Turning a golf accessories brand into a real e-commerce business

01The situation

This is a golf accessories brand in a competitive niche where margins are tight and acquisition costs keep going up. The products had traction. The audience was there. But there was no structured paid media operation, and the CRM was basically nonexistent. Customers would buy once and disappear. The e-commerce side was functional but wasn't growing, and there was no system in place to change that.

02What I did

I worked on two things: paid acquisition and CRM. On the paid side, I built campaigns focused on getting the balance right between prospecting and retargeting. In a category where average order values are moderate, you can't afford to get customer acquisition cost wrong. It's the difference between a profitable channel and a money pit. On the CRM side, I set up Klaviyo and built the full email infrastructure: abandoned cart flows, post-purchase sequences, targeted campaigns to drive repeat orders. For a brand at this price point, retention is what separates a business that works from one that just burns ad spend. The two sides fed each other. Paid brought in new customers, email kept them buying. One person owned both, so nothing fell between the cracks.

03What changed

Revenue grew roughly 4x in 12 months. Paid channels run profitably at sustainable ROAS targets. The CRM generates consistent revenue on its own, independent of ad spend. The brand went from acquiring customers once and losing them to actually building a base that comes back.