Case Study - Via Trading (B2B e‑commerce)
Title: One Brand, One System: Digital Transformation & Relaunch
Snapshot / Context
Wholesale liquidation brand modernizing its stack, story, and growth engine.
Challenge
Fragmented tech and messaging made it hard to measure or scale what worked.
Interventions
- Replatformed to BigCommerce
- Implemented HubSpot CRM / Marketing Hub
- Rebuilt IA and conversion‑first forms
- Authored brand book and PR kit
- Instrumented GA4 / GTM and leadership dashboards
The System in Motion (AARRR)
We expanded Acquisition beyond search into performance creative and partner content. Activation improved with cleaner IA and conversion‑first forms. Retention came from segmented email journeys. Referral was sparked through seller/buyer invitations and testimonial capture. Revenue grew via offer architecture and account expansion.
Evidence & Outcomes
- Speed improved across core user journeys
- Form completion rate increased — cleaner IA + fewer fields
- Qualified pipeline grew; dashboards aligned sales and marketing
Artifacts
Sitemaps, brand book, dashboards, lifecycle maps, PR kit.
Team & Stack
BigCommerce
HubSpot
GA4/GTM
Looker/Sheets
Cross‑functional squad
What Changed
A single operating model for growth, with evidence built in.
Implementation
What was shipped, how it operated, who was involved.
- Workstream A
- Workstream B
- Workstream C
- Governance / Measurement
Results
Outcomes & Metrics (resume-sourced only):
