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Case Studies
Welcome to my professional portfolio.
Here you’ll find a selection of my work on brand design, marketing funnels, and growth systems.
Explore each case study to learn more.
Everware
[THE CONTEXT]
Everware had strong products and growing retail partnerships, but its digital marketing infrastructure hadn't kept pace. DTC was underperforming relative to the product quality and retail presence. Ad creative was stale, the email program was underbuilt, the Shopify site funneled all traffic to the homepage, and there was no cohesive system connecting paid, owned, and earned channels across multiple brands. The team needed someone who could own the full marketing stack — not just run campaigns, but build the connective tissue between brand, performance, and operations.
[THE SOLUTION]
<Brand Strategy + Creative Direction>
> Developed complete visual refreshes and creative asset libraries for Cangshan, New Star, and Artaste. Led early-stage concept exploration and brand development for Flatiron, a new made-in-USA line tied to Everware's domestic manufacturing launch.
> Collaborated on product launches and GTM strategy across the Everware factory team, retail partners (Costco, Williams Sonoma, Crate & Barrel), influencer/affiliate relationships, PR agency, and media.
<Ecommerce + CRO>
> Rebuilt Shopify experience architecture from the ground up — replacing a product page-only linking tactic with a full landing page strategy for product series, seasonal campaigns, brand stories, and sales events, then continuously optimized for conversion.
<Paid Media + Performance>
> Managed $400K+ annual ad budget in partnership with media buyer agency.
> Overhauled all ad creative and copy, expanded platform testing into Reddit and Pinterest, and ran continuous format and strategy testing.
> Achieved 3–4x ROAS with YoY increases of ~27% in impressions, ~21% in purchases, and ~10% in attributed revenue.
<Email, SMS + Lifecycle>
> Owned the email/SMS and loyalty/reviews/UGC platform (Yotpo) end-to-end.
> Grew the subscriber list from 11K to 24K+, increased email-attributed revenue 22%, lifted order volume 42%, and improved ROI from 8x to 29x.
> Tested templates, dynamic recommendations, API integrations, and audience segmentation.
> Negotiated a ~61% platform cost reduction during annual contract renewal.
> When existing automated email flows broke mid-season ahead of Black Friday, troubleshot and rebuilt the critical flows to keep the revenue engine running during the brand's highest-stakes sales window.
<Integrated + Offline>
> Connected online and offline brand experiences: product QR codes linking to care & maintenance landing pages, a consumer-facing sweepstakes activation at Austin Food & Wine Festival, Drew Barrymore show redemption fulfillment, LA fires product replacement program, and sponsorship giveaway redemption processes.
<PR + Partnerships>
> Spearheaded PR opportunities including 'best of' award nominations across platforms, ghostwriting for leadership to be quoted in trade publications, and podcast sponsorship outreach with relevant creators like Molly Baz and @wishbonekitchen.
[THE RESULTS]
> Multiple record DTC sales periods
> 16% revenue growth · 22% conversion lift · 31% order volume increase (Shopify YoY)
> 3–4x ROAS on $400K+ annual ad spend
> Email ROI: 8x → 29x
> 2x+ subscriber list growth (11K → 24K+)
> 61% platform cost reduction (Yotpo renewal)
[THE TESTIMONIALS]
"I had the privilege of working closely with Wendi on a cross-functional Ecomm/Marketing team for two years, and she quickly became the kind of creative partner you can trust with absolutely anything. She brings a level of taste, intuition, and brand sensitivity that you simply cannot teach.
Wendi played a pivotal role in building a new brand's visual identity from the ground up, approaching every decision with a thoughtful and strategic eye. She also had an exceptional ability to stay on top of digital trends and translate them into relevant creative.
What I appreciated the most about Wendi was her willingness to jump in wherever she was needed. Whether it was a last-minute pivot or a project outside her formal responsibilities, Wendi was someone we could always count on. She was dependable, collaborative, and a great teammate. Any team would be lucky to have Wendi."
- Lauren Soules, Director Of Strategic Channels
"Wendi is a gifted collaborator. She has a keen understanding of brand building and sales strategy. Wendi has a solid understanding of digital marketing and how to translate metrics into strategies. Her adaptive nature makes her a valuable team player who is able to handle erratic work flows and tight deadlines.
