❋
NATIONAL ECOMMERCE Strategy
E-commerce strategy
〰️
retail media management
〰️
agency management
〰️
cross-functional budget alignment
〰️
E-commerce strategy 〰️ retail media management 〰️ agency management 〰️ cross-functional budget alignment 〰️
SCENARIO: Red Bull Canada's e-commerce function was treated as an awareness play — replicating national campaign creative without optimizing for how people actually shop online — sitting at a 48% score on Red Bull's global digital-shelf standard, with no clear view of what paid investment was driving.
TASK: Rebuild e-commerce into a measured, ROI-driven engine as its sole owner for the Canadian business.
APPROACH
Fixing the Foundation Before Spending
Organic content and digital-shelf visibility came first, paid investment second. Budget was combined with the media team's Amazon spend to separate conversion from awareness dollars, product content was localized for how people actually shop within each online sub-channel, and a custom Amazon brand page and sponsored ads strategy were built from scratch — including a full content overhaul across a dozen retailers when a Health Canada labelling mandate required new can designs across the entire product line.
OUTCOME
From No Playbook to a Global Best Practice
The digital-shelf score improved from 48% to 84%, driving roughly 10X ROI through Amazon and Instacart and 33% annual sales growth. The Amazon strategy was recognized as a Global Best Practice and presented to Red Bull's global e-commerce teams.