Key Takeaways:
Overview
A direct-to-consumer fine jewelry brand with original, in-house designs and a global ecommerce audience had a fragmented digital presence; strong product, but no coherent content strategy connecting discovery to purchase. Messaging was inconsistent across touchpoints, the website experience didn't reflect the brand's quality, and acquisition channels were underperforming as a result.
My Role
ATAK Interactive (Full-Service Agency, DTLA) Agency-side PM on the BabyGold account; led brand positioning and web content strategy — owning user journey design and content structure— while directing email and paid social execution to ensure the full digital ecosystem worked as a whole. Cross-functional oversight across Creative, SEO, and Dev.
Key Outcomes
Developed a unified brand messaging ecosystem across customer touchpoints
Increased average weekly email revenue by ~230%
Reduced cost per engagement by over 70%, from $0.30 to $0.08
Tripled return on ad spend, significantly improving acquisition efficiency
The Challenge:
After launching a new Shopify site, Baby Gold struggled to define its core audience and establish a distinctive, authentic brand voice. While social media generated modest growth, the brand lacked a cohesive strategy that connected storytelling with digital merchandising, resulting in diluted engagement and underoptimized conversion.
I was brought on to align Baby Gold’s brand identity, messaging, and digital strategy with a clearly defined target market of mothers and children. The challenge was to create a holistic approach that not only clarified brand values and tone of voice but also integrated content, email marketing, paid social, and search strategies to guide audiences from discovery to purchase—turning engagement into measurable business growth and a differentiated presence in the competitive D2C luxury jewelry space.
The Solution:
Baby Gold needed clarity on audience, messaging, and performance tracking. I led a two-day brand strategy workshop with the founders to define value propositions, establish five target personas, and refresh marketing copy across the website and advertising channels.
We then built a full marketing-to-sales framework for attracting, engaging, converting, and delighting each persona, including a reporting system to monitor metrics, assign accountability, and manage budgets.
Finally, we implemented and optimized a paid ad strategy, testing audiences and creative to identify high-performing campaigns and reallocating budgets to dramatically improve efficiency.
Completed Work:
Unified brand identity and messaging to strengthen perception and resonate with target audiences
Redesigned Shopify experience for a conversion-focused customer journey
Developed email strategy to nurture leads and drive sales
Optimized paid social campaigns through segmentation, testing, and budget allocation
Implemented customer review tools to build trust
Supported international content and paid campaigns to expand global awareness
The Impact:
Revenue Growth: Average weekly email revenue increased by ~230%, demonstrating the direct effect of a refined messaging and email strategy.
Efficiency Gains: Paid social campaigns became more cost-effective, reducing cost per engagement from $0.30 to $0.08 and tripling return on ad spend (ROAS).
Audience Connection: Defined target personas and a cohesive brand voice strengthened engagement across social and email channels.
Sustainable Systems: Implemented frameworks for marketing-to-sales processes, reporting, and performance tracking, providing the team with a repeatable system for future growth.
Brand Differentiation: Established Baby Gold as a distinctive, authentic D2C luxury jewelry brand, increasing visibility and trust with its core audience of mothers and children.