Wendi's humor and style always bring great energy to the tasks at hand. I highly recommend her."
- Adam Fischer, Vice President of Brand
Everware had strong products and growing retail partnerships, but its digital marketing infrastructure hadn't kept pace. DTC was underperforming relative to the product quality and retail presence. Ad creative was stale, the email program was underbuilt, the Shopify site funneled all traffic to the homepage, and there was no cohesive system connecting paid, owned, and earned channels across multiple brands. The team needed someone who could own the full marketing stack — not just run campaigns, but build the connective tissue between brand, performance, and operations.
[THE SOLUTION]
<Brand Strategy + Creative Direction>
> Developed complete visual refreshes and creative asset libraries for Cangshan, New Star, and Artaste. Led early-stage concept exploration and brand development for Flatiron, a new made-in-USA line tied to Everware's domestic manufacturing launch.
> Collaborated on product launches and GTM strategy across the Everware factory team, retail partners (Costco, Williams Sonoma, Crate & Barrel), influencer/affiliate relationships, PR agency, and media.
<Ecommerce + CRO>
> Rebuilt Shopify experience architecture from the ground up — replacing a product page-only linking tactic with a full landing page strategy for product series, seasonal campaigns, brand stories, and sales events, then continuously optimized for conversion.
<Paid Media + Performance>
> Managed $400K+ annual ad budget in partnership with media buyer agency.
> Overhauled all ad creative and copy, expanded platform testing into Reddit and Pinterest, and ran continuous format and strategy testing.
> Achieved 3–4x ROAS with YoY increases of ~27% in impressions, ~21% in purchases, and ~10% in attributed revenue.
<Email, SMS + Lifecycle>
> Owned the email/SMS and loyalty/reviews/UGC platform (Yotpo) end-to-end.
> Grew the subscriber list from 11K to 24K+, increased email-attributed revenue 22%, lifted order volume 42%, and improved ROI from 8x to 29x.
> Tested templates, dynamic recommendations, API integrations, and audience segmentation.
> Negotiated a ~61% platform cost reduction during annual contract renewal.
> When existing automated email flows broke mid-season ahead of Black Friday, troubleshot and rebuilt the critical flows to keep the revenue engine running during the brand's highest-stakes sales window.
<Integrated + Offline>
> Connected online and offline brand experiences: product QR codes linking to care & maintenance landing pages, a consumer-facing sweepstakes activation at Austin Food & Wine Festival, Drew Barrymore show redemption fulfillment, LA fires product replacement program, and sponsorship giveaway redemption processes.
<PR + Partnerships>
> Spearheaded PR opportunities including 'best of' award nominations across platforms, ghostwriting for leadership to be quoted in trade publications, and podcast sponsorship outreach with relevant creators like Molly Baz and @wishbonekitchen.
[THE RESULTS]
> Multiple record DTC sales periods
> 16% revenue growth · 22% conversion lift · 31% order volume increase (Shopify YoY)
> 3–4x ROAS on $400K+ annual ad spend
> Email ROI: 8x → 29x
> 2x+ subscriber list growth (11K → 24K+)
> 61% platform cost reduction (Yotpo renewal)
[THE TESTIMONIALS]
"I had the privilege of working closely with Wendi on a cross-functional Ecomm/Marketing team for two years, and she quickly became the kind of creative partner you can trust with absolutely anything. She brings a level of taste, intuition, and brand sensitivity that you simply cannot teach.
Wendi played a pivotal role in building a new brand's visual identity from the ground up, approaching every decision with a thoughtful and strategic eye. She also had an exceptional ability to stay on top of digital trends and translate them into relevant creative.
What I appreciated the most about Wendi was her willingness to jump in wherever she was needed. Whether it was a last-minute pivot or a project outside her formal responsibilities, Wendi was someone we could always count on. She was dependable, collaborative, and a great teammate. Any team would be lucky to have Wendi."
