GATHR Outdoors, Director of Digital Merchandising (contract), 2023 to 2024
Five brands, one playbook
$70K+Influenced by the first holiday gift guide, Nov 5 to Dec 25 (GA4)Five outdoor brands, nobody guiding launches, and a company trying to cross-sell between them. I gave them one playbook and their first gift guide.
- Sites
- 5 brand sites on Shopify Plus
- Launched
- 7 product campaigns
- Tools
- Shopify Plus, Shopify Hydrogen, GA4
What was broken
Nobody was guiding product campaign launches on digital, across any of the five brands. The company wanted to cross-sell between brands and had no approach for doing it.
What I did
I created the cross-selling approach and wrote the digital merchandising and marketing best practices, one playbook for all five sites. I launched seven product campaigns, and made product listing and detail pages consistent in layout, ADA compliant and optimized for search.
What changed
The company had its first holiday gift guide, and $70K+ in revenue it influenced between November 5 and December 25.
The gift guide as the hub
GATHR had never run a gift guide. I built it as a landing page and made it the center of the season: multiple emails and social posts pointed to it, new launches were featured on it, and hero banners rotated on a set roadmap.
In GA4 I tracked customers who interacted with the guide and then bought. That influenced revenue came to $70K+ in under two months.
By the numbers
“Out of any leadership role I’ve worked with, Blake has been the most influential, collaborative and resourceful person I have been able to learn from.”