360° GTM / DTC ECOMMERCE
A complete DTC growth operation, built end to end.
Positioning, ecommerce, AI creative, paid acquisition, lifecycle marketing, and revenue measurement in one connected project.
CASE STUDY / Kali Luxe
01 / THE CHALLENGE
Understanding the opportunity.
A consumer body-care brand needed an integrated go-to-market operating system—from product storytelling and online shopping to acquisition, retention, and performance visibility.
02 / THE STRATEGY
Building a connected plan.
Build and operate an end-to-end DTC marketing stack around customer research, product positioning, conversion journeys, creative testing, and measurement.
03 / THE EXECUTION
What we built and operated.
- Developed customer avatars, pain-point messaging, differentiated offers, and product positioning
- Built and improved Shopify product pages, bundles, and the storefront conversion experience
- Created AI-assisted advertising assets and tested Meta paid social and Google Ads acquisition
- Configured GA4, conversion tracking, Meta Pixel, attribution, and campaign reporting
- Developed Omnisend email and retention workflows, offer promotions, and lifecycle journeys
- Analyzed CAC, AOV, product economics, and profitability to guide decisions
04 / THE OUTCOME
Systems, outcomes, and lessons.
Built a functioning 360° DTC marketing and measurement operation. The business recorded approximately $11.3K in revenue and 178 orders from October 2025 through September 2026. Its $88 customer acquisition cost exceeded its roughly $67 average order value, so the engagement demonstrates comprehensive systems ownership and candid commercial learning—not profitable scaling.
Revenue and order figures are business results, not incremental results attributed solely to marketing. The business was not profitably scaled.
05 / THE STACK
Connected capabilities.
Shopify · Meta Ads · Google Ads · GA4 · GTM · Omnisend · Higgsfield · AI Workflows
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