Charlie Paige was founded in 2012 with a simple, yet powerful mission: to create exceptional fashion for exceptional women. Originally a B2B brand sold directly to retailers, I was tasked with expanding our B2B systems into DTC channels. A project that involved the end-to-end launch of Charlie Paige’s direct-to-consumer Shopify experience, transforming an established B2B operation into a scalable, consumer-first commerce channel.

The work included building the full operational foundation required for global DTC commerce, including multi-country finance and tax configuration, inventory segmentation between B2B and DTC channels, and integrations with NetSuite, Skubana, product management tools, loyalty programs, customer reviews, shipping, and returns platforms.

The digital experience was designed holistically across the homepage, collection pages, and product detail pages, balancing brand storytelling with usability and conversion optimization. Every touchpoint was structured to support discovery, confidence, and purchase intent.

To support growth beyond launch, a full lifecycle marketing strategy was developed and executed across email and SMS. This included customer acquisition, engagement, and retention campaigns, supported by targeted segmentation and automated flows designed to scale with the business.