▲ GROWTH STRATEGY · Chainsself · Tbilisi · 2024 – 2026

E-COMMERCE CHANNEL FROM ZERO

0 TO 20% OF COMPANY REVENUE

MY ROLE: HEAD OF DIGITAL MARKETING

◉ CONTEXT

Chainsself is a D2C brand of handmade silver jewelry with a strong offline presence and no online sales. The job was to build the online channel as a business asset with its own unit economics.

◇ PROBLEM

PROFITABLE FROM THE FIRST ORDER

Build e-commerce that sells internationally and pays for itself from day one, with clear unit economics per product.

⬡ EXECUTION

01LEGAL AND FINANCIAL BASE

Set up a UK entity for Stripe and Shopify Payments
A financial model per product: commissions, packaging, shipping
Owned the channel's P&L

02STORE AND CONVERSION

Built the Shopify store: UX, SEO, conversion
Lifted site conversion from 0.5% to 1.3% in five months; the CRO sprint itself took 3 weeks
10% off the first purchase, and a QR insert in the packaging leading to a post-purchase survey with a discount on the next order

03TRAFFIC

Launched and ran Meta Ads, and Google Ads with Performance Max and Merchant Center
Expanded the mix to TikTok and Pinterest
Content adapted for YouTube, Pinterest and Instagram

◆ RESULTS AT A GLANCE

0 → 20%

OF COMPANY REVENUE

0.5% → 1.3%

SITE CONVERSION

3 weeks

CRO SPRINT

★ RESULT

E-COMMERCE GREW TO 20% OF COMPANY REVENUE

E-commerce grew from 0 to 20% of company revenue
Site conversion from 0.5% to 1.3% in five months
Profitable at every stage of growth

→ OTHER CASES

QuestroomsGOOGLE ADS REBUILT AROUND RETARGETING→

QuestroomsCORPORATE TEAMBUILDING CHANNEL→