Digital Marketing Strategy From Fitzroy Boutique To National Ecommerce Brand
Urban Goddess sells curated Italian & Australian women’s fashion from a boutique on Victoria Parade, Fitzroy — and a Shopify store that already ships Australia-wide. The brand promise — “Style for Every Generation” — is a genuine wedge in a market crowded with one-demographic labels. The playbook: turn that wedge into a measurable demand engine across Meta, Google, email and the in-store experience.
30 days
From Kickoff To Full Engine Live
$300/mo
Google Ads Budget Included
Day 14
Meta + Google Ads Go Live
7
Sample Posts & Ads In This Deck
~$129
Current AOV To Build On
Situation Analysis
Where Urban Goddess Stands Today
An independent audit of urbangoddess.com.au, the active social profiles, the Fitzroy storefront context, and the broader Australian boutique fashion market — the snapshot below is what we see before any privileged information from the team.
“Style for Every Generation — Chic. Comfortable. You. Curated women’s fashion, accessories & jewellery — effortless style for every occasion.”
— The brand promise on urbangoddess.com.au
Strengths
Modern Shopify storefront with 113 SKUs already live and indexed
Genuine multi-generational positioning — rare in a youth-skewed market
Curated Italian & Australian range gives editorial “discovery” appeal
Premium-accessible AOV (~$129) — profitable at first purchase
Fitzroy boutique location — one of Melbourne’s strongest fashion postcodes
GTM container already deployed — ready to layer GA4, Meta Pixel & conversion API
Current Gaps
Facebook is a personal profile (profile.php?id=...) — can’t run ads, no Shop tab
Brand storytelling is thin — About Us page returns 404, no founder story or in-store hook
Meta & Twitter open-graph descriptions are blank — every shared link looks generic
No blog, no editorial — nothing to rank for “Italian fashion Australia”-style intent terms
Email capture appears to be footer-only — no pop-up, no welcome flow, no winback
No Google Business Profile presence reinforcing the Fitzroy storefront
Market Opportunity
The Australian women’s online fashion category is one of the most competitive in retail — but it’s also one of the most measurable. The bigger players (Princess Polly, The Iconic, Witchery, Sussan) lean on broad audience targeting and heavy discount cycles. Urban Goddess can win a defensible niche the opposite way: tighter audience targeting, curated “rare-find” product storytelling, and a multi-generational customer base that the volume players don’t serve well. The brand promise — “Style for Every Generation” — is the wedge. The store, the curation and the Fitzroy address all earn it. The marketing stack just hasn’t caught up.
~$129
AOV (Profitable Day 1)
5
Categories To Scale
2
Generational Cohorts Served
Fitzroy
Premium Retail Postcode
A realistic 12-month outcome with the stack we’re proposing: a repeatable Meta + Google acquisition engine running at a positive blended ROAS, email & SMS contributing 25–30% of revenue from a properly built lifecycle marketing program, organic search visibility for editorial fashion terms (curated, Italian, premium-accessible), and a Fitzroy storefront that operates as a brand asset, not just a retail location.
Target Audiences
Two Generational Cohorts. One Brand. Two Content Tracks.
The “Style for Every Generation” promise is more than a tagline — it’s the audience strategy. We run two parallel content tracks under one brand voice, with different creative, channels and offers tuned to each.
Tier 1 • The Modern Classic (35–55)
The primary revenue audience — high AOV, repeat buyers, gift-givers
Professional women, established income, time-poor but style-conscious
Wants pieces that work for office, weekend and event — not throwaway trend
Buys multiple items per order; gifts confidently for sisters / mothers / friends
Trusts curation more than algorithm; reads, doesn’t doom-scroll
Tone: confident, playful, fashion-literate — never pandering, never “youth”-marketed
Scope of Services
What We Deliver Every Month
Six workstreams built for a curated fashion ecommerce + boutique business. Paid social does the acquisition, email & SMS do the retention, organic social & content do the brand-building, SEO & Shopify CRO compound underneath, and the Fitzroy store is treated as a media asset — not just a retail location.
1 • Paid Social (Meta + TikTok)
Full-funnel Meta & TikTok program: prospecting, retargeting and dynamic catalogue ads using the Shopify feed. Weekly creative refresh, audience & budget rebalancing, CAPI implementation for post-iOS attribution.
