Fractional CMO for an Italian Brand
Modernizing a Legacy with Soul.
Italian Shoemakers has been crafting stylish, ultra-comfortable sandals for over 40 years. But while their shoes are made in Italy, their online presence? Not quite la dolce vita.
That’s where I came in, as a Fractional CMO to help bring the brand into today’s digital landscape without losing its Mediterranean charm.
Website Overhaul with Strategy in Step
We started with a full Shopify audit: clunky theme, outdated product pages, scattered branding. Then, we cleaned house.
Installed a sophisticated new Shopify theme
Rewrote every piece of SEO-rich copy
Transformed product descriptions from generic to gorgeous
Elevated the user experience for mobile and desktop
Refreshed the site’s voice to reflect the Italian confidence and flair that was always in the product, but never online
This wasn’t just a glow-up. It was a conversion strategy rooted in data.
Real-Time Mentorship, Real-Time Growth
Next, I trained their internal team on how to actually read and use Shopify data. I showed them how to track:
Conversion rates
Bounce rates by device
Product performance by region
Abandoned cart behavior
Customer journey insights
Now, their decision-making is faster, smarter, and backed by real-time insight. Not guesswork.
From Cluttered to Chic
Before I arrived, years of ad-hoc marketing left a digital mess: broken links, spammy SEO plugins, outdated metadata, and irrelevant Google Ads that were draining budget.
We cleaned all of that up.
And then we rebranded the vibe:
Elegant, sun-drenched, unmistakably Italian.
From photoshoots and social content planning to tone-of-voice recalibration, we’re giving the brand a whole new level of polish.
Building Community, Not Just Campaigns
We’re also launching a Brand Ambassador Program:
Not influencers-for-hire. Real women.
The kind who pack Italian sandals in their carry-on, not because they’re trendy—but because they’re timeless.
This is about relationship marketing with a personal touch, not one-off campaigns that burn fast and fade faster.
Amazon Is Next, and It’s Strategic
Our next phase? Expanding to Amazon. But we’re not just showing up. We’re showing off.
We’re bringing everything we’ve built, SEO intelligence, brand refinement, and buyer psychology, to stand out in a sea of sameness.
Need a Strategic Marketing Partner?
If your brand is overdue for a digital evolution and you want to build smart, not just fast, book a Strategy Partnership.
Fractional CMO guidance. Italian-level flair. Results you can feel.