Brought on at the end of 2018, the company's existing eCommerce was live and built on BigCommerce but fell short in several critical areas:

• Administrative and management use was cumbersome
• Revenue goals weren't currently being met
• Key extensions weren't functioning properly, including payment processing and integrating customer-facing resources was difficult.

I led the strategy and execution for a full site relaunch, which went live June 2019. Starting from near-zero organic visibilty and underperforming online sales, the relaunch drove steady growth through multiple Google updates. Eventually reaching 8,000+ keywords and contributing to nearly $500k in online sales in my final year.

The company was aquired 2023.

Swag for Adventure started as three things at once: a side business, a Shopify skills test, and a natural extension of the Coffee with Cathy adventure brand. The whole operation runs without holding a single piece of inventory. Products are created, listed, and fulfilled through a print-on-demand model, which means the focus stays on the store itself: design, SEO, product copywriting, and customer experience.

Products are organized by activity rather than product type: Kayaking, Hiking, Camping, Caving, and more. The goal was to match how adventurers actually think, not how a product catalog is typically structured.

Products are listed through Google Shopping via Google Merchant Center, with planned expansion to Etsy, Amazon, and Walmart.com. Running the store across multiple channels is part of the point: real platform experience, real decisions, and everything built and managed from the ground up. That includes a custom Printify API integration built to automate product creation rather than manage it manually.

S.T.A.M.P.E.D. Customer Education Flyer

Customers ordering custom hose assemblies were consistently missing key details. That gap slowed the ordering process over the phone, in person, and online.

I built this branded flyer from scratch: concept, content, and design. It ended up living in four places: the resources portion of the company's website, printed for the sales team and for walk-in customers, and digitatized for email.

One piece, used everywhere.

As the company grew, it became clear that a single website couldn't effectively serve two very different customer bases. The primary site catered to corporate and commercial clients, while a separate residential market, mostly in rural areas, needed its own tailored experience.

I built a sister site from scratch on WooCommerce, complete with its own distinct branding, where the main site was polished and corporate-like, the one approachable and casual that reflected where the customers served their customers.
The pricing structure was adjusted to offer lower product pricing for this market, while accounting for the higher shipping freight costs associated with rural residential delivery. The branding leaned into authenticity, featuring customers using the products at their own residential job sites.

Developed a series of industry-targeted fluers for a single company looking to reach and expand its reach across multiple verticals. Each flyer was tailored to speak directly to the pain points and priorities of a specific industry instead of a one-size fits all all approach.
The flyers were designed to support the sales team's outreach efforts and walk in customers that opened new doors and reinforced credibilty in each market.