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