Ecommerce Brand: Revenue Up 114%, Then Another 35%

Shopify brand, two years of Google Ads-led growth

The challenge: An established Shopify brand needed to grow paid revenue profitably and convert more of the traffic it already had.

What I did: Managed and restructured the brand's Google Ads, optimized the store for conversion, and supported email and SMS channels.

Year 1 (Oct 2024 to Oct 2025):

  • Paid-channel sales up 114%, to $1.61M
  • Orders up 101%, to 9,928
  • Google Ads drove $1.58M, about 98% of paid revenue

 

Year 2 (Oct 2025 to Oct 2026):

  • Total sales up 35%, to $2.9M
  • Average order value up 6%, to $154
  • Conversion rate of 5–6% in Jul to Sep 2026, vs. 3–4% the same months a year earlier

In this case study, I was responsible for developing comprehensive marketing collateral and executing marketing campaigns for a newly launched digital product. Over the span of four months, I implemented A/B split testing across all elements of the collateral and campaigns, focusing on conversion rate optimization (CRO). As a result of these efforts, we achieved an impressive 650% increase in the conversion rate, elevating it to 2.4%.

 

 

In 2011, I relocated to San Juan, Puerto Rico, to establish an international hostel from the ground up, despite facing language barriers and cultural differences. Through perseverance and strategic planning, I overcame various challenges and earned the recognition of being the 3rd best hostel in Latin America among over 1,000 competitors in my first year of operation. This achievement was made possible through a thorough competitive analysis, targeted marketing campaigns, and a commitment to continuous operational improvement. Two years after opening, I successfully expanded the hostel’s capacity, and another two years later, I negotiated the sale of the business to a larger hospitality group.

 

 

 

In 2014, I joined Selling Our Soles in a three-month contract role to investigate the reasons behind a decline in revenue over the previous year. Following the successful completion of the contract, I was offered a full-time position with a small ownership stake. Over the next three years, I played a key role in driving revenue growth by more than 350%. This was achieved through strategic opportunity identification, continuous optimization of processes and marketing efforts, and the execution of multiple targeted marketing campaigns.

 

 

 

I was brought on board to launch a vacation rental business due to my extensive experience in successfully launching and managing an international hostel. In this role, I provided consulting services across various aspects of the business, including launch strategy, marketing, operations, and promotions. Five years later, I also consulted on the successful sale of the business, leveraging my expertise to ensure a smooth transition.