Overview

At Balfour & Co, a national leader in graduation products and class rings, I started as a Web Producer and advanced to E-commerce Manager between 2018 and 2023. I led key initiatives across web development, product feed automation, SEO, email marketing, and paid media — delivering measurable growth and operational efficiency.

🧩 My Roles & Responsibilities

Timeline: 2018–2023
Roles Held:

• Web Producer
• E-commerce Specialist
• E-commerce Manager

🧠 Tech Stack & Tools Used

✅ Key Initiatives & Results

🔧 1. Website & School Page Revamp

I redesigned Balfour’s primary website and optimized hundreds of school-specific landing pages using Sitecore CMS and Adobe Commerce:

• Improved product discovery, navigation, and UX
• Enabled location-based personalization
• Streamlined checkout and promo logic with Magento

📈 Result: Reduced bounce rate, increased engagement, and better conversion across school-specific traffic.

🖼️ 2. Dynamic Product Rendering + Feed Automation

Using LiquidPixels and GoDataFeed, I automated and personalized Balfour’s product catalog across all channels:

• Enabled live preview for custom rings
• Synced inventory and descriptions across Google Shopping, Meta Ads, and Instagram Shop
• Ensured consistent, optimized product listings

📈 Result: Reduced cart abandonment and improved click-through rates on shopping ads.

🔍 3. SEO & Technical Optimization

I led an enterprise-level SEO initiative using Screaming Frog, SEMrush, Ahrefs, and Google Search Console:

• Fixed crawl errors, redirected legacy URLs, and optimized metadata
• Deployed structured data (schema) for product listings and FAQs
• Researched and targeted high-conversion keywords

📈 Result: +300% growth in organic traffic YOY; multiple products ranked on Page 1 for competitive terms.

📢 4. Klaviyo Email Marketing Strategy

To increase customer retention and lifecycle revenue, I implemented Klaviyo for:

• Behavior-based email flows (abandoned cart, win-back, thank you, upsell)
• Segmentation by product type, geography, and purchase history
• A/B testing of subject lines, CTAs, and send times

📈 Result: Email revenue grew by over 40%, with high open and conversion rates across automated flows.

📦 5. Ads & Integrations Across Platforms

I managed Google Merchant Center, Meta Ads, and Instagram Shop integrations:

• Fixed feed compliance issues
• Launched dynamic product retargeting
• Connected backend systems using Oracle APIs and NetSuite for real-time updates

📈 Result: Improved ROAS, better attribution, and consistent ad delivery across all platforms.

💡 Lessons Learned

• Scaling eCommerce requires tight integration between marketing, tech, and operations
• Tools like Klaviyo, LiquidPixels, and GoDataFeed can transform both UX and revenue
• A successful SEO strategy is not just keywords — it’s technical, content-driven, and ongoing

🎯 Final Thoughts

My time at Balfour was a masterclass in enterprise eCommerce operations. From rebuilding pages and optimizing product feeds to automating email flows and improving ad performance, I drove measurable results across the board.

🚀 Ready to optimize your eCommerce operations? Let’s work together.

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🎓 Case Study: Scaling Balfour’s E-commerce Platform — From Web Production to SEO-Driven Growth

Overview

At Balfour & Co, a leading provider of graduation products and class rings, I started as a Web Producer and advanced to E-commerce Manager (2018–2023). Over five years, I led key initiatives that improved website performance, product automation, SEO, email marketing, and paid media, delivering measurable growth and efficiency.

🧩 My Roles & Responsibilities

Timeline: 2018–2023

Roles Held:

• Web Producer
• E-commerce Specialist
• E-commerce Manager

🛠️ Tech Stack & Tools Used

✅ Key Initiatives & Results

🔧 1. Website & School Page Revamp

I redesigned Balfour’s main website and school-specific landing pages using Sitecore CMS and Adobe Commerce (Magento) to:
✅ Improve navigation, mobile responsiveness, and site speed
✅ Implement geo-targeted landing pages for different schools
✅ Optimize checkout and promotions via Magento’s promo engine

📈 Result: Lower bounce rates and higher engagement across school-specific pages.

