Challenge:
Grey Whale was an ethical and sustainable accessories brand operating in a competitive e-commerce environment, where trust, clarity and strong storytelling were essential to conversion. As a solo founder, the challenge was to build and maintain a digital presence that could support both direct customers and retail buyers without a dedicated content, marketing, or technical team.
Solution:
I managed the brand’s full digital lifecycle, from planning through execution, across both B2C and B2B audiences.
- Built and maintained the e-commerce website on WordPress.org, making ongoing improvements to structure, usability and messaging
- Wrote product and website copy, adapting tone and level of detail for customers and retail buyers
- Produced and edited product and social media imagery to ensure visual consistency
- Planned content calendars, prioritising newsletters over long-form blogging based on engagement and performance
- Managed email marketing using Mailchimp, aligning campaigns with launches, seasonality, and customer behaviour
- Used Google Analytics to assess page performance, product interest, and drop-off points, informing content and messaging adjustments
- Created product lookbooks and catalogues to support wholesale outreach and retailer conversations
Working independently required regular prioritisation and adjustment. When products or pages underperformed, I refined copy, imagery, or email messaging based on performance data rather than assumptions.
Results:
- Sustained and grew an independent e-commerce brand over six years through consistent digital and content execution
- Established a clear, trustworthy online presence supporting both direct-to-consumer sales and retailer relationships
- Used analytics insights to improve product visibility and inform commercial decisions
I designed the website for Grey Whale to be enviting, engaging and easy to navigate with a quick and easy shopping experience using Woocommerce.
B2B lookbook to show merchandise to prospective buyers with items, materials, SKUs, MOQs and how to order explained clearly for a frictionless buying process.
I implemented easy search option for customers to find exactly what they want either by searching specific categories or by price filter options- high to low indexing and price range specification.
Instagram was the primary driver of sales I used this platform to show and talk about products and behind the scenes processes engaging directly with customers.
I used Mailchimp to capture email contacts and to reach customers directly with new product drops and sales but also used to maintain contact with those who might not have been engaging on Instagram.
Final Thoughts:
This experience strengthened my ability to manage content end to end, work completely autonomously and balance creative execution with data-led decision-making. It continues to inform how I approach content planning, optimisation and cross-channel consistency in professional environments.