I build the store,make the content,run the ads.

N°01 · Shopify Plus · UX

Arthur Ford: rebuilding the store

Online sales grew 110% in the two years after I rebuilt arthur-ford.com, and the conversion rate rose 2.3×.

Brand

Arthur Ford, South African fragrance and body care

Period

Late 2023 to now

My role

Owned and built: strategy, UX, theme and Liquid, apps, ongoing improvements

The old store was hard to navigate and slow, and agents (the brand's resellers) had no easy way to order. Free delivery only started at R1,000.

What I changed

• Navigation rebuilt around how people shop, plus search by perfume
• Product pages with scent notes, so people can choose a fragrance they can't smell
• Tiered agent pricing and automatic customer tagging
• Built and launched the online Rewards programme
• Free delivery lowered to R520; upsells on product page and cart
• Klaviyo cart and browse recovery flows

Results

Mobile is 94% of traffic; mobile conversion rose 60% from 2023 to 2025.

N°02 · Meta · Paid social

Taking Meta in-house

Since bringing Arthur Ford's Meta ads in-house in January 2024, I've managed R3.4m in spend; conversion campaigns returned 3.7× ROAS.

Brand

Arthur Ford

Period

Jan 2024 to now

My role

Owned: strategy, structure, audiences, creative and budget. No agency.

One budget has two jobs: sell perfume to shoppers and recruit new agents.

Strategy

• Account split by job: prospecting, retargeting, retention, agent acquisition, store traffic
• Retargeting built on catalogue combos and a free 30ml gift-with-purchase
• 2026 rebuild around customer and agent profiles drawn from Meta and Shopify data
• Agent campaigns judged on cost per agent, not ROAS

Results

N°03 · Consulting · Fashion retail

Orphan Street Clothing Shop

For a multi-brand fashion store in Cape Town, my Meta campaigns returned 7.8× ROAS across 510 purchases.

Client

Orphan Street, Sea Point: SOL-SOL, Maylee, Pas Normal Studios, Portal

Period

2024 to now

My role

Built the Shopify homepage, added upsells, ran all Meta advertising

A premium store selling many labels, from R85 to R7,500, needs each brand sold to its own audience on a small budget.

Approach

• Campaigns split by brand, each with its own audience and creative
• Catalogue ads for the core SOL-SOL range, plus retargeting
• Homepage organised by brand, with a free-shipping bar and new-arrivals hero

A different category and a small budget, set up and run by me end to end.

N°04 · Product launch · Art direction

Essentials: from shoot to sale

I took the R99 Essentials range from concept shoot to live product. Its Valentine's post reached 72,495 views with no paid boost.

Brand

Arthur Ford

Period

Jul 2025 to Feb 2026

My role

Concept and art direction, website and Erply product setup, social and paid launch

An entry-price numbered range had to look premium beside the main fragrances and be easy to buy online, in store and through agents.

Creative direction

• Each number has its own colour, shot two ways: clean packshots for the store, bold single-colour close-ups for social and ads
• One shoot planned for every channel: product pages, POS, in-store, social, ads and video

N°05 · Growth · Wellness

Sēkret Health: 9× in two years

Online sales grew 9× from 2023 to 2025, driven by product launches I art directed and advertised.

Brand

Sēkret Health, supplements and functional drinks

Period

2023 to now

My role

Co-launched the brand; store, Facebook and Instagram, Meta and Google ads, concept and art direction

A brand-new wellness brand, launched by me and one colleague inside a fragrance company, starting with no customers, no content and a low price point (average order about R360).

N°06 · New market · Reseller ecommerce

Michaels Bouquet: agent ordering

I built and launched michaelsbouquet.com for Kenya. Opening online ordering to agents in 2025 made agents 57% of store sales in its first year.

Brand

Michaels Bouquet, fragrance, Kenya

Period

2021 to now

My role

Built and launched the Shopify store; run social, Google ads and art direction remotely from South Africa

Agents in Kenya could only order offline, which capped how much they could sell and reorder. I built an agent ordering journey with tagged customers and agent pricing.

Sales to other customers kept growing too, up 14% that year.