🖼️ 2. Dynamic Product Rendering & Feed Automation

I implemented LiquidPixels and GoDataFeed for product rendering and automation:
✅ Enabled real-time product personalization for rings and apparel
✅ Synced product listings with Google Shopping, Meta Ads, and Instagram Shop
✅ Reduced manual work by automating product feed updates

📈 Result: Increased product engagement and higher CTR on ads.

🔍 3. SEO Overhaul & Organic Traffic Growth

I led a full SEO strategy using Screaming Frog, SEMrush, Ahrefs, and Google Search Console:
✅ Fixed crawl issues, duplicate content, and URL structure
✅ Deployed schema markup for rich search results
✅ Optimized high-intent keywords for graduation season

📈 Result: +300% increase in organic traffic, with multiple products ranking on Page 1 of Google.

📩 4. Klaviyo Email Marketing & Retention Strategy

I set up Klaviyo email automation to boost customer retention:
✅ Implemented abandoned cart recovery, upsell sequences, and win-back campaigns
✅ Segmented lists based on purchase behavior, product type, and geography
✅ A/B tested email subject lines and CTAs for better conversion

📈 Result: Email revenue grew by 40%, improving lifetime customer value (LTV).

📦 5. Google Shopping, Meta Ads, and Instagram Shop Optimization

I managed Google Merchant Center, Meta Ads, and Instagram Shop, ensuring:
✅ Fixed feed errors for compliance and visibility
✅ Set up dynamic retargeting campaigns
✅ Integrated NetSuite + Oracle APIs for real-time inventory updates

📈 Result: Higher ROAS and better tracking across Google & Meta platforms.

📌 FAQ – Common Questions About This Project

1. How did Sitecore and Adobe Commerce help in scaling Balfour’s eCommerce?

Sitecore CMS provided a robust content management system, enabling personalized experiences for each school’s landing page. Adobe Commerce (Magento) handled product catalog, promotions, and checkout flow, making it easier to scale with advanced eCommerce functionality.

2. What was the biggest challenge in SEO, and how did you fix it?

One major challenge was duplicate content across school landing pages (since each school had similar product offerings). I solved this by:
✅ Implementing canonical tags and structured data
✅ Developing unique meta descriptions and on-page content for each school
✅ Using SEMrush & Screaming Frog to continuously monitor SEO health

3. How did Klaviyo email marketing improve conversions?

Klaviyo allowed us to:
✅ Automate email flows like abandoned cart reminders and post-purchase upsells
✅ Create hyper-personalized campaigns based on student graduation years
✅ Integrate with Google Analytics & Meta Ads for multi-channel tracking

Result: 40% increase in email-driven revenue 🚀.

4. What improvements did you make to Google Shopping & Meta Ads?

I optimized product feeds using GoDataFeed, ensuring:
✅ High-quality product images & descriptions
✅ Error-free data sync with Google Merchant Center & Meta Ads
✅ ROAS-focused retargeting & lookalike audience segmentation

Result: Better ad relevance, lower CPC, and increased revenue.

5. What were the key takeaways from this project?

• Automation & integrations (NetSuite, Oracle APIs) make scaling eCommerce more efficient.
• SEO & content-driven marketing are long-term growth levers for organic sales.
• Email marketing is still king when done right (Klaviyo automation = higher retention).

🎯 Conclusion

My time at Balfour & Co was a deep dive into enterprise eCommerce management, where I successfully led SEO, automation, and marketing strategies that delivered tangible business results.

✅150% organic traffic growth
✅ 15% increase in email revenue
✅ Higher ROAS on Meta & Google Ads
✅ Optimized site performance & UX for better conversions