- Lauren Soules, Director Of Strategic Channels
"Wendi is a gifted collaborator. She has a keen understanding of brand building and sales strategy. Wendi has a solid understanding of digital marketing and how to translate metrics into strategies. Her adaptive nature makes her a valuable team player who is able to handle erratic work flows and tight deadlines.
Wendi's humor and style always bring great energy to the tasks at hand. I highly recommend her."
- Adam Fischer, Vice President of Brand
Pelazzio
[THE CONTEXT]
Pelazzio had strong local acquisition pipeline and consistent event volume, but needed critical content and strategy updates. Paid media was running but without optimized creative or refined targeting. The brand identity was dated and inconsistent across touchpoints. The venue's Instagram — its primary organic channel — had been stagnant. The new CRM system needed front-end development, lifecycle automation, and systematic processes to capture leads, qualify them, route them to the right sales agent, or stay in touch after the event. The entire marketing ecosystem needed to be updated and built from scratch.
[KEY IMPACT]
<CRM & Lifecycle Infrastructure>
> Built the front-end CRM and digital lifecycle system from scratch across WordPress and Zoho — designing workflows, modules, automations, API integrations, campaign sequences, and landing pages to optimize user journeys from first touch through post-conversion. This meant mapping the full customer journey for a high-touch venue sales process and building every touchpoint that didn't exist yet.
<Lead Generation & Sales Enablement>
>Designed and deployed lead magnets and qualification tools — including an automated quote calculator that gauged budget fit and event scope before routing qualified leads to the right sales agents.
> Optimized agent assignment workflows and built post-purchase fulfillment automations covering contracts, event detail coordination, vendor communication, and timeline management.
<Post-Event Re-engagement>
> Created an automated system that delivered photobooth photos to opted-in event guests after their event — extending the brand relationship beyond the event itself and opening a new top-of-funnel acquisition channel. Guests who attended someone else's wedding became potential leads for their own.
<Paid Media & Performance>
> Overhauled paid media creative and copy, refined audience targeting for local bridal and event-planning demographics, and ran continuous ad format and strategy testing across a $130K annual budget.
<Brand Refresh>
> Led a complete brand refresh — translating strategy into a cohesive visual identity, messaging framework, and full suite of multimedia marketing collateral across print, digital, and on-site materials.
<Social Media Recovery & Growth>
> Recovered the venue's Instagram account after a month-long deactivation, restoring the primary organic channel and rebuilding engagement.
> Drove organic social growth and lifted event marketing attendance up to 2.5× through integrated promotional campaigns.
[RESULTS]
> ~23× marketing efficiency ratio (MER)
> Annual revenue maintained above $3.5M baseline
> Event attendance lifted up to 2.5×
> Full CRM + lifecycle system built from zero
> Instagram account recovered after month-long deactivation
> $130K ad budget managed with continuous optimization
Pelazzio had strong local acquisition pipeline and consistent event volume, but needed critical content and strategy updates. Paid media was running but without optimized creative or refined targeting. The brand identity was dated and inconsistent across touchpoints. The venue's Instagram — its primary organic channel — had been stagnant. The new CRM system needed front-end development, lifecycle automation, and systematic processes to capture leads, qualify them, route them to the right sales agent, or stay in touch after the event. The entire marketing ecosystem needed to be updated and built from scratch.
[KEY IMPACT]
<CRM & Lifecycle Infrastructure>
> Built the front-end CRM and digital lifecycle system from scratch across WordPress and Zoho — designing workflows, modules, automations, API integrations, campaign sequences, and landing pages to optimize user journeys from first touch through post-conversion. This meant mapping the full customer journey for a high-touch venue sales process and building every touchpoint that didn't exist yet.
<Lead Generation & Sales Enablement>
>Designed and deployed lead magnets and qualification tools — including an automated quote calculator that gauged budget fit and event scope before routing qualified leads to the right sales agents.
> Optimized agent assignment workflows and built post-purchase fulfillment automations covering contracts, event detail coordination, vendor communication, and timeline management.
<Post-Event Re-engagement>
> Created an automated system that delivered photobooth photos to opted-in event guests after their event — extending the brand relationship beyond the event itself and opening a new top-of-funnel acquisition channel. Guests who attended someone else's wedding became potential leads for their own.
