OATLY
Oatly is a Swedish sustainability company that sells oat-based products worldwide. I joined Oatly US full-time in 2019 at their New York City office. Over my 2.5 years at Oatly, I launched their first email marketing campaign, increased online sales by 240% in 2020, and boosted their oatmilk subscription business using data to inform new online user experiences.
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E-commerce Strategy
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Shopify CMS Management
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Storyblok CMS Management
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Web Design
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Paid Ads Management
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Analytics Management
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Klaviyo Management
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ReCharge Subscriptions
E-COMMERCE STRATEGY
From 2019 to 2021, helped Oatly evaluate different platforms to support e-commerce strategies, and planned new strategies on a quarterly basis. Reviewed email marketing platforms, subscription platforms, review platforms, post-checkout experience platforms, direct-to-consumer delivery apps, and referral program platforms.
A large part of the e-commerce strategy for the US included growing the oatmilk subscription business. Oatmilk subscriptions made up less than 10% of orders at the beginning of 2020, and increased to 35% of orders by the end of 2020.
In 2020, new subscribers increased by 810%, MRR increased by 950%, and overall gross revenue increased by 240%.
SHOPIFY & STORYBLOK CMS MANAGEMENT
I managed Oatly’s Shopify Plus account. This involved creating and editing products, evaluating and implementing third-party apps like ReCharge and Aftership, and setting up Oatly’s sandbox Shopify account.
From 2020 to 2021, my team facilitated content migration from Shopify to Storyblok. This involved creating new pages, creating and configuring new content blocks, and designing new layouts in Storyblok. We launched the Oatly US site on Storyblok in September 2021.
WEB DESIGN
I worked on designs for the IFAQ Campaign, Coffee Grant Program, the new global website from an e-commerce perspective, the first ReRuns launch featuring limited-edition jean jackets, and transactional customer emails.
Oatly IFAQ Campaign February 2022
Oatly ReRuns launch Fall 2021
Oatly Shop Page Redesign
Oatly Coffee Grant Program Fall 2021
Oatly Coffee Grant Program Story Fall 2021
PAID ADS MANAGEMENT
I managed the Oatly Google Ads account from 2019 to 2021. This included managing their keyword strategy, ad campaigns, ad groups, ad extensions, search ads, PLA, bid strategy, and budget. I collaborated with the Oatly creative team to develop search ads in the Oatly voice to attract visitors using their unique tone of voice. I managed performance for the account, including CTR, conversion rate, cost per conversion, and ad relevance score. In 2020, ROI on the account was 235%.
ANALYTICS MANAGEMENT
I managed the Oatly US analytics account from 2019 to 2021. I used the analytics account to inform e-commerce strategies, aid web design optimizations, and review site performance. Data points managed included new and returning customers, % traffic from each acquisition channel, % users on mobile devices, total page visits, checkout conversion rate, and % orders from each channel.
KLAVIYO MANAGEMENT
I set up and managed the Oatly Klaviyo account from 2019 to 2021. This account was the primary way we reached returning customers on the website. I maintained an average 50% open rate and an average 10% CTR for the entire account in 2020.
Management of the Klaviyo account included setting up email marketing campaigns and automated flows, coordinating with creative to have graphics and copy developed, and some HTML/CSS.
RECHARGE SUBSCRIPTIONS
I managed the ReCharge subscriptions app for Shopify from 2019 to 2021. Responsibilities included managing the customer database, all active subscriptions, subscriptions analytics, discounts, shipping, billing, payment gateway settings, and bulk database changes.
LTV for subscriptions was 10x higher than LTV for one-time purchases, so increasing subscriptions was a primary goal. In 2020, increased active subscriptions by 30%. Multiple strategies were implemented to achieve an overall increase in subscriptions, including a subscriptions-focused automated email campaign via Klaviyo, a design change to the Product Detail Page, and the creation of a subscription landing page.