Fashion E-Commerce Operations

Overview

End-to-end e-commerce operations for a fashion & lifestyle brand: running Shopify day-to-day, owning the Klaviyo CRM programme, coordinating merchandising and campaigns, and working cross-functionally with purchasing, customer service and external agencies.

Challenge

• ·Digital operations spread across multiple tools with no single owner accountable for the customer-facing surface.
• ·CRM and lifecycle emails treated as ad-hoc broadcasts rather than a programme with its own metrics and cadence.
• ·Merchandising, campaign preparation and content coordination happening reactively rather than on a plan.

Goals

• ·Establish a single owner and a documented operating rhythm for the digital storefront.
• ·Turn lifecycle marketing into a planned programme with owned metrics.
• ·Make campaign execution predictable — same shape, every time — across purchasing, content and CS.
• ·Tighten the feedback loop between commercial results and next-week's decisions.

Role

E-Commerce Manager. Full ownership of Shopify operations and the Klaviyo CRM programme, coordinating cross-functionally with purchasing, customer service, external agencies and photography.

Research

• ·Baseline audit of the Shopify catalogue, on-site journeys, checkout and reporting.
• ·Review of the existing Klaviyo account: flows, segments, deliverability and reporting.
• ·Structured conversations with internal stakeholders to understand seasonal calendar, buying rhythm and customer service pain points.

Strategy

• ·Treat the storefront as a product: one owner, one rhythm, one reporting surface.
• ·Sequence work by leverage — catalogue hygiene and core Klaviyo flows first, then campaign cadence, then experimentation.
• ·Prefer boring, repeatable operations to periodic overhauls.

Implementation

• ·Refined Shopify catalogue structure and merchandising rules; tightened product data hygiene.
• ·Rebuilt core Klaviyo flows (welcome, browse, cart, post-purchase, win-back) and moved to a planned campaign calendar with clear owners.
• ·Standardised campaign preparation: brief → assets → segment → send window → KPI → retrospective.
• ·Introduced weekly reporting so results shape the next week's plan.

Execution

• ·Documented operating rhythm: weekly merchandising, monthly CRM planning, seasonal campaign cycles.
• ·Shared calendar and briefs across purchasing, content, customer service and the agency.
• ·Weekly review loop tying commercial results back into next-week's decisions.

Tools

• ·Shopify — catalogue, merchandising, discounts, reports.
• ·Klaviyo — flows, campaigns, segmentation, A/B testing.
• ·Meta Ads & Google Ads — coordinated with the agency.
• ·Google Analytics 4, Shopify reports and spreadsheets for planning and reporting.
• ·AI-assisted tools for copy drafting, brief writing and repetitive operational work.

Results

• ·A predictable weekly and seasonal operating rhythm with clear ownership.
• ·A CRM programme with defined flows, segments and reporting rather than one-off newsletters.
• ·Faster, calmer campaign execution across purchasing, content and customer service.
• ·Cleaner reporting that connects merchandising and CRM decisions to commercial outcomes.
• ·Quantitative KPIs are confidential to the employer and intentionally omitted from this public case study.

Lessons Learned

• ·Boring operational rhythm compounds faster than periodic overhauls.
• ·Treating CRM as a product — with metrics, roadmap, iteration — changes the quality of the work.
• ·Cross-functional trust is built through predictable process, not heroics.

Next Steps

• ·Deeper segmentation and personalisation across the CRM programme.
• ·Structured experimentation calendar for merchandising and lifecycle emails.
• ·Tighter feedback loop between customer service insights and product / merchandising decisions.