Challenge: As a prominent CPG brand, my client traditionally relied heavily on in-store sales, which became increasingly challenging during the pandemic as consumer behavior shifted online. Given the brand portfolio's focus on consumer packaged goods (CPG), direct-to-consumer (DTC) solutions were underutilized.

Approach: To address the shift and drive incremental online and offline sales, I spearheaded implementation of an AI-powered shopping approach, leveraging market insights + data inputs to ensure efficient, targeted results. Despite not owning physical store locations, I established a bid strategy to optimize to category-specific ROAS targets, and incorporated online and estimated offline revenue to ensure a fully omnichannel path-to-conversion.

Impact: After implementing my proposed e-comm and offline sales strategy, the brand generated $1.2 million in sales revenue while driving ROAS above-target. As a result, their shopping media scaled YoY by 131% to capture growing demand and volume.

96% increase in conversions

96% increase in conversion value

1346% increase in ROAS