DTC E-Commerce Testing

RolePaid Media Strategy Lead

ChannelsMeta

Developed a controlled testing framework to evaluate messaging resonance and audience performance before a larger annual media investment.

This case study focuses on measurement readiness, first-party audience controls, and the testing framework developed before campaign activation.

Testing Objective & Planning Scope

Planning Area

Scope

Testing Objective

DTC Offer Validation

Evaluate promotional mechanics and brand value propositions for an e-commerce acquisition program

Measurement Readiness

Priority Events Validated

Confirm conversion tracking, custom events, and signal flow before media activation

Audience Strategy

New-Customer Focus

Use first-party buyer exclusions to prioritize prospective customers

Evaluation Framework

CPA, CAC, AOV & ROAS

Define the KPI structure used to assess promotional and acquisition performance

Context & Challenge

A global beverage company wanted to test promotional mechanics and brand value propositions for its direct-to-consumer e-commerce business.

The challenge was ensuring the test could produce reliable findings. That required accurate conversion tracking, clearly separated variables, and audience controls that limited spend against existing customers.

Strategic Approach

What Was Delivered

Two-Phase Testing Framework

A structured plan separating promotional mechanics from brand value propositions so each variable could be assessed more clearly.

Measurement Readiness Checklist

A pre-launch framework covering Google Tag Manager, pixel health, custom events, and priority conversion signals.

First-Party Audience Guardrails

A defined suppression approach designed to reduce spend against existing buyers and prioritize new-customer acquisition.

E-Commerce KPI Framework

A standardized measurement structure covering conversion rate, CPA, CAC, AOV, and ROAS.

What I Bring

This work demonstrates my ability to connect media strategy with measurement readiness, first-party audience design, and clear evaluation criteria. It also reflects my ability to collaborate with strategy teams on key messaging direction and with web development teams to ensure tracking and conversion signals were properly implemented before campaign activation.