INverse Trends
E-commerce · Digital Advertising · Analytics · Customer Experience
Built and scaled e-commerce and dropshipping businesses end to end, owning the path from product research and Shopify setup to paid acquisition, analytics, customer support and profitability. Because the capital was my own, decisions had to be fast, data-backed and commercially accountable.
WHAT I OWNED
- Researched products, competitors, customer demand and creative patterns to identify commercially viable offers and prioritize testing.
- Built and customized Shopify stores, product pages and merchandising journeys to improve conversion and customer experience.
- Managed Google Ads, Facebook/Meta Ads and Instagram acquisition with continuous creative testing, audience optimization and ROAS tracking.
- Used GA4, SQL and dashboards to analyze campaign performance, conversion behavior, CAC, LTV, order economics and profitability.
- Handled thousands of customer queries across email and phone, including troubleshooting, returns, refunds and post-purchase support.
- Used customer pain points, order data and campaign insights to identify root causes and improve product, process and advertising decisions.
BUSINESS IMPACT
- $500,000+ CAD revenue generated
- 31,000+ fulfilled orders
- 5–12 ROAS across winning products
- Optimised CAC, LTV, campaign ROI and product-level profitability
- Managed thousands of customer queries and post-purchase issues
- Built repeatable e-commerce systems across acquisition, conversion, fulfillment and support
RELEVANT CAPABILITIES
Relevant capabilities include e-commerce, digital advertising, commerce strategy, Google Ads, Meta Ads, Shopify, performance analytics, ROAS/CAC/LTV measurement, customer support, technical troubleshooting, dashboard analysis and customer-journey optimization.
Product Research
Used Facebook Ad Library, TikTok and competitor research to identify products and ad combinations with commercial potential.
Shopify
Built and customised Shopify stores with brand-specific graphics and merchandising to improve customer experience.
Advertising
Managed paid acquisition with a focus on profitable creative-product combinations, testing and rapid optimisation.
Customer Service
Managed returns, refunds and thousands of customer queries across email and call support.