Primary Acquisition
1a • Google Ads — $300/mo Managed Spend
Brand defence + Performance Max + non-brand intent, all built and managed by us. Media budget included in the retainer — spend lands in your Google Ads account, no markup, fully transparent.
Live Day 14
2 • Email & SMS Lifecycle Marketing
Welcome, abandoned browse, abandoned cart, post-purchase, winback & VIP flows built from scratch on your preferred email/SMS platform. Weekly campaign calendar tied to new arrivals, in-store events & seasonal drops. Targets 25–30% of revenue from owned channels.
Highest Margin
3 • Organic Social & Content
12–16 posts/week across Instagram, Facebook Business Page (rebuilt), TikTok & Pinterest. Mix of grid editorial, Reels styling content, in-store moments, customer features & founder voice.
Core
4 • SEO, Shopify CRO & Site Health
On-page SEO, collection & product copy, schema, Core Web Vitals, blog cluster (“Italian linen guide”, “dressing for the races”). Plus CRO: PDP improvements, cart UX, sizing, returns clarity, pop-up & email capture.
Long-Term Moat
5 • Local + Brand: GBP, Press, Events
Google Business Profile built & weekly-posted so Fitzroy foot traffic compounds. Press & stylist seeding. In-store events (trunk shows, styling nights) packaged for email + social ahead of time, captured on the day, replayed for two weeks after.
$300/Month Of Google Ads Spend, Turned On Inside The First Fortnight
Most of the boutique competitors Urban Goddess will run against are already buying brand-search clicks against your own name. Day-one priority: defend “urban goddess” in the search results, and start capturing the high-intent terms (dresses, blouses, accessories + city qualifiers) that already convert higher than any other channel.
Included In The Retainer
Managed Google Ads Budget
$300/month media spend
Spent across Google Search (brand defence + non-brand intent) and Google Shopping / Performance Max (the Shopify product feed). We own the strategy, the build, the keyword research, the negative-keyword discipline, the creative, the bid management and the weekly optimisation. You see the spend land in your own Google Ads account — transparent, auditable, no markup, no “media management fee” on top.
How The $300 Is Allocated
~$60/mo · Brand Defence
Bid on “urban goddess”, “urban goddess fitzroy”, “urban goddess dresses”. Cheap clicks, near-100% conversion intent, blocks competitors stealing your own traffic. Industry-standard CPC for branded fashion: 30–80c.
~$180/mo · Shopping / Performance Max
Shopify product feed pushed via Merchant Center. Performance Max campaign serves Shopping ads across Google, Images, YouTube & Discover. Best ROAS lever for a curated ecommerce range with strong product imagery.
~$60/mo · Non-Brand Search
Tightly scoped intent terms: “Italian linen dress Melbourne”, “boutique dresses Fitzroy”, “statement necklace Australia”. Long-tail only — we’re not competing with The Iconic on broad terms at this budget.
Realistic Performance Expectations
$300
Monthly Media Spend
~400–700
Qualified Clicks / Month
5–10
Sales / Month (Steady State)
3–5×
Target ROAS Within 60 Days
Year-one fashion ecommerce benchmark assumes an AOV around $129 and a site conversion rate of 1.5–2.5%. After 60 days of data we’ll know whether the budget is best held at $300 or scaled — scaling is a strategic decision presented at the monthly review, not done quietly.
What Gets Built In The First 14 Days
Google Ads account audited / created & linked to GA4 + Google Merchant Center
Shopify product feed pushed to Merchant Center; product approvals worked through
Brand-defence Search campaign live with ad copy approved by Urban Goddess
Performance Max campaign live with the full catalogue + brand assets uploaded
Negative-keyword baseline list deployed (no “goddess statue”, no “urban dictionary”, etc.)
Full Marketing Strategy Consultancy
Strategy Isn’t An Add-On — It’s The Operating System
Most fashion brands buy “social media management” and end up with a calendar of pretty posts and no idea why revenue did or didn’t move. The Urban Goddess engagement is built the other way around. You buy a senior strategist who owns the commercial outcome, and the social, email, paid, SEO & in-store activity hangs off that — not the other way around.
What It Means Practically
Every month, a senior strategist (Katryn Fremlin, Head of Strategy) actively works on Urban Goddess — not just in it. You get range & merchandising input, paid-creative direction, retention strategy, competitor teardown (Camilla, Witchery, smaller curated boutiques like The Undone), pricing & promotion architecture, and a quarterly roadmap that evolves with sell-through. No extra fees.
