Romain Guery-OdelinConsulting · Start-up · 2018 - 2020 · Web and e-marketing project manager (work-study)
E-commerce redesign for a furniture-rental start-up
A furniture-rental start-up with zero brand awareness, up against giants established for years. Two years on, on its key queries, it ranks ahead of the world's leading furniture retailer.
Context
Furniture-rental start-up, 2018 to 2020, on a work-study contract during my bachelor’s degree. My role: web and e-marketing project manager, alone on the digital scope, from the site redesign to logistics.
The problem
Being found on Google with no brand awareness and no budget, against players present for years and a global leader sitting on the top positions for anything furniture-related. If nobody finds the site, there are no customers.
What I did
- Complete redesign of the e-commerce site, built around what customers actually search for rather than around the catalogue: user stories written for the external development agency, functional testing and acceptance before every release.
- Organic search strategy: structure, content, pages targeted at the local market’s queries.
- Paid search campaigns, steered on acquisition cost.
- The whole chain behind the order: quotes, invoicing, delivery and pick-up logistics.
- Daily trade-offs with the founders on priorities, pricing and the offer.
The result
On key queries in its market, the start-up overtook the world’s leading furniture retailer. Beyond the ranking, what matters is the range: a site that sells, search visibility that lasts, and a complete value chain run by one person, steering an external agency the way a Product Owner would. This is where I learned to connect marketing, tooling and operations without separating the three.
On key queries in its market, the start-up overtook the world's leading furniture retailer, with a site, a search strategy and a sales chain I ran end to end.