E-commerce Content Design
Project Management & Art Direction, 2020-2023
Consumer demand for barware and beverage accessories increased dramatically during the pandemic due to the limitations on bars and restaurants. True Brands had primarily been a B2B wholesaler for seventeen years and saw this period as an opportunity to increase their D2C presence on Amazon and build Shopify sites for five of their brands. As Creative Manager, I was responsible for overseeing the production of all photography, video, design, and copywriting tasks associated with this project. Our goal was to increase conversion rates and revenue by creating immersive brand experiences and educating customers on how to use our products in order to gain trust and have a leg up on our competition.
Auditing
Existing Content
In conjunction with Marketing and
E-commerce teams, we conducted a complete audit of 30 product categories across 10 brands to see what content was missing or could be improved. This included product photography and videos, infographics, descriptions, SEO keywords, and more.
Creative Operations
& Project Management
With just under 3,000 products in the catalog, I wanted to allocate tasks for better workflow facilitation and frequent milestones. After discussing options with my team, I was confident that filtering the lists by brand and product category would allow us to achieve quality on-brand content in the most efficient manner.
I created a Project Template in Asana to use for every category by brand (eg. Wine Racks by Twine Living). This allowed me to duplicate all the necessary tasks every time a new batch was ready to delegate, including…
Amazon Titles, Descriptions, & Bullet Points
Amazon Hero Images & Lifestyle Photography
Product Videos
Infographics
Amazon A+ Product Detail Pages
Examples of Content
Hero Image with Packaging
Key Features infographic
Dimensions infographic
Hero Image with Packaging
Key Features infographic
Ingredients infographic
Hero Image with Packaging
Key Features infographic
How to Use infographic
Results & Impact
6,301 tasks completed between January 2020 and December 202226% YOY Revenue Growth on Amazon across all brands41% YOY Revenue Growth on Amazon Prime Day
I implemented a scalable solution that prioritized quality branded content at an efficient rate of production. I utilized reusable task templates, consistent styling techniques, and design guidelines which kept work predictable and encouraging.
