Emerson Ecologics
Driving conversion, lifecycle performance, and digital growth for a $175M healthcare eCommerce platform
Overview
Emerson Ecologics is a leading practitioner-focused healthcare distribution and eCommerce platform supporting supplement sales across a $175M portfolio.
I was brought in to lead marketing strategy across the practitioner marketplace and digital platform—focusing on improving conversion, lifecycle performance, and overall marketing efficiency—and uniting the Emerson brand with Wellevate, its eCommerce platform.
The Challenge
Complex practitioner-based audience with unique buying behaviors
Opportunity to improve conversion and average order value
Underperforming lifecycle and email engagement
High event spend relative to impact
Need to align marketing efforts with a large revenue portfolio
Brand confusion with eCommerce site Wellevate not leveraging parent brand
What I Did
Led digital platform and conversion optimization
Relaunched the Wellevate eCommerce platform
Relaunched the Emerson Ecologics new corporate website
Improved user experience and conversion pathways
Launched reengagement campaigns for lapsed members
Strengthened lifecycle and email performance
Built and optimized email programs to drive engagement and retention
Improved targeting and campaign effectiveness
Built a robust content strategy and engine
Developed a multi-channel content program spanning blogs, video series, and client-facing content
Created consistent, high-value content to support practitioner engagement and brand authority
Led national events strategy
Directed event strategy and execution across the U.S.
Delivered high-performing experiential marketing programs, including award-winning booth design (FCA Best Booth Award)
Optimized marketing efficiency
Reduced reliance on events while maintaining lead volume
Reallocated spend to higher-performing channels
The Impact
+110% increase in conversions
Following relaunch of the Wellevate eCommerce platform
+120% increase in average order value (AOV)
Driven by improved user experience and conversion strategy
+300% increase in email click-through rate
Through lifecycle optimization and targeting improvements
Reduced event spend by 66% while maintaining lead volume
Improving overall marketing efficiency