1. Situation

Mac Brands ran four direct-to-consumer brands — Pamos, Lolli, Buddi, and Maniball — in a fast-moving, heavily regulated category. Each brand had its own storefront on WordPress/WooCommerce, and all four needed the same things at once: a coherent site experience that actually converted, and attribution that could be trusted to guide real ad spend.

The hard part wasn't any single site. It was running four of them in parallel, in a category where a clean, compliant buyer journey and trustworthy measurement both had to hold up at the same time.

2. Diagnosis

Two constraints, and they compounded each other: the on-site experience and the data underneath it.

The PDPs and funnels weren't built to convert — add-to-cart and checkout progression were leaking. And the tracking and attribution couldn't be trusted, which meant the numbers telling you where to put budget were unreliable. In a four-brand portfolio carrying a real ad budget, flying on bad data wastes money fast. Fixing one without the other wouldn't move it — the funnel had to convert, and the measurement had to be sound.

3. Build

Built and ran all four storefronts on the same operating approach:

Site experience across four brands. Category structure, product presentation, PLP/PDP optimization, and promotional readiness — a coherent, on-brand storefront for each of the four, on WordPress/WooCommerce.

CRO and on-site testing. Ran testing across PDPs and funnel flows to lift add-to-cart rates and checkout progression — turning the leaks into conversion.

Attribution and tracking governance. Rebuilt GA4 tracking and attribution so the funnel data could actually be trusted. Sound measurement is what let a $1.4M blended ad budget hold a 2.0+ ROAS — the efficiency came from better decisions, not bigger spend.

Operations. Led the 3PL migration, inventory coordination, and offshore development workflows that kept four sites reliable and shippable through growth.

AI-assisted workflows. Designed AI-assisted workflows for SEO research, CRO analysis, and reporting to move faster and turn data into decisions sooner.

The throughline: get the system right — the experience and the measurement — and four brands can run on the same rails.

4. Result

$3.3M+ in sales. 53% YoY.

Across four brands, with a $1.4M blended ad budget held at 2.0+ ROAS. The efficiency came from a converting site experience and attribution you could trust — not from spending more against a leaky funnel.

5. What it shows

In a multi-brand DTC operation, the leverage is in the system underneath: a site experience that converts and measurement you can rely on. Get those right and the spend works. Get them wrong and budget leaks no matter how good the campaigns are.