Key Takeaways:
Overview
A global B2B/B2C reseller of IT hardware and accessories operating across EMEA and North America needed to move from an outdated platform with minimal branding to a fully designed ecommerce experience capable of serving two fundamentally different customer types — wholesale buyers and direct consumers — under one cohesive digital presence. The challenge wasn't just a rebuild. It was designing a web experience and content strategy that could speak clearly to multiple audiences simultaneously, without compromising either.
My Role
As the agency-side Marketing PM at ATAK Interactive, I directed end-to-end web strategy for IT Mars from brand foundation through launch — leading information architecture, content structure, and user journey design for a platform that had to serve two fundamentally different audiences: B2B wholesale buyers and B2C consumers. I built the brand voice and content framework from the ground up, coordinated cross-functional execution alongside developers, designers, and the client marketing team members, and managed ad spend across paid channels to drive traffic and conversions post-launch.
Key Outcomes
Delivered $50K+ in PPC profits over three months
Increased organic search traffic by ~300%, significantly boosting visibility and discoverability
Optimized product feeds across Google and Amazon, expanding revenue channels and online sales performance
The Challenge:
The core tension was audience complexity. B2B/B2C wholesale buyers and B2C consumers have fundamentally different needs, vocabularies, mental models, and decision-making processes. A site that tries to serve both without a deliberate content strategy ends up serving neither.
The existing platform had failed not because of technology, but because it lacked a coherent content and experience strategy. Navigation was organized around internal inventory logic rather than how either audience actually shopped. There was no brand voice, no journey design, and no framework for building trust with either segment.
The strategic reframe: before touching design or development, we needed a content and IA foundation that could hold two distinct user journeys inside one unified brand.
The Approach:
Approach
Information Architecture for Multiple Audiences Mapped the distinct needs, entry points, and decision journeys of both B2B wholesale clients and B2C consumers. Designed an IA that allowed each audience to navigate intuitively to what they needed — without the experience feeling split or inconsistent. This informed site structure, navigation logic, content hierarchy, and how products were categorized and surfaced.
Brand Voice & Content Foundation Built the brand from the ground up — developing positioning, tagline, and a voice framework that communicated credibility and professionalism to enterprise buyers while remaining accessible to direct consumers. Established content standards that carried consistently across the website, product pages, and marketing channels.
Content Structure & User Journey Design Designed content frameworks for both audience journeys — from landing to conversion — ensuring each touchpoint addressed the right concerns at the right stage. For B2B buyers: trust signals, bulk ordering clarity, and integration capability. For B2C: product discovery, condition transparency (new vs. used), and international purchasing confidence.
Cross-Functional Collaboration Worked closely with developers on a custom Magento 2.0 build, translating content and IA strategy into technical requirements — including integrations with NetSuite, BrokerBin, and SellerActive. Ensured that backend complexity (multi-warehouse, multi-currency, multi-SKU) was invisible to the user, surfacing only what each audience needed to make a decision.
SEO & Discoverability Strategy Implemented site-wide SEO architecture including metadata, schema markup, and product feed optimization across Google, Amazon, and eBay — extending the web content strategy into search to ensure the right audiences found the right content at the right moment.
The Impact:
Streamlined B2B & B2C Sales – A responsive, user-friendly store and advanced integrations reduced friction, simplified ordering, and improved client satisfaction.
Expanded Global Reach – International currency support and optimized product feeds to Google, Amazon, and eBay increased discoverability and cross-border sales.
Operational Efficiency – NetSuite, BrokerBin, and SellerActive integrations enabled seamless inventory management and multi-warehouse fulfillment.
Marketing Performance – Paid campaigns across Facebook, Amazon, and Google, combined with SEO enhancements, significantly increased site traffic, conversions, and revenue potential.
Scalable Growth – The cohesive brand identity and streamlined digital experience positioned IT Mars for long-term expansion in both B2B and B2C markets.