Range, Drop & Calendar Planning
Quarterly merchandising / drop calendar mapped to the marketing calendar
Hero-piece selection per drop — what to push, what to test, what to clear
Sell-through analysis: which SKUs deserve more ad spend, which need a markdown
Bundle & cross-sell architecture to lift AOV above $129 baseline
Positioning & Brand Voice
“Style for Every Generation” turned from tagline into a written voice guide
Real-time creative direction when a viral moment is in reach
Why This Matters For Urban Goddess
Online fashion is a margin game disguised as a creative one. The winners are the boutiques that connect range planning, paid acquisition, email retention and in-store activation into one operating rhythm.
Most agencies will sell Urban Goddess a content calendar and a Meta media buy. The result is usually pretty grids, decent CTRs, and revenue that flattens around month four. We do the boring profitable part too — the email flows that recover the 70% of carts that abandon, the catalogue feed that powers dynamic ads, the GBP that turns Fitzroy foot-traffic into reviews, the CRO that lifts the conversion rate of every visitor you already paid for. That’s the difference between marketing as a cost and marketing as a growth lever.
Content Approval Workflow
Nothing Goes Live Without Your Sign-Off
Fashion brands live or die on consistency — every grid post, ad creative, email and product page is shaping the Urban Goddess feeling for a customer who’s deciding whether to trust you with $129 average and $400+ on a hero piece. Our formal approval workflow makes sure every asset matches the curated tone, the colour palette and the in-store standard before it goes anywhere near a paying customer.
Trigger
121 Group Action
Client Review
Publish
1. Plan
Monthly calendar
2. Draft
Copy + visuals
3. Review
Urban Goddess team
4. Approve
One-click sign-off
5. Publish
Scheduled live
Built-In Safeguards
Brand & Voice Guidelines
A living style guide capturing the curated, multi-generational Urban Goddess voice — tone, vocabulary, image palette, do-not-use list.
Stock & Pricing Accuracy
Any campaign promoting a specific SKU is cross-checked against live Shopify stock & pricing before publish — no “sold out by 9am” embarrassments.
One-Message Pause
One message pauses every scheduled post, email & ad — for a supplier issue, a returns spike, or simply a brand moment that needs a beat.
Boutique-to-National Playbook
The 4-Phase Engine That Turns A Fitzroy Boutique Into A National Brand
This is the operating model for Urban Goddess specifically. It treats the Fitzroy store as the brand engine — the place real customers, real product and real moments live — and the Shopify store as the national distribution layer. Each phase has explicit deliverables, explicit owners, and explicit success metrics.
Phase 1 • Month 1–2 • Foundations
Fix The Leaks Before Turning On The Tap
Tracking stack rebuilt (GA4, Meta Pixel + CAPI, Google Ads, email/SMS platform). Facebook Business Page replaces personal profile. About / Story / Visit-Us pages written. Email & SMS welcome flows live. PDP & cart CRO audit shipped. The site stops losing money it’s already paid to attract.
Phase 2 • Month 2–4 • Acquisition
Turn On Profitable Paid Social
Meta Advantage+ Shopping campaigns on the Shopify catalogue. Three audience tiers: cold prospecting, warm engagement, hot retargeting. Weekly creative refresh from boutique & product photography. TikTok seeded with 4–6 organic Reels/week to learn the audience before paid layers on.
Phase 3 • Month 4–7 • Retention
Make Email & SMS Carry 25–30% Of Revenue
Full flow suite built on your email/SMS platform (welcome, browse abandon, cart abandon, post-purchase, replenish, winback, VIP). Weekly campaign rhythm tied to drops & events. SMS layered for time-sensitive moments. Repeat-customer rate becomes a tracked KPI, not an afterthought.
Phase 4 • Month 7–12 • Compounding
Layer SEO, Press & Local For Free Traffic
Editorial blog cluster ranks Urban Goddess for “Italian linen Australia”, “mother of the bride dresses Melbourne”, “curated boutique Fitzroy” etc. Google Business Profile + reviews engine compounds local search. Press & stylist seeding generates earned media. Paid spend gets more efficient because organic carries more of the load.
Each engine feeds the others. A viral Reel drops CAC. A bigger email list lowers paid spend. A higher-converting PDP improves every ROAS number. That’s the operating model.
