Industry: D2C – Fashion / Lingerie
Role: Marketing Systems Operator
Engagement Type: End-to-end digital foundation & launch readiness
Overview
Angelicez was a D2C brand starting from zero — no digital systems, no tracking, and no structured customer journey.
My role was to build the entire marketing foundation so that every future post, ad, or campaign could be measured, optimized, and scaled without guesswork.
This project was not about running ads first.
It was about making sure the system could handle growth before spending money.
Initial State
At the start, the brand had:
- No structured website or content flow
- No analytics, tracking, or attribution
- No retargeting signals
- No clarity on how users would move from discovery to inquiry
- No alignment between content, ads, and post-click experience
Running traffic in this state would have meant wasted spend.
What I Built
1️⃣ Website & Conversion Foundation
- Designed the website layout with a clear conversion path
- Structured navigation, product pages, and CTAs
- Wrote and refined website content focused on clarity and trust
- Ensured the site was ready for paid and organic traffic
2️⃣ Tracking & Data Architecture
- Implemented cookie consent with analytics-safe setup
- Set up full tracking and event visibility across the site
- Defined key actions and ensured clean data flow between traffic, website, and analytics
This made user behavior visible instead of assumed.
3️⃣ Funnel & Journey Mapping
- Designed the customer journey from:
First visit → product interaction → inquiry / WhatsApp → follow-up - Planned TOF, MOF, and BOF funnel structure
- Prepared retargeting logic based on real intent, not just page views
4️⃣ Ads & Platform Setup
- Set up Facebook & Instagram business pages
- Structured ad accounts for future scaling
- Planned ad strategy aligned with funnel stages
- Ensured ads, landing experience, and tracking were connected
5️⃣ Organic & Discovery Channels
- Created and optimized brand presence across:
- Built a structured social media content calendar
- Set up search and local discovery foundations
This ensured visibility beyond paid traffic.
6️⃣ SEO & Search Readiness
- Implemented foundational on-page SEO
- Structured key pages for indexing
- Ensured early SEO hygiene to avoid future technical debt
7️⃣ Shoots & Packaging Direction (Conversion Support)
- Guided product shoot direction to ensure consistency with brand positioning
- Advised on how products should be presented for:
- Website clarity
- Ad creatives
- Social content
- Helped shape packaging presentation to align with brand trust and user expectations
This ensured visual assets supported conversion, not just aesthetics.
8️⃣ Sales, CRM & Automation Readiness
- Focused on what happens after a customer shows intent
- Connected lead capture, inquiries, and WhatsApp conversations into a single flow
- Designed the system to sync website actions with CRM records, internal spreadsheets, and WhatsApp communication
This allowed the brand to handle conversations, track intent, and scale operations without chaos.
Outcome
- Angelicez moved from no digital foundation to a fully trackable, ad-ready system
- Every click, visit, and key action became measurable
- Content, ads, website, tracking, and follow-ups worked as one connected system
- The brand became ready to scale without flying blind or leaking leads
Why this case study works (for your portfolio)
- Shows systems ownership
- Shows cross-functional thinking
- Shows restraint before scale
- Zero tool flexing
- Zero fake numbers