All experience
1 store
Shopify rebuilt end-to-end in custom Liquid, HTML and CSS
2 platforms
Meta and Google Ads run together, optimised on an ongoing loop
Seasonal
Launch funnels and landing pages for drops — not only the homepage
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Case study
Dec 2024 – May 2025Senior Digital Marketing Manager
Feather n Weave (Freelance)
Took store, search, and paid media as one system: the Shopify theme, how products get found, and the campaigns that actually sell them.
D2C fashion & ecommerce
2 of 5
The brief
A D2C apparel brand lives or dies on the store experience, organic discovery, and paid traffic that can convert. Those pieces were treated as one brief, not three vendors.
Seasonal drops needed their own path — a page and a funnel — not just a boost on the homepage.
How I approached it
- Fix the store first so ads and SEO have somewhere solid to land.
- Clean up technical and on-page SEO so products can rank without fighting the theme.
- Run Meta and Google Ads as an ongoing test loop, with extra landing pages when a launch needed its own story.
What I actually did
Shopify store, end to end
Led Shopify development in custom Liquid, HTML, and CSS. Theme, templates, and merchandising layouts were built to match the brand and to make product pages easier to shop — not a stock theme with a logo swap.
Technical and on-page SEO
Worked through crawl, titles, internal links, and on-page structure so collection and product pages could pick up organic visibility instead of hiding behind thin templates.
Meta and Google Ads
Ran paid campaigns on Meta and Google with ongoing optimisation: who sees the ad, which product it points to, and whether the spend was actually producing orders rather than cheap clicks.
Seasonal launch funnels
Built dedicated landing pages and funnels for product launches so a drop had its own path from ad to cart, instead of dumping everyone on a busy catalogue.
Tools & channels
Managing Video & Content Production
Beyond the store and the ads, I managed the video creation and content production agency behind Feather n Weave's campaign and social content end to end.
That covered finding artists and on-camera talent who could genuinely connect with an Australian audience, finalising shoot locations, sharing clear creative references for the exact look and feel needed, and staying hands-on through every stage of production — from brief to final cut.