Michael McBride
Founder & CEO, Atelier Commerce
Michael McBride
Founder & CEO, Atelier Commerce
The brand came to us mid-fragmentation. The lifecycle work had been split across multiple task-specific agencies, sends went out, but nothing connected. There was no single strategy holding cadence, creative, segmentation, and the D2C and wholesale audiences together.
The brand came to us mid-fragmentation. The lifecycle work had been split across multiple task-specific agencies, sends went out, but nothing connected. There was no single strategy holding cadence, creative, segmentation, and the D2C and wholesale audiences together.
The Challenge
The problem was never the audience or the product — both were strong. It was fragmentation. The brand had been working with multiple task-specific agencies, each handling a slice of the lifecycle program in isolation. Campaigns shipped, flows existed, but there was no connective strategy: no consistent cadence, no unified creative system, and no single owner reconciling the D2C retail audience against the B2B/Trade wholesale audience. Work was happening; it just wasn't compounding.
The cost of that fragmentation showed up in efficiency. The brand was sending very high email volume for comparatively thin return, and the wholesale audience was being served almost no dedicated content. The brief was structural: consolidate the program under one strategy, give it an intentional cadence and creative system tuned to a luxury consumer, and treat D2C and B2B as two deliberate audiences rather than an afterthought.
The Challenge
The problem was never the audience or the product — both were strong. It was fragmentation. The brand had been working with multiple task-specific agencies, each handling a slice of the lifecycle program in isolation. Campaigns shipped, flows existed, but there was no connective strategy: no consistent cadence, no unified creative system, and no single owner reconciling the D2C retail audience against the B2B/Trade wholesale audience. Work was happening; it just wasn't compounding.
The cost of that fragmentation showed up in efficiency. The brand was sending very high email volume for comparatively thin return, and the wholesale audience was being served almost no dedicated content. The brief was structural: consolidate the program under one strategy, give it an intentional cadence and creative system tuned to a luxury consumer, and treat D2C and B2B as two deliberate audiences rather than an afterthought.
The System
One strategy, two audiences, an intentional cadence
We consolidated every piece of the lifecycle program under a single integrated strategy and rebuilt the foundation underneath it. We re-platformed the automation layer almost entirely, replacing a handful of legacy flows with a full new suite of journeys, from welcome and abandonment to loyalty, and ran a deliberate campaign cadence tuned to a luxury buyer: editorial storytelling, seasonal color stories, and considered promotional moments rather than constant discounting. Crucially, we built for two audiences on purpose. The D2C retail program and the B2B/Trade wholesale program were given dedicated content and dedicated automation, including a purpose-built B2B journey that simply did not exist before, plus wholesale-specific campaigns like trade announcements, press-feature wholesale emails, and B2B gifting. Two audiences, one coherent system. The result was a program that sent roughly a third less email than the prior year yet earned materially more because relevance and discipline, not volume, were doing the work.
The System
One strategy, two audiences, an intentional cadence
We consolidated every piece of the lifecycle program under a single integrated strategy and rebuilt the foundation underneath it. We re-platformed the automation layer almost entirely, replacing a handful of legacy flows with a full new suite of journeys, from welcome and abandonment to loyalty, and ran a deliberate campaign cadence tuned to a luxury buyer: editorial storytelling, seasonal color stories, and considered promotional moments rather than constant discounting. Crucially, we built for two audiences on purpose. The D2C retail program and the B2B/Trade wholesale program were given dedicated content and dedicated automation, including a purpose-built B2B journey that simply did not exist before, plus wholesale-specific campaigns like trade announcements, press-feature wholesale emails, and B2B gifting. Two audiences, one coherent system. The result was a program that sent roughly a third less email than the prior year yet earned materially more because relevance and discipline, not volume, were doing the work.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
