A clearer plan. A much bigger year.

The challenge

This New Zealand store had grown beyond its early stage, but the operations and marketing had become harder to manage. Some campaigns worked extremely well, while other activity took up time without producing the same returns.

The business needed a clearer way to choose its priorities and repeat its strongest results beyond a limited local audience.

Better business practices

I drew on work with more than 200 New Zealand businesses and 120 Shopify stores to review the online operation. We simplified the digital strategy across channels and dealt with the growing pains that had accumulated as sales increased.

More attention on what already worked

We identified the strongest campaigns and looked at what was stopping the business from repeating those wins. Strategic planning, expansion into new markets and automation helped those campaigns reach more customers.

That also meant reducing the distraction from campaigns that were not delivering comparable returns.

A sustained investment in search

When I started working with the business in 2022, organic sales made up around 10% of monthly sales. By 2025, that share was almost 35%.

The work included refining the brand’s focus on its key audience, creating useful content and regularly reviewing search trends and rankings for opportunities.

The result

Annual store sales grew from approximately $2m to $7m over a year. The result came from business improvements, a clearer marketing focus and the search work that had been building over several years.