Content Strategy
Five Content Pillars Driving The Weekly Mix
A calendar built for a curated boutique that wants to feel both editorial and shoppable. Every post serves at least one of the two cohorts, every week ends in a sales moment, and the in-store experience is the source material — not a stock-photo afterthought.
Pillar 1 • New Arrivals & Hero Drops
The commercial backbone. Editorial flat-lay + on-body Reels for every drop. Sized for grid, story, ad & email re-use from a single shoot. Drives weekly “just landed” revenue spikes.
30%
Pillar 2 • Styling & “How To Wear”
3-ways-to-wear Reels, seasonal capsule guides, work-to-weekend transitions, occasion-styling for the races / weddings / events. The content that converts a one-off browser into a wardrobe customer.
25%
Pillar 3 • In-Store & Founder Voice
Behind-the-counter, “just unpacked”, fitting-room reveals, founder pieces-to-camera. Translates the Fitzroy boutique experience to people who’ll never walk in — and pulls Melbourne customers off the couch.
20%
Pillar 4 • Customer & Community
Real customers wearing the brand (Modern Classic and Discerning Daughter), reviews surfaced as social proof, Google review highlights, customer Q&As. Trust at scale.
15%
Pillar 5 • Curation Stories
Provenance content — the Italian linen mill, the Australian jewellery maker, the buying trip footage. The “why we chose this” angle that mass retailers physically can’t do.
10%
Sample Posts & Ads
What Month One Actually Looks Like
To prove this isn’t a slide-deck exercise — here are four organic post concepts and three paid ad concepts written for Urban Goddess in the brand voice, mapped to the five content pillars and the two audience cohorts. These aren’t the calendar — they’re a sample of what week one would feel like in the feed.
Organic Social — The Weekly Feed
Reel · 18s
Hook (frame 1)Just unpacked — you’re going to want to see this.
U
@urbangoddessau
Instagram · Reel
Pillar 1 · New Arrivals & Hero Drops
There’s a particular feeling when a new shipment lands in store and we know — instantly — this one’s going to go.
This week’s drop is exactly that. ✨
• The Aerin long-sleeve dress (back in by demand)
• The Aurora blouse in two new colourways
• A jewellery edit we’ve been quietly waiting on for three months
Save this Reel so you don’t lose track — or come see it on Victoria Parade this weekend. Sizing in store, full range online.
Slide 1 · cover3 ways to wear the Antoinette dress
U
@urbangoddessau
Instagram · Carousel
Pillar 2 · Styling & “How To Wear”
One dress. Three completely different days.
This is the Antoinette — and it’s the kind of piece that earns its place because it works harder than you think.
1️⃣ With a structured blazer + heels → that 4pm meeting that becomes drinks
2️⃣ With sandals + a linen scarf → long lunch in St Kilda
3️⃣ With a leather jacket + ankle boots → gallery opening, easy
Swipe through for the full looks. Sizing 8–16, in store + online.
Behind the counterThe piece I almost didn’t buy — and you’re going to be glad I did.
U
@urbangoddessau
Instagram · Feed + Story
Pillar 3 · In-Store & Founder Voice
Honest moment from the buying trip.
When I first saw the Aura print organza dress with the hanging florals, my brain said “too much.” Then I watched three women in the showroom each react the same way — a quiet intake of breath, then a smile — and I knew it was coming home with us.
It arrived this week.
It’s the kind of dress you don’t buy for the every-day. You buy it for the moment you want to feel something. A wedding. An anniversary. The night you decided you’d had enough of dressing safe.
Two left in store on Victoria Parade. Online from Friday.
POVYou found the boutique your mum’s been holding out on.
U
@urbangoddessau
TikTok + IG Reels
Pillar 5 · Curation Stories
POV: you’ve been dressing-fast-fashion since 19 and you walked into Urban Goddess on a whim. 👀
What we carry:
✨ Italian linen pieces that actually hang properly
✨ Australian-made statement jewellery (the Amazonite necklace is a moment)
✨ Dresses your aunt will steal at Christmas
Fitzroy, Victoria Parade, ground floor. Australia-wide online.
Tag a friend whose Saturday plans just changed.
Three example ad concepts that go live in the first 30 days. Each one targets a different cohort, channel and funnel stage — built from the same in-store production half-day that feeds organic, then sharpened into ad copy & format.
FB / IG Feed Ad
Sponsored · ColdThe Melbourne boutique that finally stocks something your sister, your mum and your daughter all want.
