E-Commerce

Joined as the sole marketer for a consumer electronics brand. Built the full operation over three years — growing from a single channel to a multi-team structure covering paid, SEO, affiliate, content, email, and PR.

Negotiated exclusive European rights for Bresser and NatGeo outdoor products, and introduced Airbike as one of the first e-scooter brands across European markets. Later promoted to lead the US expansion — hit breakeven in 3 months against a 12-month internal target.

Ad spend grew from €30K/month at the start of Year 1 to €300K+/month at peak, with revenue tracking in parallel.

Built and operated my own e-commerce business selling textile products to the US market. Handled everything — product sourcing, supplier relationships, Shopify build, logistics, pricing, and paid acquisition.

Profitable from early on, with Meta and TikTok as primary acquisition channels driving traffic primarily to Amazon FBA. This wasn't a client account — my own money, my own decisions. Gave me a ground-level understanding of what e-commerce operators actually deal with: margin pressure, inventory risk, conversion friction, and the gap between ad performance and real profitability.

Managed paid acquisition for multiple luxury and contemporary fashion brands across different growth stages. Work ranged from building Shopify stores and launching acquisition from zero, to scaling into new European and US markets.

High AOV products require a different approach — longer consideration cycles, stronger creative alignment, and careful audience segmentation. Maintained ROAS targets across multiple brands simultaneously while managing creative testing and budget allocation per brand.

Worked with a Turkish farm-to-table grocery brand selling locally sourced products online. Rebuilt paid acquisition from scratch and extended scope well beyond ads — analytics, attribution modeling, heatmaps, CRO direction, YoY reporting, organic vs paid segmentation, email marketing structure, social content planning, and brand awareness initiatives.

Managed the people running these channels, not just the ad account. Took the brand from scattered digital activity to a structured, measurable growth system.