Portfolio:
My Happy Tail
2024-2025
Portfolio:
My Happy Tail
2024-2025
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My Happy Tail
2024-2025
In 2024, I co-launched My Happy Tail, a UK-based DTC pet brand. I led product research, branding, and marketing execution. While the project was eventually paused due to external factors, it proved a successful testbed for end-to-end DTC strategy by CPM, CAC, and engagement metrics.
Brand & Positioning
Brand & Positioning
Built the brand from scratch, defining tone, visuals, and messaging through market, audience, and keyword research.
Product Page Optimization
Product Page Optimization
Constant A/B testing helped data dictate what works. With only one variable changing at a time, I optimized copy, user flow, and learned from prospects how they want to be turned into buyers.
A/B Insights and Optimizations
Optimized First Impression
Pages loaded with lower-priced items to reduce bounce.
Streamlined Checkout Path
Cart clicks lead directly to checkout, cutting drop-off.
Less Copy, More Conversions
Stripped-down pages performed better across the board.
Creative Testing
Creative Testing
Tests on visuals, copy, and CTAs to lower CPCs, learn the audience, and continuosly optimize creative strategy.
Product Marketing & Visual Execution
Product Marketing & Visual Execution
Led product positioning and directed shooting days to highlight key benefits through clear, on-brand visuals.
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