US streetwear brand from launch to profitable scale
Launched a US streetwear brand from a cold Shopify install to a profitable, branded search engine - 6.7× ROAS on Google with healthy organic compound.
Project statement
Launched a US streetwear brand from a cold Shopify install to a profitable, branded search engine - 6.7× ROAS on Google with healthy organic compound.
Where the brand started
A brand-new US streetwear label starting from a cold Shopify install: no domain authority, no branded demand, and a niche audience. There was no awareness budget to burn, so the programme had to pay for itself almost immediately.
The problem worth solving
New brand, no domain authority, niche audience, and a need to be profitable from month one - no luxury of awareness budgets.
What success had to look like
Reach profitability fast without mortgaging long-term growth - build branded demand and organic equity while paid media carried the near-term revenue.
The thinking behind the plan
Sequence the channels. Product-led SEO to capture the intent that already exists, hyper-targeted Shopping to buy only the highest-probability clicks, creative testing to keep acquisition costs falling, and lifecycle email to make each acquired customer worth more.
What actually shipped
Branded + product-led SEO first
Built the organic foundation around branded and product intent, so the brand owned its own name and its highest-intent product queries before spending on discovery.
Hyper-targeted Google Shopping
Tight Shopping structure aimed at the narrow, high-intent slice of the market rather than broad apparel demand - the only way to be profitable in month one.
Meta creative testing pipeline
A repeatable creative testing loop so winning angles were found systematically instead of relying on a single hero ad.
Klaviyo lifecycle programme
Lifecycle email built to increase repeat purchase value - lifting LTV so acquisition could stay aggressive without breaking unit economics.
How results were tracked
Platform ROAS on Google, branded search volume growth, LTV movement through the Klaviyo lifecycle, and months to profitability from launch.
What this engagement taught
“For a launch with no awareness budget, profitability comes from narrowing - not scaling. Branded search is the clearest signal that paid spend is building an asset instead of renting traffic.
What I owned on this project
Digital Marketing - growth lead, SEO and paid media - leading strategy, execution and measurement across eCommerce SEO, Technical SEO, Google Shopping, Meta Ads, Email.