surprise, forced registration, and missing trust signals diagnosed and resolved independently.
CRO Case Study — One Fix, Six Times More Sales
Product page CRO case study — 10,000 visitors, 150 purchases, one unclear delivery message. Single targeted fix increased purchases to 1,000+ with zero extra spend.
CRO Case Study — Home Decor E-Commerce
Full-funnel CRO audit for a Shopify home decor store — 0.15% CR, 10× below benchmark. Product pages, category pages, homepage, checkout, and paid campaigns optimised. Add-to-cart rate doubled.
CRO and A/B testing case study
CRO and A/B testing case study — funnel audit, PDP optimisation, checkout redesign, and landing page strategy
Content & Creative Direction - Artisan Café
Content and visual direction developed for a specialty coffee brand, focused on storytelling, product presentation, and cohesive digital brand experience.
Logo Design — La Créatrice Lab
Founder brand logo design for La Créatrice Lab. Handwritten signature logotype paired with structured LAB typography — concept rationale, 5-colour palette, and multi-background logo application system.
Amazon A+ Content — Skincare
4-module Amazon A+ content for a luxury skincare brand — compliance copywriting, visual hierarchy, and beauty category strategy.
Shopify Store — Que du Bois Atelier · E-Commerce Build
Complete Shopify store build for Que du Bois Atelier — store architecture, UX, product pages, copywriting, photography direction, branding, SEO foundations, and marketing operations. Built and operated in-house.
Brand Identity — Bien Cosmétique
Complete brand identity for Bien Cosmétique — a fictional luxury beauty brand. Brand strategy, visual identity system, logo, colour palette, typography, creative direction, storytelling, and brand applications.
Etsy Shop — Que du Bois Atelier · E-Commerce Case Study
Full Etsy shop build and management for Que du Bois Atelier — 293 sales, 5.0★, 89 reviews, 3 years Star Seller, 20K+ shop visits. Shop SEO, product photography, branding, and customer communication.
Brand Print Materials — Menus & Price Lists
Menu and price list design across three business types — a specialty café, a restaurant, and a beauty studio. Each design was built from a distinct brand personality, with typography, layout, and visual hierarchy treated as strategic decisions rather than decoration. 9 original designs, 6+ formats, print and digital. Concept project created for portfolio demonstration.
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built around strategy?
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Paris-based. Available internationally.