Ruben LozanoFractional Marketer
    ES

    Growth Marketing Specialist at The Bright Angle

    Finding ways to increase conversion rate and number of sales for an artisan ceramics studio and gallery in Asheville, North Carolina.

    Jan 2019 – Jul 2019
    Remote Freelance
    Remote · Asheville, United States

    The Company

    What is The Bright Angle?

    The Bright Angle is a ceramics studio, gallery, and residency program in Asheville, NC. They combine contemporary design with traditional craft, offering handmade ceramics alongside artist residencies and educational programs.

    Visit The Bright Angle

    North Star Metric (NSM)

    My Objective

    The main objective was to increase online sales for the ecommerce store. This involved optimising the conversion funnel, improving product pages, implementing email marketing sequences, and running targeted social media advertising to drive qualified traffic to the online shop.

    NSM: Online Sales Revenue

    Optimised Metrics

    Results

    28%
    Conversion Rate
    35%
    Online Revenue
    42%
    Email Open Rate
    15%
    Cart Abandonment Recovery
    60%
    Social Traffic

    Execution

    Tasks & Responsibilities

    Tasks

    1. 1Analyse the ecommerce conversion funnel and identify drop-off points.
    2. 2Implement email marketing flows: welcome series, cart abandonment, and post-purchase.
    3. 3Create and manage social media advertising campaigns on Facebook and Instagram.
    4. 4Optimise product pages for better conversion rates.

    Responsibilities

    1. 1Responsible for improving the online store conversion rate.
    2. 2Responsible for email marketing strategy and automation.
    3. 3Responsible for paid social media campaigns and ROI reporting.

    Transparency

    Successes & Failures

    Successes

    • Increased conversion rate by 28% through UX improvements and A/B testing.
    • Built automated email marketing flows that recovered 15% of abandoned carts.
    • Grew social media traffic by 60% with targeted ad campaigns.

    Failures

    • Limited budget constrained the ability to test more channels beyond social media.

    Marketing Areas

    Areas at The Bright Angle

    CRO

    Conversion rate optimisation for the ecommerce store through UX improvements and testing.

    Email Marketing

    Automated email flows for customer lifecycle: welcome, abandonment, retention.

    Paid Social

    Facebook and Instagram advertising campaigns targeting art and design audiences.

    Marketing Technology Stack

    Tools at The Bright Angle

    Shopify
    Mailchimp
    Facebook Ads
    Instagram Ads
    Google Analytics
    Hotjar
    Canva

    Testimonial

    Feedback from The Bright Angle

    "Ruben helped us understand our online customers better and turn that understanding into real sales growth. His approach was analytical yet creative."
    Nick Moen
    Founder, The Bright Angle

    Time Commitment

    Time at The Bright Angle

    Remote freelance project working with a US-based client. Communication via email and video calls with weekly check-ins.

    2
    Hours worked
    1
    Meetings
    3
    Areas applied

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