Multiple stores. Multiple markets. One connected e-commerce system.
A contract project focused on e-commerce, Shopify, email marketing, Klaviyo, segmentation, lifecycle communication and funnel optimization across a portfolio of specialized online stores.
Shopify Multi-Store
Merchandising, collections, and localized storefront experiences across 11+ specialized shops.
Klaviyo Segmentation
Behavioral segmentation, lifecycle flows, and targeted audience alignment.
Campaign Operations
Rigorous QA, localized scheduling, translation, and structured content deployment.
One business. Multiple storefronts. Multiple customer journeys.
SMT Group operated a portfolio of specialized e-commerce shops serving different markets, products and customer segments.
The challenge wasn't simply getting traffic to a website. It was creating a connected experience across the storefront, product discovery, customer data, segmentation, email communication, conversion, and retention.
My role sat across the e-commerce and marketing layer, connecting storefront operations with customer communication and lifecycle marketing.
Managing digital experiences across multiple storefronts
Rather than treating each storefront as an isolated property, the work required understanding how products, content, promotions and customer communication worked across a multi-store e-commerce environment.
URLs sourced from SMT portfolio records. Demonstrates multi-store scale and localized operations.
From storefront management to the customer journey
Shopify served as the commercial layer connecting products, merchandising, promotions, and customer journeys across markets.
Product & Merchandising
Product presentation, collections structuring, product discovery, and campaign alignment.
Storefront Experience
Website content updates, promotional messaging, landing experiences, and navigation refinement.
Campaign Execution
Promotional campaigns, seasonal pushes, and direct alignment between email channels and storefronts.
The customer lifecycle and segmentation layer
Klaviyo operated as the core email and lifecycle marketing engine. Responsibilities spanned campaign planning, targeted segmentation, execution, and automated flows.
Email Campaign Workflow
Campaign Segmentation
Targeting audiences based on specific market parameters, customer type, engagement levels, and purchase history to ensure message relevance.
Lifecycle Flows
Managing automated onboarding series, post-purchase communication, re-engagement triggers, and promotional journeys.
From campaign brief to inbox
Analyzing the structure of the DIY Art Club Christmas Newsletter campaigns, highlighting seasonal urgency, product discovery, and offer framing.
Merry Christmas! Get 20% EXTRA Off – Today Only!
- 01Seasonal Messaging: Warm holiday framing centered around creative relaxation and gifting.
- 02Discount Framing: Clear 20% extra discount incentive for immediate action.
- 03Product Discovery: Featured Paint by Number kits structured in high-conversion grids.
- 04Actionable CTAs: Direct button links pointing straight to shop collection pages.
LAST CHANCE! 20% EXTRA OFF ENDS TONIGHT!
- 01Scarcity & Urgency: Midnight deadline positioning to capture final conversion window.
- 02Reinforced Offer: Re-emphasized 20% extra discount for undecided subscribers.
- 03Holiday Kits: Highlighted top-performing seasonal painting kits.
- 04Final Push CTA: High-contrast closing call-to-action before offer expiration.
The work behind the "Send" button
Email marketing required strict adherence to pre-send operational checklists, localized configurations, and rigorous quality assurance.
Recipient Rules
Exact recipient determination at send time, matching the correct shop, language, and regional market segments.
Messaging & Copy
Translated subject lines, preview text, personalized first-name tags, and shop-specific reply-to addresses.
Layout & Feeds
16px font rules, mobile full-width block padding, 2x2 product layouts, and dynamic feeds for "Most Popular" items.
Final Validation
Desktop and mobile rendering previews, link validation, and shop destination checks prior to scheduling.
An e-commerce system, not a collection of tools
Operating across multiple stores and channels proved that successful e-commerce relies on tight architectural integration between storefront operations and CRM workflows.
Shopify handled the storefront. Klaviyo handled customer communication. Marketing operations connected the two.
E-commerce is a connected system.
The storefront is only one part of conversion.
Traffic requires seamless continuity through product discovery, checkout, and post-purchase lifecycle touchpoints.
Customer data changes communication.
Raw behavioral and transactional data must be structured into actionable segments to drive meaningful engagement.
Segmentation makes marketing relevant.
Localized messaging tailored to market and buyer behavior significantly elevates campaign resonance.
Operational accuracy matters as much as creative.
Rigorous pre-send QA, translation checks, and scheduling discipline prevent costly execution errors.
From e-commerce operations to lead generation.
BRIMZONE · Lead Generation · Landing Pages · Digital Strategy