Shop now
U
Urban Goddess · Sponsored
Meta Ads Manager · Advantage+
Ad 1 · Cold Prospecting · Meta
Primary text:
There’s a reason “Style for Every Generation” is on the door at Urban Goddess. We curate Italian and Australian pieces that span 25 to 65 — so the same boutique works for a graduation, a 60th birthday and the work week in between. Shipping Australia-wide. Try us this week.
Headline: Style for every generation — finally.
Description: Curated Italian & AU fashion. Free shipping over $100.
Audience: AU women 28–60, fashion interest, lookalikesBudget: ~$15–25/dayFormat: 4:5 + 1:1
IG Story Ad · 9:16
RetargetingYou’ve been thinking about this dress.
It’s still in your size.
View product
U
Urban Goddess · Sponsored
Meta Ads Manager · Dynamic Product Ad
Ad 2 · Retargeting · Instagram Story
Strategy:
Dynamic Product Ads pulled from the Shopify catalogue. Anyone who’s viewed a PDP or added-to-cart in the last 14 days gets served the exact pieces they looked at, in their size, with a clean “still here” message.
Why it works: Highest-converting ad format we’ll run. Industry ROAS for retargeted DPAs sits 5–8× for fashion. Catches the “I’ll think about it” segment before they forget.
Inventory protection: Auto-pauses if the SKU sells out.
Search result · AU intentShows on: • Google Search (Shopping panel) • Google Images • YouTube Shorts • Discover feed • Gmail Promotions
U
Urban Goddess · Google Ads
Performance Max + Search
Ad 3 · High-Intent Search · Google
Strategy:
Full Shopify catalogue pushed to Google Merchant Center. Performance Max serves every product as a Shopping ad across Google’s entire surface area. Plus a tight brand-defence Search campaign on “urban goddess” and immediate variants.
Example Search ad copy:Headline 1: Urban Goddess — Style For Every Generation
Headline 2: Curated Italian & Australian Boutique Fashion
Headline 3: Free Shipping Over $100 · Fitzroy + Online
Description: Dresses, blouses, accessories & jewellery. New arrivals weekly. Australia-wide delivery.
Audience: Brand + non-brand intentBudget: $300/mo total mediaLive: Day 14
A Note On Imagery
The mock-ups above use gradient placeholders so you can read the structure clearly. In production, every post and ad is shot in-store on the half-day production day each month, with Pip Tyssen (our designer) handling layout. We’ll bring four to five sample images from the first shoot to the kickoff meeting so you see the actual creative direction before anything goes live.
KPIs & Reporting
How We Measure Success
Plain-English KPIs at 90 days and 12 months. The North-Star metric is blended ROAS × AOV × repeat-purchase rate — everything else (reach, followers, rankings) is a leading indicator we optimise toward the outcome.
90-Day Foundation KPIs
Fix the leaks & turn on the acquisition engine
Tracking stack live: GA4, Meta Pixel + CAPI, Google Ads tag, email/SMS platform, Shopify reports
Facebook Business Page replaces personal profile; Meta Shop & Instagram Shopping live
Instagram followers doubled; at least 1 Reel >100K views
Google Business Profile: 100+ reviews, 4.8☆ average
How You’ll See It
One Dashboard, Every Monday
Single Looker / Shopify dashboard. Blended ROAS, revenue, AOV, email %, top SKUs, top creative. No spreadsheets to chase.
Monthly Performance Report
Plain-English PDF: what worked, what didn’t, what we’re changing. Sent first Friday of the following month.
Quarterly Strategy Review
90-minute session every 3 months: revenue, calendar, range planning, channel rebalance, next-quarter plan.
30-Day Roadmap
The Detailed Week-By-Week Plan For Your First 30 Days
This is the full activation plan — day-by-day for the first week, then week-by-week through to day 30. Every deliverable has an owner (121 Group or Urban Goddess), an output you can see, and a success marker. By day 30 the tracking stack is live, email & SMS flows are sending, Google Ads is spending, Meta is in market, and you have four weeks of real performance data.
Day 1
Kick-off
Day 7
First Posts Live
Day 14
Google Ads + Meta Live
Day 30
First Performance Report
Week 1 (Days 1–7) · Kickoff & Foundations
Goal: every platform accessible, brand voice captured, tracking live, content production booked.
