The Starting Point

When I stepped into the role:

• Conversion rate hovered around ~1%

• Paid ads were inconsistent and often unprofitable

• The blog lacked structured keyword targeting

• Reporting was manual and fragmented

• Email marketing was underutilized

• Wholesale lead follow-up lacked systemization

• No cohesive growth framework tied everything together

The product was strong. The digital execution was not.

Conversion Rate Optimization

1% → 5% Conversion Rate

I rebuilt the buying experience from the ground up through iterative UX improvements and testing.

Product Page Optimization

• Reorganized information hierarchy for clarity

• Improved mobile-first layout and CTA positioning

• Refined trust signals (reviews, brand credibility, social proof)

• Simplified pack structure presentation

• Reduced cognitive friction in checkout flows

Landing Page Engineering

• Built high-converting seasonal launch pages (Advent Calendar, HalloWine, bundles)

• Structured messaging around buyer intent rather than generic branding

• Designed pages aligned directly with paid traffic campaign goals

Result:
Sustained improvement from ~1% conversion to ~5% on core ecommerce traffic — effectively 5x revenue per visitor without increasing traffic.

Paid Advertising

From Barely Profitable → ~5x ROAS

I manage both Google Ads and Meta Ads in-house, from creative to structure to reporting.

Google Ads

• Structured Performance Max, Shopping, and Search campaigns

• Optimized feed quality and product data

• Built intent-based campaign segmentation

• Aligned landing pages with campaign objectives

Meta Ads

• Full-funnel prospecting + retargeting architecture

• Creative testing loops

• Seasonal campaign scaling

• Budget optimization based on marginal ROAS

Performance Tracking

• Built blended performance models

• Monitored contribution margin, not vanity metrics

• Optimized toward scalable profitability

Result:
Scaled paid channels from inconsistent returns to consistent ~5x ROAS performance.

Paid acquisition became a controlled growth lever rather than a gamble.

SEO & Content Automation

~300% Year-Over-Year Blog Growth

Rather than publishing generic brand content, I built an SEO system.

Keyword Research Pipeline

• Semrush + Google Search Console

• Keyword Planner integration

• Intent clustering strategy

• Long-tail targeting roadmap

AI-Assisted Workflow

• Automated blog ideation pipeline

• Structured outlines driven by search intent

• Optimized meta titles, descriptions, and internal linking

• Built a repeatable publishing framework

Technical SEO Improvements

• Improved page structure

• Strengthened internal linking architecture

• Cleaned up metadata and indexing structure

Result:
~300% YoY growth in blog traffic and meaningful contribution to organic acquisition.

The blog transitioned from passive content to an active inbound channel.

Email Marketing & Retention

I structured lifecycle-based automation flows to increase repeat purchase rate and LTV.

Core Flows Built

• Welcome Series

• Abandoned Cart

• Browse Abandonment

• Seasonal Launch Sequences

• Post-Purchase Follow-Up

Segmentation

• Product-specific audiences

• Seasonal interest groups

• Behavior-based triggers

Retention became measurable, predictable, and campaign-driven rather than sporadic.

Inside Sales & Wholesale Automation

~80% YoY Growth in Independent Accounts

Beyond ecommerce, I built internal automation systems to support wholesale growth.

Lead Generation System

• Automated scraping and enrichment pipelines

• Google Sheets + automation workflows

• Lead qualification scoring

Cold Outreach System

• Multi-stage email sequences

• Gmail label automation

• Response handling automation

• Distributor/sample flow tracking

Reporting & Pipeline Visibility

• Built tracking dashboards

• Centralized outreach + follow-up

• Structured growth forecasting

Result:
~80% YoY growth in independent wholesale accounts driven by structured, automated inside-sales systems.

Data & Reporting Infrastructure

Previously, performance reporting required manual aggregation across platforms.

I built automated dashboards in Looker Studio that:

• Pull real-time ad data

• Track revenue by channel

• Monitor blended CAC

• Visualize ROAS trends

• Align ecommerce + wholesale performance

This allowed faster decision-making and real-time optimization across channels.

Technical Execution

All strategy was supported by hands-on implementation:

• Custom Shopify theme development (HTML, CSS, JS, Liquid)

• Shipping logic for alcohol compliance by state

• Conversion-focused landing page builds

• Performance tuning + site speed improvements

• GA4 event structure and tracking refinement

• Third-party integrations and API-based automation

I don’t outsource the execution layer — I build the infrastructure myself.

The Outcome

Graham + Fisk’s digital presence evolved into:

• ~5% conversion rate

• ~5x ROAS paid performance

• ~300% YoY organic blog growth

• ~80% YoY independent account growth

• Automated reporting and scalable acquisition systems

• A unified ecommerce + wholesale growth engine

This wasn’t a campaign win.

It was a systems build.