Portfolio:
My Happy Tail
2024-2025
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.
Built the brand from scratch, defining tone, visuals, and messaging through market, audience, and keyword research.
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.
Tests on visuals, copy, and CTAs to lower CPCs, learn the audience, and continuosly optimize creative strategy.
Led product positioning and directed shooting days to highlight key benefits through clear, on-brand visuals.