<Paid Media & Performance>
> Overhauled paid media creative and copy, refined audience targeting for local bridal and event-planning demographics, and ran continuous ad format and strategy testing across a $130K annual budget.
<Brand Refresh>
> Led a complete brand refresh — translating strategy into a cohesive visual identity, messaging framework, and full suite of multimedia marketing collateral across print, digital, and on-site materials.
<Social Media Recovery & Growth>
> Recovered the venue's Instagram account after a month-long deactivation, restoring the primary organic channel and rebuilding engagement.
> Drove organic social growth and lifted event marketing attendance up to 2.5× through integrated promotional campaigns.
[RESULTS]
> ~23× marketing efficiency ratio (MER)
> Annual revenue maintained above $3.5M baseline
> Event attendance lifted up to 2.5×
> Full CRM + lifecycle system built from zero
> Instagram account recovered after month-long deactivation
> $130K ad budget managed with continuous optimization
Bayou Buzz
[KEY IMPACT]
> Directed the agency's brand and website refresh — updated identity, new site architecture, and redesigned client intake and information collection forms.
> Managed social media content strategy and creation across multiple client accounts including Aga's, Charcuterie Houston, Yumcha, and Rouxpour — producing culturally relevant, trend-aware content with strategic use of trending sounds, memes, and timely cultural references.
> Drove consistent month-over-month social growth across client accounts: 15–18% follower growth, 35–66% engagement increases, and 15–24% reach gains.
[RESULTS]
> 15–24% reach growth (MoM)
> 35–66% engagement growth (MoM)
> 15–18% follower growth (MoM)
> Agency rebrand + website relaunch
Clients: Aga's, Charcuterie Houston, Yumcha, Rouxpour
> Directed the agency's brand and website refresh — updated identity, new site architecture, and redesigned client intake and information collection forms.
> Managed social media content strategy and creation across multiple client accounts including Aga's, Charcuterie Houston, Yumcha, and Rouxpour — producing culturally relevant, trend-aware content with strategic use of trending sounds, memes, and timely cultural references.
> Drove consistent month-over-month social growth across client accounts: 15–18% follower growth, 35–66% engagement increases, and 15–24% reach gains.
[RESULTS]
> 15–24% reach growth (MoM)
> 35–66% engagement growth (MoM)
> 15–18% follower growth (MoM)
> Agency rebrand + website relaunch
Clients: Aga's, Charcuterie Houston, Yumcha, Rouxpour
Truffel by Niantic Labs
[KEY IMPACT]
> Developed brand identity assets including logo concepts, sticker sets, and visual identity elements for the Truffel product.
> Contributed creative direction for how the brand would show up across digital touchpoints — balancing Niantic's tech-forward DNA with the warmth and approachability a social discovery product requires.
> Developed brand identity assets including logo concepts, sticker sets, and visual identity elements for the Truffel product.
> Contributed creative direction for how the brand would show up across digital touchpoints — balancing Niantic's tech-forward DNA with the warmth and approachability a social discovery product requires.
Top Wellness
[KEY IMPACT]
> Optimized the Google Business Profile for local search visibility — improving listing completeness, category accuracy, and keyword presence.
> Designed and implemented a review generation strategy using in-store QR codes at checkout to encourage customer reviews on Google.
> Provided foundational brand design updates to align marketing materials with a more professional, cohesive identity.
> Optimized the Google Business Profile for local search visibility — improving listing completeness, category accuracy, and keyword presence.
> Designed and implemented a review generation strategy using in-store QR codes at checkout to encourage customer reviews on Google.
> Provided foundational brand design updates to align marketing materials with a more professional, cohesive identity.
Our Home Realty
[KEY IMPACT]
> Developed the complete brand kit from scratch: logo design, color palette, typography, and a comprehensive brand style guide.
> Designed marketing collateral, listing materials, and client-facing assets.
> Built the initial web presence and lead capture infrastructure
> Developed the complete brand kit from scratch: logo design, color palette, typography, and a comprehensive brand style guide.
> Designed marketing collateral, listing materials, and client-facing assets.
> Built the initial web presence and lead capture infrastructure
PORTFOLIO
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