In two years, I helped The Jacket Maker, an e-commerce startup, to craft a story which brought authenticity to the business and relatability among their US-based audience.
● Helped The Jacket Maker to win the best new startup award at the 2017 RAKEZ Business Excellence Awards. Secured coverage by FORBES through active networking.
● Spearheaded the traffic-ops for thejacketmaker.com using various digital marketing channels, both organic and inorganic.
● Content and Creatives: Lead the initiative to generate and revamp the content and de-clutter the creatives for The Jacket Maker website.
a. Branding & Story
Challenge: To shape and reposition the brand story which brings authenticity and resonation among the target audience and existing customers.
Actions: Re-positioned The Jacket Maker as a direct-to-consumer brand that sells premium leather jackets and outerwear worldwide. Defined the brand promise and developed the brand book, guidelines, and identity.
Result: Successfully repositioned The Jacket Maker from a comic jackets producer to a startup that sells ready-to-wear jackets without a major dent on the sales.
b. Traffic - Ops
Challenge: To increase The Jacket Maker's website traffic using various Digital Marketing channels.
Actions:
● SEO: Did On-page and Off-page optimization to improve the search rankings on important keywords. For instance, on the main keyword ‘Men's Leather Jackets', got The Jacket Maker's website from the second page to the first page on the top spot.
● Performance Marketing (SEM/PPC): Developed ad campaigns for prospecting and retargeting on Google and Facebook. In my best campaign, I converted cart-abandoners with Slideshow Dynamic Ads and generated ROAS of 1268%.
● Newsletter/CRM: Created a strong, relevant database of 30, 000 email subscribers. Generated average monthly sales of $5000 by rolling out newsletters through MailChimp.
● Influencer Marketing: Organized various brand awareness campaigns through Instagrammers, YouTubers, and Bloggers.
Results: Doubled the website traffic from 20, 000 monthly users to 50, 000 users; a 150% increase in website monthly traffic, which lead to a great increase in monthly sales numbers.
c. Creatives, Content Marketing
Challenge: To de-clutter the creatives for better user experience and build content marketing campaigns to attract new users to The Jacket Maker sales funnels.
Actions: Grouped similar products under one listing for better browsing and experience. For the content,
contributed and helped the team to create Top, Middle and Bottom funnel content, which includes: blog posts, tutorial videos, guides, and native content, etc.
Results: The overall conversion rate of the website increased after the de-clutter. Content Marketing initiatives lead to an increase in earned media. For the company blog, increased traffic from 200 monthly users to 4000 monthly users.
d. Community Marketing
Challenge: To bring authenticity to The Jacket Maker brand which is solely an e-commerce, direct-to-consumer start-up and raise brand awareness among the wider population, i.e., to the masses.
Actions: Started pitching The Jacket Maker story to journalists who cover start-ups, tech, business and entrepreneurship for P.R. Also reached out to industry opinion makers, influencers and activists for shoutouts and endorsements.
Results: Secured placements and coverage of The Jacket Maker from major top-tier publications such as Forbes, Business Insider, Thrive Global, Investor Place, Nasdaq, and Yahoo.
- Company industry:
- Internet & E-commerce
- Job role:
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Marketing and PR