Day 1 · Monday
Kickoff Meeting (60 min, in store or Zoom)
Adam + Kate on the call with the Urban Goddess team. Confirm the 30-day plan, lock primary point-of-contact, exchange Slack invites. Walk the floor at Victoria Parade if in-person. Output: signed kickoff doc + agreed comms cadence.
Day 1–2 · Mon–Tue
Platform Access Handover
121 Group added as collaborator/admin on: Shopify, GTM, GA4, Meta Business Manager, Google Ads, Google Search Console, Google Merchant Center, Google Business Profile, your email/SMS platform, Instagram, Facebook, TikTok, Pinterest. Output: green-tick checklist sent back to you confirming everything is in.
Day 2 · Tuesday
Tech & Tracking Audit
Chris (SEO/Growth) audits the current GTM container, GA4 setup, Meta Pixel, email/SMS platform connection, Shopify reports. Identifies every broken or missing conversion event. Output: 1-page tracking audit + fix list.
Day 3 · Wednesday
Brand Voice Workshop (90 min, in store)
Katryn (Head of Strategy) on-site at Fitzroy. Captures founder voice, in-store rhythm, top customers, hero SKUs, the “Style for Every Generation” story in your own words. Output: draft tone-of-voice document (delivered Day 5).
Day 3 · Wednesday
In-Store Photoshoot & Reel Production
Same day as the workshop — Pip (designer) and a videographer shoot the first batch of content. 60+ stills + 8–10 Reel-ready clips covering hero pieces, new arrivals, behind-the-counter, founder pieces-to-camera. Output: Day 5 delivery of edited assets ready for scheduling.
Day 4 · Thursday
Facebook Business Page Built
Scott (Design & Dev) sets up the proper Facebook Business Page (current setup is a personal profile, which can’t run ads or host Meta Shop). Page connected to Instagram, Meta Shop linked to Shopify catalogue. Output: live Business Page at facebook.com/urbangoddess.
Day 4 · Thursday
Google Business Profile Built & Verified
Chris claims/builds the GBP for 143 Victoria Parade. Trading hours, services, FAQs, 20+ in-store photos uploaded. Verification postcard ordered. Output: GBP live (verification typically 3–7 days post-Day 4).
Day 5 · Friday
Tracking Stack Rebuilt
GTM cleaned up. GA4 conversion events defined: add_to_cart, begin_checkout, purchase, email_signup. Meta Pixel + Conversions API deployed (post-iOS attribution). Google Ads tag installed (live spend follows Day 14). Output: Tag Assistant green across the board.
Katryn delivers the brand voice guide + the first 30-day content calendar (60+ posts, mapped to the 5 pillars, with captions drafted). Output: calendar in your approval dashboard, ready for review over the weekend.
Day 6–7 · Sat–Sun
Your Content Approval Window
You + the Urban Goddess team review the 30-day content calendar in the approval dashboard. Tick, edit-inline, or leave a comment on any post. Output: approved calendar ready for scheduling Monday morning.
End of Week 1 · Success Markers
All platforms accessible to 121 Group
Tracking stack rebuilt and verified end-to-end
Facebook Business Page + Meta Shop live
Google Business Profile live (verification pending)
First content shoot in the can — 60+ assets edited
Goal: organic in market every day, email/SMS flows live, paid ads built and approved, Google Ads spending by Friday.
Day 8 · Monday
First Posts Go Live
Pip + Kate schedule the first week of posts: 12–16 posts across Instagram, Facebook Business, TikTok, Pinterest, GBP. Mix of new arrivals, styling carousels, in-store founder voice, customer-feature warm-up. Output: live feed activity from Day 8.
Day 8–9 · Mon–Tue
Email & SMS Flows Built
Kate + Katryn build the 5 core flows: Welcome (3 emails, 10% off offer), Browse Abandon (2 emails), Cart Abandon (3 emails + 1 SMS), Post-Purchase (4 emails over 30 days), Winback 60/90/120. All copy in Urban Goddess voice, all imagery from the Day-3 shoot. Output: flows in draft, ready for Day 10 approval.
Day 9 · Tuesday
Email Capture Pop-Up Live On Shopify
Email-capture pop-up deployed on Shopify: 10% off first order, exit-intent + 8-second delay, mobile-optimised. Footer signup form refreshed. In-store iPad capture form set up. Output: email list growth tracked from Day 9.
