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D2C / Full-Funnel Growth

Building a Modern D2C Ethnic Wear Brand

A seasonal fashion business needed a repeatable digital growth system. I connected positioning, commerce, creators, acquisition, retention, and operations around one customer journey, helping the launch reach 2M+ social views and reduce returns by 40%.

The context

A seasonal fashion business needed a digital-first brand that could sell beyond peak wedding periods. The work covered brand positioning, UX, Shopify development, creative production, influencer coordination, paid media, lifecycle messaging, and operating rhythm.

What stood out

The growth problem was bigger than traffic. Trust, product discovery, checkout friction, cash-on-delivery behavior, creator proof, support load, and attribution quality all affected whether paid traffic could become repeatable revenue.

Case cover
Social performance view

The approach

Build the brand as a full-funnel D2C system: clear positioning, conversion-ready UX, creator-led proof, staged paid campaigns, WhatsApp and email retention, and a clean measurement layer from launch.

How it came together

Mapped customer journeys, shaped the site wireframe, coordinated Shopify build decisions, directed product and social shoots, built a 30+ creator pipeline, launched awareness-to-conversion campaigns, set up recovery journeys, and implemented GA4, Meta Pixel, GTM, and behavior tracking.

What changed

The launch created 2M+ Instagram views, a steady creator-content pipeline, 40% lower returns through support and COD-to-prepaid improvements, and a smoother cross-team operating rhythm with less manual workload.

What I took from it

D2C growth works when brand, product pages, paid media, operations, and retention are planned together. Campaign performance improves when the purchase journey and support system are built for the same customer reality.

What this work shows

Full-funnel D2C ownership, performance marketing, brand and UX strategy, project management, creator coordination, retention workflows, and measurement setup.

Tools and platforms

  • Shopify
  • Meta Ads
  • GA4
  • GTM
  • WhatsApp automation
  • Email journeys