1st month as Head of ecom

Here's what I've learned in my first month as Head of ecom at pilgrim.ca

Simon Paquin
May 23, 2022

Here's what I've learned in my first month as Head of ecom at Pilgrim North America.

I'll share insights, what I focused on, and what I'm planning for the future.

I restructured the entire tech stack. To start with, I connected Google Analytics, which hadn't been on the site for its first two years.

Implemented a few things:

Monday.com, Triple Whale, Shopify Plus, Klaviyo, Gorgias, Ads platforms, pixels, and data collection property (GA, GTM, G4A, etc.)

I replaced the Ads agency with an in-house team, restructured the ads campaign, and became profitable with branded Google Ads (10:1 ROAS on average). The FB ads still stink; we have to rebuild the whole campaign structure.

We are also working on a long-term SEO strategy.

I hired a Shopify developer to help us squash bugs, optimize the code, and increase the speed of the website.

I am organizing & planning the new content we will need for the website.

We're planning a redesign to improve conversion rates and customer experience with a blazing fast site and sexy product pages.

With Monday.com, I organized all the work we were going to do (there are numerous to-do's with hundreds of tasks for our team, all beautifully organized by Scott Belsky's Action Step Method). @scottblesky on Twitter.

After that, we outlined a one-year business plan and created launch campaign templates.

The email marketing flows have been restructured (I still have a lot to do here)

Next, I audited the brand, defined our personas (6), and can't wait to create content for them.

See you next time.

Simon