Project Overview

Active Green Pro is a premium health supplement brand offering plant-based nutritional products designed to support immunity, energy, digestion, brain health, detoxification, and overall wellness.

As part of the digital marketing team, I contributed to the brand’s online growth by developing and optimizing integrated marketing strategies across multiple digital channels. My responsibilities included performance marketing, product marketing, e-commerce optimization, Amazon marketplace management, marketing analytics, and business reporting.

The objective was to increase product visibility, attract qualified customers, improve campaign performance, and build a scalable marketing framework supported by analytics and continuous optimization.

Business Objectives

The project focused on supporting long-term business growth through measurable marketing initiatives.

Primary objectives included:

• Increase online product visibility
• Improve customer acquisition
• Strengthen Google Ads performance
• Optimize Meta advertising campaigns
• Expand Amazon marketplace sales
• Improve product discoverability
• Strengthen organic search visibility
• Implement marketing analytics
• Improve conversion opportunities
• Support data-driven decision making

Business Challenges

Operating within the competitive health supplement industry presented several marketing challenges.

My Role

I worked across multiple areas of digital marketing and e-commerce, combining strategic planning with campaign execution and analytics.

My responsibilities included:

• Performance Marketing
• Growth Marketing
• Product Marketing
• Google Ads campaign management
• Meta Ads campaign management
• Amazon Ads management
• Amazon Seller Central management
• Amazon product listing optimization
• Amazon A+ Content creation
• Amazon Store management
• Shopify product management
• Search Engine Optimization (SEO)
• Google Analytics 4 implementation
• Google Tag Manager configuration
• Marketing dashboard reporting
• Sales reporting
• Campaign optimization
• Business analytics
• Cross-functional collaboration

Research & Market Analysis

Before launching campaigns, I conducted research to understand customer behaviour, competitors, and market opportunities.

Customer Analysis

Understanding customer needs helped identify:

• Health-conscious consumers
• Fitness enthusiasts
• Plant-based nutrition customers
• Wellness-focused professionals
• Customers seeking immunity support
• Customers interested in natural supplements

Competitor Research

The competitive analysis reviewed:

• Product positioning
• Pricing strategies
• Search visibility
• Advertising messaging
• Amazon listings
• Product content
• Customer reviews

The findings helped identify opportunities for differentiation.

Performance Marketing Strategy

Google Ads formed a key component of the customer acquisition strategy.

Campaigns included:

• Search Campaigns
• Shopping Campaigns
• Performance Max Campaigns
• Display Campaigns
• Remarketing Campaigns
• Brand Campaigns

Optimization activities included:

• Keyword research
• Search term analysis
• Bid optimization
• Audience targeting
• Budget allocation
• Ad copy testing
• Landing page alignment
• Conversion monitoring

Campaign performance was reviewed regularly using analytics to support continuous optimization.

Meta Ads Strategy

Meta advertising supported both brand awareness and customer acquisition.

Campaign objectives included:

• Brand Awareness
• Product Promotion
• Customer Acquisition
• Remarketing
• Seasonal Campaigns
• Engagement Campaigns

Optimization focused on:

• Audience segmentation
• Interest targeting
• Lookalike audiences
• Creative testing
• Campaign budget optimization
• Conversion-focused messaging

Amazon Marketplace Growth Strategy

Amazon was an important sales channel requiring continuous optimization beyond standard advertising.

My responsibilities included:

• Amazon Seller Central management
• Amazon Ads campaign management
• Sponsored Products campaigns
• Sponsored Brands campaigns
• Sponsored Display campaigns
• Product catalog management
• Keyword research
• Search term optimization
• Bid management
• Campaign optimization
• Sales monitoring
• Advertising performance reporting

Amazon marketing was integrated with the overall digital marketing strategy to improve marketplace visibility and customer acquisition.

Amazon Listing Optimization

Product detail pages were continuously optimized to improve discoverability and conversions.

Activities included:

• Product title optimization
• Bullet point optimization
• Product description enhancements
• Backend keyword optimization
• Search keyword research
• Product categorization
• Image optimization
• SEO improvements
• Competitor analysis

These optimizations supported both Amazon search rankings and customer experience.

Amazon A+ Content

To improve product presentation and strengthen customer confidence, I developed and optimized Amazon A+ Content.

This included:

• Product comparison charts
• Ingredient highlights
• Product benefit sections
• Brand storytelling
• Lifestyle imagery
• Educational content
• Frequently Asked Questions
• Cross-selling opportunities

A+ Content helped communicate product value more effectively while improving brand consistency across listings.

Shopify & E-commerce Optimization

The Shopify store served as the primary direct-to-consumer sales platform.

Optimization initiatives included:

• Product page improvements
• Landing page optimization
• Collection page optimization
• Customer journey reviews
• Navigation improvements
• Call-to-action optimization
• Mobile experience improvements
• Checkout flow recommendations

The objective was to create a seamless shopping experience that supported customer engagement and conversions.

Search Engine Optimization (SEO)

SEO supported long-term organic visibility and complemented paid advertising.

Activities included:

• Keyword research
• On-page optimization
• Meta title improvements
• Meta description optimization
• Product page SEO
• Internal linking
• Technical SEO reviews
• Google Search Console monitoring
• Content optimization

These initiatives helped improve discoverability through organic search.

Marketing Analytics

Reliable marketing decisions require accurate data.

Google Analytics 4 was implemented to monitor:

• Website traffic
• Customer acquisition
• User engagement
• Traffic sources
• Product performance
• Conversion events
• Revenue attribution
• Customer journeys

Analytics insights were used to guide ongoing campaign improvements.

Google Tag Manager

Google Tag Manager supported accurate event tracking without requiring continuous website code updates.

Tracking included:

• Product views
• Add-to-cart events
• Checkout initiation
• Purchases
• Button clicks
• Scroll tracking
• Promotional banner interactions
• Form submissions

This improved marketing measurement across multiple channels.

Dashboard Reporting & Business Analytics

Marketing dashboards were created using:

• Looker Studio
• Power BI
• Microsoft Excel

Reports monitored:

• Marketing spend
• Campaign performance
• Customer acquisition
• Product sales
• Amazon sales
• ROAS
• Conversion rates
• Revenue trends
• Marketing KPIs

These dashboards enabled stakeholders to make informed marketing decisions based on real-time performance data.

Technology Stack

Business Impact

This project helped establish a structured, multi-channel marketing framework that integrated advertising, marketplace optimization, analytics, and reporting.

Key contributions included:

• Improved visibility into marketing performance
• Better understanding of customer behaviour
• Stronger integration between advertising and analytics
• More effective product presentation across Shopify and Amazon
• Centralized marketing dashboards for business reporting
• Continuous campaign optimization based on data-driven insights

Rather than relying on isolated metrics, marketing decisions were supported by ongoing analysis and cross-channel performance reporting.

Key Learnings

Building a successful health supplement brand requires more than launching advertising campaigns. Sustainable growth comes from combining product marketing, marketplace optimization, analytics, customer education, and continuous performance improvement.

By integrating Google Ads, Meta Ads, Amazon Seller Central, Shopify, SEO, and marketing analytics into a unified strategy, businesses can create scalable systems that support customer acquisition, improve campaign performance, and drive long-term growth.

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