Digital Marketing / Ecommerce / Growth / Growth Marketing Projects

Whitaker Brothers

I directed Digital Marketing, Advertising and Development heading the Internet Group for a company focused on high-security data destruction equipment and professional-grade office machinery. It was a massive B2B and B2G play. Clients included the CIA, the US Senate, the FBI, the US Navy, tier-one Defense Contractors, our Embassies, non-Defense Corporations, and so forth. I oversaw a $30k outside-spend budget monthly, covering all elements of E-commerce...as well as all tech infrastructure, market research, benchmarking, data stack, predictive analytics, comprehensive multi-channel full-funnel reporting, custom application development and all system integrations.

I re-platformed them to:

Revenue explosions

Picture a company doing a lot of business with the government (since 1945) that simply could not move the needle with its online sales. The same revenues year in, year out.

Can One Have Fun With a Brand Like That? With the things they sell?

You bet you can. Humor sells industrial-grade paper cutters:

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Humor can sell high-security data destruction equipment...

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Producing whiz-bang 3d scroll-stopping content? Also effective:

Play Video about Proton T1.5 Degausser

Sure, creating content collateral is fun, and it's really important for top-of-funnel...but the bigger picture is about the application of a larger growth philosophy.

What happened when I applied that philosophy?

Well:

This project was a reverse 360 slam dunk in marketing and merchandising terms.

In honesty, I surprised myself.

The architecture and re-engineering of the site made the online portion of the business take off like a stabbed rat.

Margins increased while lowering ad spend and I essentially doubled revenues in the first fiscal quarter post-launch.

Executing every function of an entire agency:

Steered the platform migration from K-Ecommerce to Shopify Plus with an 81% boost in revenue within the first 90 days post-go-live of the website.

Deployed a Discounting Program with 500% YoY product sales growth three months after the launch.

Led the integration of third-party bridge-ware connecting the Microsoft Dynamics GP ERP system to Shopify Plus seamlessly.

Guided all efforts for Google Ads (CPC, Shopping, Shopping Actions, and Display Remarketing Ads), Bing Ads, Facebook Dynamic Product Ads, and Amazon Sponsored Product Ads campaigns.

Spearheaded full website event reporting capabilities, encompassing full-funnel analysis. Catalog product feed syndication to various third-party networks.

Generated remarketing audiences, audience segmentation, post-purchase re-engagement campaigns, and social media remarketing campaigns with a 2900% return on ad spend.

Designed a custom-built Tableau data visualization portal supporting real-time competitor pricing analysis, MAP violation policing, product trend analysis, category trend analysis, and vendor performance analysis.

Developed a remote customized NodeJS/ReactJS application to record hard drive destruction tasks. Recurring incremental revenue model.

Think of it as the fastest Shopify Plus build ever fabricated on this planet.

It's a lightning-fast sexy beast.

Was the remarketing effective?

In combination with new re-engagement tactics and a bit of remarketing, discounting, and price comparison tech...this is what that did to Q2 revenues as compared to 2019, a non-COVID year.

The dark blue is 2021. Not bad, right?

THIS is probably the most important and elegant equation in Ecommerce:

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The Green Children

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The Self Defense Company

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I re-platformed them to:

Revenue explosions

Picture a company doing a lot of business with the government (since 1945) that simply could not move the needle with its online sales. The same revenues year in, year out.

Can One Have Fun With a Brand Like That? With the things they sell? You bet you can. Humor sells industrial-grade paper cutters:

Humor can sell high-security data destruction equipment...

Producing whiz-bang 3d scroll-stopping content? Also effective:

Sure, creating content collateral is fun, and it's really important for top-of-funnel...but the bigger picture is about the application of a larger growth philosophy. What happened when I applied that philosophy?

Well:

This project was a reverse 360 slam dunk in marketing and merchandising terms.

In honesty, I surprised myself.

The architecture and re-engineering of the site made the online portion of the business take off like a stabbed rat.

Margins increased while lowering ad spend and I essentially doubled revenues in the first fiscal quarter post-launch.

Executing every function of an entire agency:

Think of it as the fastest Shopify Plus build ever fabricated on this planet. It's a lightning-fast sexy beast.

Was the remarketing effective?

In combination with new re-engagement tactics and a bit of remarketing, discounting, and price comparison tech...this is what that did to Q2 revenues as compared to 2019, a non-COVID year.

The dark blue is 2021. Not bad, right?

THIS is probably the most important and elegant equation in Ecommerce:

Can One Have Fun With a Brand Like That? With the things they sell?

You bet you can. Humor sells industrial-grade paper cutters:

Sure, creating content collateral is fun, and it's really important for top-of-funnel...but the bigger picture is about the application of a larger growth philosophy.

What happened when I applied that philosophy?

Think of it as the fastest Shopify Plus build ever fabricated on this planet.

It's a lightning-fast sexy beast.