GTM for Google's ShopHERE

ENABLING DIGITAL GROWTH FOR SMBS

Overview

ShopHERE, powered by Google was delivered by Mosaic North America in partnership with Digital Main Street to support small businesses during and after the COVID-19 pandemic. The program offered entrepreneurs and business owners a no-cost way to launch e-commerce storefronts and build social media presence, helping them pivot from brick-and-mortar to digital.

As  E-Commerce Team Lead, I co-led a team of 50+ Advisors working with 1500+ small businesses. We launched 978 live stores in six months, generating new revenue growth for SMBs. Digital transformation included integrating SEO, paid search, CRM and social strategies across Shopify and Squarespace builds. I also partnered with leadership to scale operational frameworks and design growth playbooks to expand program reach and impact.

My contributions: 

  • trained and managed 50+ Advisors, troubleshooting and ensuring consistent support for 1500+ small business clients, launching 978 live sites in <6 months
  • optimized e-commerce storefronts by integrating SEO, paid search, CRM and social strategies
  • partnered with leadership to design growth strategy to expand program delivery nationwide
  • executed digital campaigns and activations to increase reach and impact

TIMELINE

Dec 2023 - May 2024

PROCESS

Advisor frameworks and playbooks
Advisor training
Team management
Delivery oversight
GTM execution for SMBs
Growth strategy to scale program
Campaign design and execution

TOOLS

Shopify/ Squarespace
SEMrush
Google Analytics
Google Search Console
Meta Ads
Figma
Hubspot
Salesforce

TEAM 

E-Commerce Team @ Mosaic North America

E-Commerce Storefronts

To address these challenges, I optimized the frameworks and playbooks used by 50+ Advisors, to ensure they were both accessible for small business owners and scalable across hundreds of storefronts. I also directly executed website builds, jumping in on escalated cases. These included SMBs with unique business models, or technical roadblocks that required troubleshooting across Shopify and Squarespace platforms.

Two key findings were that a streamlined checkout flow with basic SEO (clear product titles, alt text, keywords) significantly improved traffic, while brands with narrative storytelling (origin stories, process explainers, or local ties) converted better on socials and in paid campaigns.

  • Gibbs Honey: migrated to Shopify, optimized SEO metadata, alt text, and product tagging. Expanded site architecture with branched product and content pages for more linking and website crawlability.  
  • Habibi Spa: built in Squarespace, integrated Acuity Scheduling with checkout flow to automate appointment booking, payment, and confirmation. Integrated SEO, service tagging, and mobile responsiveness for better user experience.

Growth Strategy

To further scale the ShopHERE program and make sure it reaches as many small businesses as possible, I partnered with leadership to develop a growth strategy to streamline internal delivery frameworks while also driving external program sign-ups.

SCALING INTERNAL DELIVERY

Internally, I optimized workflows, QA checklists, and training modules so that Advisors were better equipped to launch storefronts incorporating SEO best practices, CRM integration, and digital marketing strategies. Many SMB owners had never managed a digital storefront before. And so establishing a workflow for hands-on training and step-by-step handoffs with accessible support materials was essential to increase their confidence and ability to maintain stores independently. Moreover, a clear and off-boarding framework allowed clients to efficiently transition once their storefronts were live, freeing up Advisor capacity to serve more SMBs.

DRIVING PROGRAM SIGN-UPS

Externally, I enhanced the program’s public website for clarity and SEO, ensuring small businesses could easily discover and access the sign up process. I also developed and executed multi-channel paid campaigns (Google and Meta Ads) to drive targeted traffic across search and social. These demand generation efforts allowed the program to grow nationally, and validated a growth playbook for future scaling.

  • content SEO: added case studies and success stories to demonstrate value to new clients while also improving keyword relevance and crawl depth.
  • orogrammatic ads: ran campaigns on Google, Facebook and Instagram, targeting brick-and-mortar owners with limited digital presence. This challenge meant segmenting the audience by age (35 - 65+), geography (focused on business districts), and interests (tied to business ownership).

Key Impact

978 live storefronts launched in 6 months, accelerating digital adoption.

1500+ SMBs supported across retail, food & beverage, and professional services.

$4M++ in new net SMB revenue generated from the program.

Created and executed growth playbook to increase program reach, generate new sign-ups and amplify impact.

50+ Advisors trained with scalable frameworks, ensuring consistent delivery with high volume of accounts.

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