Beginning Boutique is an Australian fashion retailer known for its trend-driven clothing and event-ready styles for Gen Z women. With a strong presence in the US, AU, and NZ markets, Beginning Boutique caters to customers looking for standout outfits for special occasions like formals, festivals, birthdays, and holidays. The brand combines a fast fashion mindset with intentional merchandising strategies and influencer-led campaigns to stay relevant and competitive.
Each initiative at Beginning Boutique was driven by a structured test-and-learn approach, always aligned with broader marketing and product strategies. My key responsibilities spanned paid media campaign management across multiple platforms, performance analysis, creative strategy, and mentoring junior team members. I worked closely with other departments –product, creative, social, PR, and e-commerce – to ensure full-funnel alignment and scalable outcomes.
<aside> <img src="/icons/cursor-click_gray.svg" alt="/icons/cursor-click_gray.svg" width="40px" /> Drove over $30M in conversion value from less than $10M in media investment, with strong YoY growth across all paid channels. (July-June)
</aside>
Beginning Boutique’s performance journey was grounded in structured testing, channel expansion, and deeper attribution insights. Through clear alignment between marketing and product strategy, we delivered measurable improvements in creative performance, audience growth, and campaign structure. The strong internal collaboration and proactive enablement of tools like Triple Whale allowed us to scale our learnings across regions and channels.
<aside> <img src="/icons/pencil_gray.svg" alt="/icons/pencil_gray.svg" width="40px" />
Campaign architecture and paid strategy aligned with product drops and revenue goals .
</aside>
<aside> <img src="/icons/friends_gray.svg" alt="/icons/friends_gray.svg" width="40px" /> Creative testing and CTR improvements driving incremental results YoY
</aside>
<aside> <img src="/icons/bullseye_gray.svg" alt="/icons/bullseye_gray.svg" width="40px" /> Triple Whale enablement and training to unify performance measurement
</aside>
<aside> <img src="/icons/color-palette_gray.svg" alt="/icons/color-palette_gray.svg" width="40px" /> Upskilled and mentored internal team members through documented processes and ongoing training
</aside>