Let’s Build Together

Case Study · Website Management & eCommerce

Owning the storefront: weekly trading to a full Shopify migration

Daily storefront trading, campaign landing pages, and the marketing seat on a complete replatform.

Brand

New Era Cap

Role

Marketing Lead · Web Content, UX & Copy

Scope

Homepage · PDP/PLP · Landing Pages · Migration

Stack

Shopify · GA4 · Hotjar · Figma · Asana

New Era Cap eCommerce storefront on laptop

The Results

0%
Reduction in cart abandonment
0%
Higher CTR from homepage to product pages
0%
Lift in mobile conversions
0%
Lower bounce rate on campaign landing pages

The Day Job

Weekly website management, run like a campaign

Homepage as a living storefront

Homepage stories launched in lockstep with product drops across every channel: planned, briefed and sequenced into one narrative flow.

Campaign landing pages

From editorial features like Peak Talk to the Motorsport Hub for Red Bull Racing, McLaren and Alpine, written with PR, social and external agencies. Mobile-first, built to be found.

Content & copywriting

Daily updates across homepage, PDPs and PLPs. SEO copy that kept ranking while campaigns rotated weekly.

The Big Project

Migrating a legacy CMS to Shopify

The objective: modernise the UX, improve content management, and build a platform that could actually support marketing campaigns at speed.

My role

  • Represented marketing in cross-functional planning
  • Led homepage, navigation and UX layout decisions
  • Wrote copy and briefed in visual assets
  • Drove content strategy for launch

What shipped

  • Competitor & UX research to ground layout decisions in behaviour, not opinion
  • New featured product block on the homepage
  • Simplified navigation: fewer clicks from landing to product page
  • SEO-optimised landing page copy across the launch content

Working with developers, designers and UX specialists, the result was a site with seamless functionality, visual coherence, and the conversion numbers above.

The Deck

Inside the storefront.

Case study deck, scope of website management
Case study deck, homepage management
Case study deck, campaign landing pages
Case study deck, migration and redesign project
Case study deck, migration outcomes
Case study deck, tools stack
Case study deck, closing summary

“I bring creative insight, technical know-how and marketing strategy together to build seamless shopping experiences that convert.”

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