Conversion-Led Platform & Funnel Ecosystem Design

Mar 3

Marketplace merchandising, DTC storytelling, and lifecycle systems built to drive measurable growth.

Scope: Marketplace + Direct-to-Consumer ecosystems
Channels: Amazon, Brand.com, Lifecycle, Campaign Landing Pages
Mandate: Transform fragmented commerce touchpoints into cohesive, conversion-driven brand experiences.

The Context

As the brand scaled across retail, marketplace, and DTC, customer journeys became increasingly complex.

Traffic was growing, but storytelling, education, and merchandising lacked cohesion across platforms.

Key challenges:

Inconsistent product narratives across Amazon + DTC
Low customer education on product benefits
Under-leveraged visual merchandising
Disconnected lifecycle and retention storytelling
Conversion friction across funnel stages

The opportunity was an ecosystem design.

I led the creative strategy and execution to unify the commerce experience.

1. Increase platform conversion rates
2. Improve product education + decision confidence
3. Create visual consistency across retail + owned channels
4. Build modular storytelling systems
5. Strengthen retention through lifecycle design
This initiative required leadership across:
- Creative direction
- UX + merchandising design
- Conversion optimization
- Lifecycle storytelling
- Platform systems thinking
- Cross-functional alignment (growth, eComm, CRM)
I operated at the intersection of brand, product, and revenue, translating business goals into scalable creative ecosystems.
A core part of my leadership was operationalizing creative.
I built repeatable frameworks, including:
- Email design systems
- Landing page templates
- Product storytelling modules
- Campaign asset kits
Impact:
- Faster deployment timelines
- Lower production costs
- Consistent brand expression
- Easier cross-team collaboration
- Unified marketplace + DTC storytelling
- Conversion-optimized product education
- Scalable campaign deployment systems
- Stronger retention design infrastructure
- Elevated brand consistency across commerce environments

Platform 1 — DTC Experience

End-to-End Funnel Ecosystem Design

On DTC, the opportunity expanded beyond purchase into lifecycle.

I led the design of a full-funnel storytelling system spanning:

Landing pages
Product detail pages
Campaign hubs
Email flows
Retention journeys

Funnel Architecture

We mapped the entire customer journey:

Awareness → Consideration → Conversion → Retention → Advocacy

Each stage required a distinct creative psychology.

DTC goals were overachieved by ensuring that MadeGood’s consumer needs were immediately addressed:

Fast check-out for brand champions
Discoverability and personal recommendations.

Before the revamped consumer journey, 48% of the visitors demonstrated purchase intent; however, my analysis showed that people were hitting “dead ends” with no other alternative than to return to the home page or bounce out.

By building a thorough Information Architecture, I created journeys that ensured there was always a new product to discover.