E-Commerce
E-Commerce
I oversaw the planning, execution, and delivery of all product launches across Patta’s in-house collections and external brand partnerships, ensuring every release met the brand’s creative and commercial standards. This included managing internal teams and external stakeholders across buying, logistics, marketing, and design to uphold launch schedules and maintain visual consistency across site, mobile, and social channels. I developed all editorial photography and seasonal lookbooks for Patta.nl, as well as for associated satellite platforms, shaping the brand’s digital presence through cohesive art direction and high-impact campaign imagery.
I also produced all paid social assets—repurposing editorial content and adapting it for Facebook and Instagram ad formats to maximise engagement and conversion. My creative assets supported a dynamically priced month-long sale campaign that generated over €250,000 in revenue. Alongside this, I led the rollout of SEO-optimised product copy for both in-house and third-party collections, positioning Patta releases with elevated narrative value while tailoring cross-brand drops for search performance.
Through continuous A/B testing, UX-informed merchandising, and close collaboration with operational leads, I helped improve sell-through rates and user flow across Patta’s Shopify ecosystem and Tapcart mobile app—driving long-term value across digital channels.
Patta Product Pages (PDP) and Collection Pages (PLP)
I implemented an SEO-optimised e-commerce model on Shopify, resulting in a 3–5% increase in conversion rates and improved sell-through across all online channels. Over an 18-month period, I introduced original product copy and coordinated both male and female model photography for all Patta in-line products, establishing a consistent visual identity that reflected diversity and POC representation.
I wrote all product copy across the site, crafting a unified brand voice and narrative for each season. Patta’s own collections were given priority, with detailed product descriptions that emphasised construction, fit, and design philosophy—positioning them as the pinnacle offering compared to other third-party releases. For collaborative and cross-brand drops, I developed concise, SEO-driven copy that maintained tone while maximising search visibility.
I managed site navigation and merchandising strategy to enhance user experience and drive sales. This included curating seasonal collection pages using a combination of flat-lay and model imagery. I conducted two-week A/B testing cycles across all product listing page (PLP) imagery to optimise layout performance and conversion.
I also created all banner assets for the Tapcart mobile app, using A/B testing to identify top-performing product categories and tailoring the creative to suit user engagement patterns. These improvements significantly boosted mobile conversion and retention.
Additionally, I worked cross-functionally with logistics, buying, and creative teams to streamline product launch timelines and improve operational efficiency across the e-commerce pipeline.