Day 10 · Wednesday
Lifecycle Flows Approved & Activated
You review each flow in your inbox (we send test sends). Approve, edit, or reject. Once approved, flows go live the same day. Output: first attributed flow revenue within 48 hours (welcome + abandoned cart).
Day 10–11 · Wed–Thu
Meta Ad Campaigns Built
Michael (Paid Social Director) builds the 3-tier Meta structure: cold prospecting (Advantage+ Shopping + interest/lookalike), warm engagement (IG + FB engagers, video viewers), hot retargeting (ATC, checkout abandon, 7/14/30 day windows). 6 ad variants per audience tier. Output: campaigns in draft, awaiting your approval.
Day 11–12 · Thu–Fri
Google Ads Built
Chris builds: Brand Defence Search (urban goddess + variants), Performance Max (full Shopify catalogue via Merchant Center), Non-Brand Search (long-tail intent). Negative-keyword list deployed. $300/month budget cap set. Output: campaigns in draft, awaiting your approval.
Day 12 · Friday
Ad Approval Meeting (30 min)
Walk you through every ad variant, every audience, every keyword set, every budget split. You approve, edit, or reject. Output: signed approval for go-live.
Day 13 · Saturday
Final QA & Pre-Launch Checks
End-to-end test: click a Meta ad → land on Shopify → add to cart → check Pixel fires → check GA4 logs purchase → check abandoned-cart email triggers. Same for Google Ads. Output: green-tick QA report.
Day 14 · Sunday
Meta + Google Ads GO LIVE
Campaigns turned on at 9am AEST. Google Ads $300/month live, Meta paid social live. First spend reports in your inbox by Day 15 morning. Output: live ads in market for the start of week 3.
End of Week 2 · Success Markers
Posts live daily across IG, FB, TikTok, GBP since Day 8
5 lifecycle flows live, first attributed flow revenue logged
Email list +150–300 subscribers from pop-up alone
Meta paid social campaigns spending
Google Ads $300/mo budget spending on brand + PMax + non-brand
End-to-end tracking verified working in production
Week 3 (Days 15–21) · Learning & First Optimisations
Goal: read the first signal, kill what's not working, double down on what is.
Day 15 · Monday
First Weekly Stand-Up
30-min Monday call. Numbers from week 2: ad spend, CTR, CPM, ATC rate, first-purchase data, email list growth, top posts. Output: shared Looker/Shopify dashboard for both teams.
Day 16–17 · Tue–Wed
Ad Creative Refresh #1
Michael identifies the bottom 30% of ad creative by CTR/CPA and pauses them. Pip cuts 4–6 new variants based on what's working. Reels-style content gets prioritised if Meta serves it well in week 2. Output: refreshed creative live by Day 17 EOD.
Day 17 · Wednesday
First Weekly Email Campaign
Beyond the flow emails, the first broadcast campaign goes out: "New In This Week" featuring the latest drop. Segmented by engagement (engaged 30d vs unengaged). Output: open rate, click rate, attributed revenue tracked.
Day 18–19 · Thu–Fri
CRO Wave 1 — PDP & Cart
Scott implements: improved PDP photo ordering, sizing block, "styled with" cross-sells, refined free-shipping progress bar in the cart drawer. Output: live on Shopify by Day 19. Conversion rate tracked vs baseline for the rest of the 30 days.
Day 20 · Saturday
Second In-Store Content Shoot (Half-Day)
Pip + videographer back in Fitzroy. Reshoot any pieces that sold through; capture new arrivals; record 4–6 founder-voice Reels. Output: ~50 fresh assets for weeks 4–6 calendar.
Day 21 · Sunday
Day 30 Calendar Approval
Updated 30-day content calendar (rolling) sent for your weekend approval. Output: approved calendar by Monday morning.
End of Week 3 · Success Markers
Meta & Google Ads have 7+ days of learning data; first optimisations made
First broadcast email sent — baseline open/click rate recorded
CRO Wave 1 live; conversion rate tracked from Day 19 onward
Second batch of content shot — calendar always 14 days ahead
First Google Ads conversions reported in Google Ads UI
Week 4 (Days 22–30) · Compounding & First Report
Goal: full operating rhythm running cleanly, 30-day report shows what works and what's next.
Day 22 · Monday
Weekly Stand-Up
Numbers from week 3. By now Meta should be out of the learning phase on the top performing audiences; Google Ads has 7–10 days of conversion data. Output: dashboard read-out.
