abacaxi

E-COMMERCE REBRANDING, SEO & CMS

Overview

abacaxi is a fashion and lifestyle brand by South Asian-American designer Sheena Sood, balancing bold color, handcrafted textiles, and an innovative play on traditional design.


I was brought on to consult and execute the brand’s e-commerce strategy ahead of its rebrand and showcase at New York Fashion Week FW22. My role included developing the migration plan, Shopify CMS and SEO setup, so that the digital experience better reflected the brand’s evolving identity and was technically equipped to scale.

My contributions: 

  • led the end-to-end e-commerce migration and Shopify setup, optimizing site performance, SEO structure, and scalability
  • integrated Klaviyo automations for lifecycle marketing (email and SMS) to improve retention and conversion
  • set up Google Analytics, Tag Manager, and Search Console to establish tracking in order to gather performance insights
  • designed and launched paid and organic campaigns, focusing on Instagram and TikTok, as well as influencer partnerships
  • worked with the founder and web developers on UX, creative direction of rebrand and execution

TIMELINE

Jan - May 2022

PROCESS

E-commerce strategy for site migration
Shopify CMS setup and SEO 
Klaviyo integration for lifecycle marketing
Performance tracking and insights
Paid and organic campaign strategy
Creative direction and marketing execution

TOOLS

Shopify
Google Analytics
Google Search Console
Google Tag Manager
SEMrush
Meta Ads
Figma
Klaviyo
Mailchimp

TEAM 

E-commerce consultant for founder Sheena Sood

Brand Positioning

abacaxi is at the intersection of fashion, craftsmanship, and cultural storytelling. As an independent, slow-fashion brand operating outside of the fast-fashion system, it was important to differentiate the label as intentionally designed, sustainably made and uniquely handcrafted by artisans around the world. Challenges included:

  • brand values: the previous website and content did not adequately highlight the key market differentiating factors and convey abacaxi's brand ethos
  • e-commerce structure: usability was compromised due to poor CMS organization, limiting navigation for both collections and press features
  • growth: the brand had no integrated lifecycle marketing system or analytics setup to track customer behavior and gain data for scalable growth

Strategy & Execution

To address these challenges, I worked with the founder and development team to reimagine abacaxi's digital presence both creatively and operationally. Our goal was to build an e-commerce experience that showcased the brand's artisanal storytelling while establishing the technical frameworks for growth.

TECHNICAL SETUP

The migration to Shopify began with a site architecture redesign, from static to CMS-driven structure, improving content SEO, internal linking, crawl depth and discoverability.

  • content hierarchies: developed branched collection structures to highlight storytelling content, including textile techniques, brand evolution and press features. This strengthened depth of engagement, and industry credibility while also increasing backlinks
  • metadata configuration: standardized product and page titles, meta descriptions, image alt texts and keywords across product and content pages
  • site optimization: audited and enhanced image compression, lazy loading, and mobile responsiveness for faster loading speed
  • analytics setup: established frameworks for Google Analytics, Search Console and Tag Manager to track engagement across collections, conversions and consumer behavior, generating data-led insights

LIFECYCLE MARKETING

To improve retention and conversion, I integrated Klaviyo for email and SMS, creating automated flows for welcome, post-purchase and promotional journeys. It was imperative in the rebranding to align the brand voice and visual tone of abacaxi's communications with a cohesive brand universe across all touchpoints.

I also established and tracked performance metrics, including open rate, click-thoroughs, and sales, to gather insight on engagement and best performing content.

    GROWTH

    Leading up to and following the NYFW FW22 showcase, I also focused on scaling abacaxi’s digital footprint and driving audience growth to build momentum around the new collection. This included:

    • paid and organic social: worked with a content creator to develop short-form videos offering a behind-the-scenes look at the brand during fashion week, driving engagement on Instagram and TikTok
    • influencer and pr: partnered with stylists, editors, models and creators to feature the new collection, and amplify the brand across media, publications and social channels

    Key Impact

    35% lift in organic traffic in the 3 months following the rebrand and site migration to Shopify.

    12% increase in engagement and repeat purchases after implementing lifecycle email and SMS flows.

    40% growth on Instagram and 60% increase on TikTok in reach and engagement from paid and organic campaigns.

    Optimized site performance and UX, leading to increased conversion and time per session.

    Built scalable analytics and CMS infrastructure for long-term growth.

    AIMEETWU@GMAIL.COMLINKEDINTWITTER