Project Management: Arrowtown Hair Shopify Store Website Launch

Role: Digital Marketing Specialist & Project Coordinator

Duration: November 2022 - July 2023

Screenshot of an email marketing report showing an online store is live, with statistics including 392 emails opened, 26 clicked, 7 bounced, and 12 unsubscribed, delivered on June 20, 2023.
Screenshot of online sales analytics for Arrowtown Hair Shop, showing charts and tables of product purchases, view counts, and revenue for various hair care items in June 2023.
Screenshot of an e-commerce analytics dashboard showing graphs and tables of customer purchase data for hair and skincare products.

Project Scope:

  • Liaise with third party vendors and web developers (Crazy Domains/Squarespace/ Shopify) to execute technical changes to the website.

  • Roll out brand-aligned Shopify storefront to promote across New Zealand, drive organic traffic and support sales conversion within the first 2 months of launch

Responsibilities:

  • Defined project scope, timelines, and deliverables using Asana and Google Docs

  • Coordinated with previous website owner regarding ownership transfer

  • Coordinated tasks between content designer, web developer, and third party vendor

  • Content calendar creation: Developed a content plan to promote the website countdown and giveaways/offers

  • Developed media brief outlining the social media and email marketing requirements (e.g. Teaser Posts, interactive story posts on Facebook and Instagram, launch day posts with strong CTAs to visit the new website)

  • Designed and published a 3-part sequence EDM on Mailchimp (teaser, launch announcement, follow up)

  • Linked GA4 to track new visitors and measure marketing performance

  • Ensured consistency across socials, email, and landing pages

  • Grew Instagram engagement by 3.5%

  • Achieved nearly 47% open rate; and 6.6% click-through rate per unique open

  • Hit 24 sales during the first two months of launch

Results:

Tools used: Canva, Mailchimp, Instagram, Facebook, Meta Business Suite, Google Docs, Google Analytics, Shopify, Asana

Advertisement for Arrowtown Hair Co. promoting hair care products including a clarifying shampoo, deede conditioner, seasalt spray, and volumizing mist with descriptions and shopping links.
Screenshot of an email discussing hair care, with the subject: "Bring volume & life back to your fine, thin hair," sent from Arrowtown Hair, with the date and time marked, and a highlighted phrase "Very professh!" in yellow.

Stakeholder feedback on one of the published EDMs related to launch