WORK
Marketing Infrastructure
About the Project
A luxury vacation-inspired jewellery brand was growing organically with founder-led brand marketing efforts and performance-based ads but no CRM infrastructure, no email or whatsApp strategy, and no retention system. Sales depended on the founder's direct community building, organic PR and paid ads, with no way to nurture existing customers or recover abandoned carts.
What I Did
I came in to sort this organic chaotic growth into scalable systems. I built their email and WhatsApp CRM systems using Klaviyo and DelightChat. Created strategic automation flows: abandoned cart recovery, order confirmations, and post-purchase sequences that captured the consumer from order through to three months later.
Designed the abandoned cart flow to enable real conversations; customer support was able to clarify questions and convert hesitant buyers. Created campaign strategies for collection launches, editorial features, and personalized WhatsApp+Email promotions that maintained luxury brand positioning while driving conversions.
Results
60.9% growth in email subscribers with 42% open rates. 4.11 ROAS on WhatsApp. The abandoned cart flow became the highest converter, turning fence-sitters into customers through conversation. 72% increase in repeat purchase rate. Contributed to 67% conversion increase and 76.5% revenue growth.
Social Content Strategy
About the Project
An emerging premium jewelry brand's Instagram was stuck as the founder's personal account. Beautiful grid, but random stories, almost non-existent video content, and no replicable system. Content creation depended entirely on founder availability and mood, making growth impossible to scale.
What I Did
Developed comprehensive content strategy translating founder's aesthetic into transferable brand guidelines. Created structured frameworks for stories to feel "casually intentional" rather than sporadic. Introduced video production: behind-the-scenes, product showcases, and engaging reels.
Pioneered relatable text-based content that humanized the brand, posts that felt like a friend sharing, not corporate marketing. Trained junior team members to execute independently using the clear system.
Results
28% relevant, intentional follower growth with 81% engagement from non-followers, proving strong shareability beyond existing audience. Content made the brand discoverable through Instagram's discovery feed.
Key proof of success: an intern could create perfectly on-brand content without any supervision, demonstrating the system's scalability and sustainability.
Campaign Strategy
About the Project
A demi-fine jewelry brand needed a collection launch that broke category conventions. The product line featured deliberately imperfect textures and embossed cracks, unconventional for jewelry marketing that typically emphasizes flawlessness. The challenge was creating a campaign concept that positioned these "flaws" as beautiful and aspirational.
What I Did
Developed the complete campaign concept "Flawsome" with the tagline "Raw. Flawed. Beautiful." Positioned stretch marks, vitiligo, acne, and other so-called "imperfections" as what makes beauty authentic: mirroring the jewelry's intentionally textured design.
Created comprehensive brand world: moodboards, styling direction (natural fabrics, muted tones, minimal dewy makeup), golden hour photography concepts, and casting strategy featuring models known for embracing visible differences like vitiligo and alopecia.
Designed full social media rollout including Instagram Stories, teaser sequences with tap-through poetry, pre-launch product previews, launch day imagery, grid planning, and text-based storytelling posts.
Results
Delivered complete campaign ready for execution: concept, creative direction, photography guidelines, casting, and social media content strategy. The "Flawsome" positioning gave the brand a distinctive voice in the crowded demi-fine jewelry space, celebrating authenticity over conventional perfection.
Digital Brand Experience
About the Project
A premium jewelry brand's website wasn't communicating value. Customers didn't realize they were buying sterling silver and precious stones, leading to price objections and abandoned carts. The international site needed to establish credibility with transparency-focused European buyers.
What I Did
Audited the entire customer journey using heatmapping and competitive analysis. Restructured navigation to highlight material quality upfront. Standardized product information and enriched all metadata for better categorization.
For the international site, prioritized press coverage, celebrity partnerships, and detailed material specifications to build trust. Added wishlist, back-in-stock and chat support for better user experience.
Results
126% increase in add-to-carts and 44% increase in checkouts. Customers now understood the value proposition immediately, reducing price objections and improving conversion quality.