Digital Strategy, E-commerce, SEO, Analytics & Marketing Operations
B2B E-commerce & Digital Growth
Overview
This project focused on improving the digital presence and e-commerce operations of an established B2B supplier serving both business and retail customers.
Company name withheld due to confidentiality.
The work extended beyond the website itself and included search visibility, analytics, customer acquisition, e-commerce operations, reporting, and improvements to the wider digital customer journey.
The Challenge
The business had an established customer base and a growing online channel, but different parts of the digital operation were not working together as effectively as they could.
The priorities included improving online visibility, creating a stronger e-commerce experience, understanding customer and sales behavior more clearly, improving marketing measurement, and reducing friction across the customer journey.
There was also a need to connect marketing activity more closely with the operational side of the business.
My Role
My role combined strategy, implementation, analysis, and ongoing optimization.
Areas of responsibility included:
- Digital marketing strategy
- E-commerce improvements
- SEO and search visibility
- Google Analytics and Search Console
- Campaign planning
- Meta and Google advertising
- Email marketing
- Website and landing-page improvements
- Conversion and customer-journey reviews
- Product and merchandising support
- Reporting and performance dashboards
- Coordination between marketing, sales, customer service, and e-commerce operations
Approach
1. Establish a Clearer Measurement Baseline
I reviewed the available analytics and search data to understand how customers were finding the business, which parts of the website were attracting demand, and where measurement needed to be improved.
This created a clearer baseline for evaluating future marketing activity.
2. Improve the E-commerce Experience
I reviewed the online purchasing journey from product discovery through checkout, identifying areas where navigation, product information, account behavior, payment options, or operational processes could create unnecessary friction.
Changes were prioritized based on customer impact and operational importance rather than visual preference alone.
3. Strengthen Search Visibility
Search Console, website content, technical SEO, product structure, and search opportunities were reviewed to identify areas where the business could improve organic visibility.
This included both commercial product searches and broader content opportunities.
4. Build More Useful Reporting
Rather than relying only on individual platform dashboards, reporting was organized around the questions the business actually needed answered.
This included visibility into traffic, search performance, advertising, customer acquisition, and e-commerce activity.
5. Connect Marketing with Operations
A major part of the work involved recognizing that customer experience problems do not always begin in marketing.
Issues involving product data, inventory, payments, customer accounts, fulfillment, or internal systems can directly affect conversion and retention.
Marketing recommendations were therefore developed with the wider operational environment in mind.
Outcome
The work created a more structured approach to digital growth, with clearer measurement, stronger coordination between marketing and e-commerce, and a better framework for identifying and prioritizing improvement opportunities.
Rather than treating SEO, advertising, analytics, email, and the website as separate activities, the project brought them together around the customer journey and overall business goals.
Tools & Platforms
- Google Analytics 4
- Google Search Console
- Google Ads
- Meta Ads
- WooCommerce
- WordPress
- Google Merchant Center
- Email Marketing Platforms
- CRM
- Reporting Dashboards
What This Project Demonstrates
This project reflects the type of work I am most interested in: situations where the solution requires more than a single marketing channel.
It required a combination of marketing strategy, analytics, web implementation, e-commerce knowledge, problem solving, and coordination across different parts of the business.