Live Commercial Case Study
Role: E-commerce Marketing & Creative Manager Timeline: Dec 2020 – Nov 2023
Context: Coco The Toy was a self-led direct-to-consumer (D2C) pet accessories brand developed and launched on Shopify. I executed the full go-to-market strategy — from supplier sourcing and private labelling to campaign delivery and performance tracking. The project applied marketing execution while testing decision patterns, pricing positioning and behavioural response frameworks. Managed full marketing ownership with a £14.5K budget.
****This case study outlines the go-to-market (GTM) strategy executed for Coco The Toy — a self-led e-commerce project targeting the UK pet market. The strategy spanned full-cycle brand launch and growth, from market entry through to performance tracking.
****Products were priced at £18 to align with mid-premium positioning in the pet accessories market. • Customer Segmentation & Testing: Targeted UK-based families with dogs, particularly professionals with an average household income of £45,000 • Channel Selection: Primary channel was Shopify for direct-to-consumer (D2C) access.
Launched a brand awareness campaign using Meta Ads, TikTok Ads, and Google Ads. Applied full-funnel logic: cold audience targeting followed by retargeting flows informed by engagement data. Customer response patterns were tracked to assess emotional product connection and repeat purchase intent.
****Developed full visual identity including logo, packaging, and brand tone. Packaging was produced in-house to enhance perceived value and build trust within the target audience.
Selected assets from go-to-market rollout, brand identity design, CRM execution, and campaign testing — included to illustrate strategic application, not commercial output.
Built full customer journey maps using Mailchimp and HubSpot, including abandoned cart automation, post-purchase flows, and audience retargeting layers.