I rebuilt the business around how people actually shop.
Instead of presenting individual products, I created a set of connected entry points designed to guide customers from discovery to conversion to expansion.
We stopped showing products and started showing how they live — shifting from isolated items to real-life environments that grouped products across categories and made the system visible. At the center was a connected structure, not a collection of campaigns, with each part playing a role in moving customers forward:
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Then I rebuilt how customers enter and move through the funnel.
The business had been over-indexed on bottom-of-funnel conversion, focused on capturing demand that already existed. But with most customers purchasing once and leaving, growth required something else: more people entering the system earlier, and better guidance once they were in it.
I shifted paid media, SEO, and content upstream to reach parents sooner — while also redesigning how the site and lifecycle worked together:
- Entry points guided where customers landed.
- Collection pages clarified decisions and differentiated systems.
- On-site modules reinforced how products worked together.
- Lifecycle flows introduced what to buy next at the right time.
- Retargeting supported expansion, not just conversion.
- PDPs were optimized to close.
Each piece worked as part of the same system — not in isolation.
Paid Media & Social Creative
A performance-driven paid social system – concepted from scratch and executed using AI and custom production, combining data-backed hooks, native motion, and educational storytelling to drive engagement and conversion.Complete Nursery Carousel
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Breathable Nursery Carousel
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