Janene's had no formal analytics function when I arrived. My first task was an audit — understanding what data existed, where it lived, and what questions the business most needed answered. From there, I built a reporting infrastructure that gave the team a clear picture of what was working and what wasn't.

This meant setting up tracking across digital channels, defining consistent metrics, and creating reports that were accessible to a non-technical team. The goal was to make data a normal part of how decisions got made.

I tracked and reported on performance across social media, email marketing, and paid digital channels. For a boutique brand, every dollar of marketing spend matters — so understanding which channels drove foot traffic, appointments, and sales was critical.

I worked with the team to test different approaches, measure results, and iterate. Over time, this created a more disciplined and effective approach to digital marketing that the business could sustain.

Bridal retail has a unique customer journey — high emotion, long consideration, and a single major purchase. I analyzed customer data to understand how brides moved through that journey and where the boutique had the most opportunity to influence their decision.

These insights informed inventory decisions, promotional timing, and seasonal campaign strategy — helping the business show up for customers at the right moment with the right message.