Case study
Sleeklemon
Building a healthcare apparel brand’s ecommerce engine from the ground up: store, app stack, retention, bundles and the calendar that keeps it all moving.
Building a healthcare apparel brand’s ecommerce engine from the ground up: store, app stack, retention, bundles and the calendar that keeps it all moving.
Sleeklemon is a bootstrapped healthcare apparel brand selling medical scrubs direct to consumers and to wholesale accounts. When I joined there was a product line and a lot of ambition, but no storefront, no customer data and no system for launching product.
I partner with the founders on the whole commercial side of the business: brand positioning, the website, budgeting, product development and go-to-market. I also own the profit and loss for the DTC and wholesale business alongside them, and direct the freelancers, contractors and agency partners who work across paid media, email, creative and SEO.
I built the Sleeklemon Shopify store from zero: the site architecture, navigation, theme, app stack and the first catalogue launch. I still lead its ongoing optimization, seasonal refreshes and development.
Every change is tested on a duplicate theme before it goes live, and I set the publishing standards, accessibility (AODA/WCAG), privacy and cookie consent rules the site runs on. I also built the customer service ecosystem in Gorgias, including a support landing page, AI chat, help centre, and order tracking and cancellation.
A Shopify store is only as fast and reliable as the apps plugged into it. I chose and manage the stack so every tool earns its place, passes clean data to the next one, and does not slow the site down.
That means regular app and security reviews, tracking and data checks, and keeping costs in line with the marketing budget.
I lead lifecycle marketing in Klaviyo, and designed the automated journeys that take a first-time visitor to a repeat customer. Every launch and promotion gets a campaign brief that sets the audience, channel, flighting, offer and success metrics, and I approve every customer-facing message as brand guardian.
Loyalty runs through Yotpo, with points, rewards and referrals working alongside bundling to grow repeat purchase rate, average order value (AOV) and customer lifetime value (CLV).
Scrubs are usually bought as a set, but shoppers were dropping off when they had to find a top and a matching pant separately. I built custom bundle product pages using Shopify metafields, so a shopper picks the set once and chooses the size and length for each piece on the same page.
Bundling sits inside a wider conversion rate optimization (CRO) program: recurring audits using GA4 funnels and Microsoft Clarity heatmaps and session recordings, and an A/B testing roadmap across product pages, calls to action, offers and timing.
I own the annual marketing and launch calendar in ClickUp, sequencing product launches, promotions and content, and I run the weekly standups with design, marketing, product development, contractors and agency partners.
For every one of 80+ launches I own positioning, timing, photography, landing pages, product pages and messaging, and make the go/no-go call based on inventory, photography and content readiness.
UGC is the backbone of Sleeklemon’s paid social. I write the creator briefs, recruit and manage the creators, and plan the videos by funnel stage, so every piece has a clear job before it is shot.
Top of funnel videos lead with a hook that stops a nurse mid-scroll. Bottom of funnel videos answer the questions that stop a purchase, like fit, stretch, price and how the scrubs hold up after a long shift. Comment replies turn real customer questions into new creative.
Alongside UGC, I direct the brand-side ad creative. The “Not your ordinary scrubs” campaign gave Sleeklemon a bold, energetic look on Instagram and Facebook, and a colourway series shows every shade with close-up detail shots so shoppers can compare at a glance.
Each concept is built in static and motion, in square and vertical formats, so it fits feed, stories and reels without a second shoot.
I built the reporting ecosystem in Looker Studio, GA4 and Excel, and deliver weekly, monthly and quarterly performance reviews, launch dashboards and promotional post-mortems to the founders.
I have taken a brand from an empty Shopify store to a full DTC and wholesale business. Tell me where you are starting from.
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