Day 23 · Tuesday
Google Ads Optimisation Pass
Chris runs the first proper optimisation: pause any keyword/asset under-performing CPA, expand budget within $300 cap toward winning ad groups, refine negative keywords. Output: tighter campaign spending the same $300 more efficiently.
Day 24 · Wednesday
Second Broadcast Email + First SMS
Email: "Friday Edit" (curated picks for the weekend). SMS: low-stock alert on the top 3 selling pieces to the engaged subscriber segment. Output: SMS attribution baseline established.
Day 25 · Thursday
Pinterest + TikTok Quiet Launch
If IG/FB performance is on plan, Kate sets up Pinterest with the top 30 SKUs as pins and starts re-cutting the best-performing Reels for TikTok organic. Output: two new free-traffic channels seeded for month 2.
Day 26 · Friday
In-Store Event Plan For Month 2
Katryn proposes the first marketing-led in-store moment: a styling night, trunk show, or designer drop event. Packaged with 2 weeks of email warm-up + day-of capture + 2 weeks of replay content. Output: event brief for your sign-off.
Day 27 · Saturday
Third Broadcast Email
"This Week In Store" — weekend foot-traffic email to engaged Melbourne segment. Test the geo-segmentation that drives walk-ins, not just clicks. Output: in-store traffic counted against the email send.
Day 29 · Monday
30-Day Performance Report Drafted
Kate + Katryn compile the full 30-day report. Honest, plain-English: what worked, what didn't, what we're changing for days 31–60. Output: draft report in your inbox for review.
Day 30 · Tuesday
30-Day Review Meeting (60 min)
Founders + Adam + Kate + Katryn on the call. Walk the report. Agree the day-31–60 plan. Confirm whether Google Ads stays at $300 or scales. Re-set priorities for month 2. Output: signed-off month 2 plan, no surprises.
Day 30 · What You'll Have In Hand
30 days of real performance data across Meta, Google, email/SMS, organic, GBP
Email list grown by 500–1,000 subscribers from a standing start
Meta ROAS baseline established (target: 2.0–2.5× in month 1, scaling to 3×+ by month 3)
Google Ads ROAS baseline established (target: 3–5× by day 60 once Performance Max learns)
First flow revenue from email — usually 5–10% of total revenue by day 30, scaling to 25%+ by month 6
Conversion rate uplift on the Shopify store from CRO Wave 1
A clear, written month-2 plan — no guesswork about what we're doing in November
After Day 30 — What Months 2 Through 12 Look Like
Once the 30-day plan above is delivered, the engine stays the same and the levers we pull change quarter by quarter. The shorthand:
Months 2–3
Scale what's working in paid, expand email/SMS flows (VIP, replenishment), launch first in-store event, CRO Wave 2.
Months 4–6
SMS layered, loyalty pilot, blog & SEO cluster launched, press & stylist seeding begins.
Months 7–9
Lifecycle optimisation from real cohort data, second in-store event, loyalty live, BFCM planning begins.
Months 10–12
BFCM execution, Boxing Day campaign, year-end performance review, year-two plan & channel test list.
90-min strategy review with the founder. Channel rebalance. CRO wave. Next-quarter campaign plan. KPI review against this roadmap.
Your Team
A Melbourne Team For A Melbourne Boutique
Every channel is run by a senior specialist out of our Melbourne office — minutes from the Fitzroy store, on the ground for in-store events, photoshoots and walk-ins when needed. No offshore outsourcing. No juniors learning on your account. The people on this page are the people doing the work.
Adam Ducquet
Managing Director
Your main point of contact
Kate Lawrence
Account Director
Day-to-day partnership lead
Katryn Fremlin
Head of Strategy
Content & pillar strategy
Michael Potts
Paid Social Director
Meta boosts & paid reach
Chris Castellano
Senior Growth & SEO Manager
Google Business Profile & local SEO
Scott Campbell
Head of Design & Development
Graphic systems & approval dashboard
Pip Tyssen
Graphic Designer
Daily post & campaign creative
Steven Pythas
Strategic Account Director
Quarterly strategy reviews
Our Commitment To Urban Goddess
No lock-in contracts. Month-to-month. Full strategy consultancy contractually included.
We keep your business by delivering results and respecting your brand — not by trapping you in a contract. Most of our clients have been with us for 5+ years because they choose to be.
