- Social media-focused role
- BigCommerce ecommerce platform
- More manual operational workflows
- Less centralized reporting
- Disconnected information across functions
- Growing operational complexity
- Customer experience + operations managed more independently
White Poppy Preservation · 2024 → 2026
Growth works better when the systems underneath it grow too.
Lauren joined White Poppy in 2024 to manage social media.
Less than a year later, her role had expanded into Director of Marketing & Operations as the work moved across ecommerce, customer experience, operations, reporting, automation, dashboards, Airtable infrastructure, and internal systems.
Over the two-year engagement, the company grew to roughly three times its earlier size while the infrastructure behind inquiries, orders, inventory, reporting, recovery, and leadership visibility evolved alongside that growth.
≈3×Business Growth
<1 YearMarketing → Operations Leadership
2024 → 2026Systems Behind Growth
The Transformation at a Glance
A clearer operating layer, two years later.
- Director-level marketing + operations scope
- Shopify ecommerce foundation
- Connected operational workflows
- Greater automation
- More centralized data
- Reporting + leadership visibility
- More structured customer recovery
- Integrated view of marketing, ecommerce, operations, and customer experience
Role Expansion Timeline
The work kept revealing the next connected system.
Promoted from Social Media Manager to Director of Marketing & Operations in less than one year.
As the business grew, solving one part of the operation repeatedly required understanding another.
2024Social Media Manager
02Marketing Strategy
03Ecommerce
04Website + Customer Journey
05Reporting
06Operations
07Automation + Internal Systems
2026Director of Marketing & Operations
Indexed Business Growth
Building underneath the growth.
The important challenge wasn't simply generating growth. It was making sure ecommerce, operations, reporting, customer experience, and internal systems could keep up with the volume and complexity growth created.
20241.0×
↓2026≈3.0×
BigCommerce → Shopify
Rebuilding the ecommerce foundation.
The migration was more than a platform change. It was a chance to improve product architecture, customer experience, ecommerce UX, checkout, analytics, integrations, internal workflows, reporting, customer communication, and operational continuity.
BigCommerceMigration StrategyProduct + Site ArchitectureCustomer JourneyCheckout + AccountsAnalytics + TrackingOperational IntegrationsShopify
More flexible ecommerce infrastructureBetter integration with operationsGreater reporting visibilityA stronger foundation for continued growth
From Activity to Visibility
You can't improve what you can't see.
Reporting wasn't built simply to create more dashboards. It was built to make better decisions possible.
Information spread across workflows
More reactive reporting
Harder to see the complete customer/order picture
Greater reliance on manual review
Centralized operational data
Connected ecommerce information
Dashboards + reporting
Customer issue tracking
Refund / recovery reporting
Inventory visibility
Leadership-level performance visibility
Connected Business Architecture
Connecting the operating system behind the storefront.
Customer
↓Shopify
↓Airtable Operational Source of Truth
Stripe Payments
Zapier Automation
Inventory + Order Flow
Customer Experience
Reporting + Dashboards
Leadership Visibility
Automation
Automate the repetition. Keep the judgment.
The work was not about making the business fully automated. It was about reducing repeated manual effort where the process was stable enough to connect.
Repeated data entry
Manual handoffs
Checking multiple sources
Reactive follow-up
Automated triggers
Connected records
Structured workflows
Centralized information
Proactive visibility
Digital Growth · Jul 2024 → Aug 2026
Social media became part of the acquisition ecosystem.
Social media evolved from content creation into a measurable part of the customer acquisition ecosystem during the engagement.
≈7.9MInstagram Views
≈1.5MReach
≈120KProfile / Account Visits
≈76KLink Clicks
≈53KContent Interactions
≈8.7KFollows
Ecommerce Performance Without Revenue
Customer behavior became easier to understand.
The ecommerce funnel uses counts and rates only. Conversion performance strengthened over the reporting period without exposing private sales figures.
≈1.4% Conversion Rate≈228KSessions
≈13.3KAdded to Cart
≈7.3KReached Checkout
≈3.2KCompleted Checkout
Customer Experience Insight
Mobile-first behavior shaped the experience.
The customer experience increasingly had to be designed around how customers were actually shopping, not how the business assumed they were shopping.
Turning Recovery Into Retention
Recovery became a structured retention system.
Within roughly two months of implementing the complimentary recovery approach, 31 recovery cases were completed. 17 involved customers who otherwise intended to cancel.
31Recovery Cases
17Potential Cancellations Prevented
$6.5K+Revenue Retained
≈2 MonthsMeasurement Period
2024 → 2026 Systems Comparison
What actually changed while Lauren was there?
- Social-focused scope
- BigCommerce
- Growing manual processes
- More fragmented visibility
- Fewer connected operational systems
- Marketing + Operations leadership
- Shopify
- Connected workflows
- Automation
- Centralized reporting
- Greater inventory visibility
- Structured recovery strategy
- More transparent business operations
The Result
A very different business two years later.
≈3× indexed business growthBigCommerce → ShopifySocial media → measurable acquisition channelMarketing role → cross-functional leadershipManual workflows → connected automationFragmented information → greater operational visibilityReactive customer recovery → structured retention strategyReporting → clearer leadership decision-making
The transformation wasn't one website, one automation, one dashboard, or one campaign.
It was the cumulative effect of making more of the business work together: ecommerce, workflows, data, dashboards, customer recovery, and the decisions leadership needed to make.