Growth Marketing and eComm Website Manager – Aqualab Aquaria

At Aqualab, I led digital growth strategy and execution across our Shopify-based eCommerce ecosystem—owning full-funnel acquisition, retention, CRO, and paid media. I was responsible for scaling both DTC and retail-assisted digital growth in a competitive CPG niche, combining performance marketing with brand-forward content and experimentation.
At Aqualab, I was a hands-on growth operator owning the entire DTC performance stack—acquisition, CRO, retention, paid media, and analytics. I launched scrappy experiments, scaled what worked, and made the brand matter across web, email, and social—all from zero to compounding growth.

🧪 Builder Mode:
• Owned and optimized the Shopify store end-to-end, including product pages, landing pages, navigation flows, and content that drove conversion (A/B testing headlines, pricing, and CTAs).

• Launched and managed paid social campaigns (Meta, Google Search, Facebook) targeting highly segmented audiences, optimized for CAC and ROAS.

• Created omnichannel campaigns integrating email (Mailchimp), site content, and paid media, with conversion-focused copy and design. These campaigns drove 20% MoM user growth and significantly improved LTV via remarketing and segmentation strategies.

• Developed a semantic SEO content strategy using contextual and LSI-based optimization that improved search rankings, visibility, and organic traffic share vs. entrenched local competitors.

• Built and executed landing pages and digital experiences that converted above benchmark, increasing click-through and purchase rates across key categories.

🌙 Operator Mode:
• Managed analytics and attribution (Google Analytics, on/off-page SEO, UTM frameworks) to pinpoint what was driving performance—then rapidly iterated based on real-time insights.

• Developed detailed user personas and journey-based segmentation, enabling lifecycle marketing and personalized campaigns that drove higher engagement and retention.

• Launched and tested social creative in under 48 hours, managing UGC sourcing, influencer outreach, and content repurposing for paid ads—resulting in high-performing social proof content.

• Delivered weekly performance briefs connecting platform data to actionable strategy—turning dashboards into direction for the marketing and product teams.

• Created a full-funnel marketing plan aligning DTC and brick-and-mortar strategies, optimizing for omnichannel synergy and ROI.

🎯 Results:
• Significantly increased site traffic and grew email conversion and campaign ROI through CRO-focused design and automation.
• Outperformed local competitors on search and social via differentiated content, smart targeting, and relentless testing.
• Transformed insights from attribution into growth loops and referral-ready campaigns that scaled organically.

At Aqualab, I was a hands-on growth operator owning the entire DTC performance stack—acquisition, CRO, retention, paid media, and analytics. I launched scrappy experiments, scaled what worked, and made the brand matter across web, email, and social—all from zero to compounding growth.