D2C and Ecommerce

Building DTC businesses across site ownership, testing and conversion optimization, digital storytelling, paid media, and CRM. At Clarins and Coty, Denise drove digital growth across $100M+ beauty businesses; at THE IRREVERENT, she owned the ecommerce operation end to end — including Shopify, visual merchandising, paid acquisition, and social commerce.

THEIRREVERENT.shop

Consumers shopping the luxury resale market are overwhelmed by choice — and secondhand ecommerce's endless inventory can make discovery even harder. Denise founded THE IRREVERENT to solve for that gap, bringing discovery back to the shopping experience.

Merchandise launched through a drop-based model called Narratives: editorial campaigns combining styled shoots, lookbooks, and cultural framing to give each collection context and make discovery feel intentional and inspiring.

As founder and sole operator, Denise owned the business end to end — from P&L and go-to-market strategy to the ecommerce experience itself. She designed the site's architecture, UX, and visual merchandising — from collection and product presentation through checkout — then built a testing roadmap and measurement framework to continuously optimize the customer journey. Performance data across traffic, conversion, AOV, and revenue shaped decisions across merchandising, site experience, acquisition, and retention.

That ownership extended beyond the site to paid media, CRM and email, social commerce, and retail partnerships. Each channel was designed to extend the same narrative and drive customers back into the ecommerce experience.

The result was a shoppable editorial hub where storytelling and commerce lived in one integrated experience. Social commerce was built into the model from the start, extending the site's editorial point of view into Instagram while connecting audiences to the full shopping experience.

Homepage

DELIVERABLES

Site design & product pages — architecture, visual merchandising, checkout, and UX built and maintained end-to-end on Shopify
Campaign concepts & visuals — each drop built around an editorial Narrative (e.g., Dreaming in 90210, Madam of the House), including styled shoots, lookbooks, editorial copy, and short-form video
Performance marketing strategy & paid media — paid social campaigns that drove new ecommerce customer acquisition
Email & CRM — ecommerce-driven lifecycle communications built to engage and re-engage existing customers and prospects around each drop
Testing & measurement — multivariate testing, conversion optimization, and custom performance reporting across the customer journey
Social commerce — integrated social shopping (Instagram Shop) that extended the ecommerce journey beyond the brand's website

Narrative Page

RESULTS

75–80% sell-through within the first week of every drop
15%+ sitewide conversion growth through iterative multivariate testing
22% average audience growth per launch, and 1M+ cumulative impressions

Category Page

Paid Social - Retargeting

Mobile PDP

Paid Social - Acquisition

Ecommerce Email

ClarinsUSA.com

Clarins needed a digital experience that could evolve with a fast-changing luxury landscape without compromising the brand's heritage and visual prestige. Denise played a key role in the DTC transformation of the site, overseeing the relaunch from discovery through UAT and leading site content direction and design.

She anchored the redesign in Clarins' heritage and visual language while establishing the testing and measurement systems to continuously improve the experience. Competitive research and past performance data informed user journeys and site, mobile, and email roadmaps, creating a more connected experience from acquisition through conversion and retention.

Denise also built scalable reporting frameworks that standardized digital execution and performance measurement across 22 international markets.

Please note: these visual assets are not Denise's original work. Due to limited access to assets from her past work, these pieces were selected as comparable and accurate representation of the strategic and creative functions mentioned here.

Homepage

DELIVERABLES

Site design & product pages — user journeys, UX, and product display pages for the full ClarinsUSA.com relaunch
Paid social — acquisition, conversion, and creator-led campaigns
Email — ecommerce-driven lifecycle communications supporting the relaunch and ongoing engagement
Testing & measurement — multivariate testing framework tracking AOV, UPT, repeat purchase, and abandonment rate
Retail partnerships — paid media and merchandising coordination with Sephora and Ulta

Product Display Page

RESULTS

17% lift in traffic and 23%+ revenue growth post-launch
36%+ MoM conversion rate growth through iterative multivariate testing
18% lift in Google Brand Lift across awareness, recall, and consideration across 22 international markets

Paid Social - Creator and Acqusition

Paid Social - Acquisition and Conversion

Product Display Page - Feature

Ecommerce Email

Conde Nast

At Condé Nast, Denise managed subscriber acquisition as a direct-to-consumer business — building the funnel that converted readers into paying subscribers across Vanity Fair, Vogue, and GQ. She built 12 Days of Condé Nast, a CRM-driven tentpole program, then ran A/B and multivariate tests across landing pages, creative, and the customer journey to optimize conversion at every stage of the funnel.

She also owned the mobile app as a DTC acquisition and engagement channel, managing platform partnerships with Apple, Amazon, and Google Play to grow downloads, engagement, and session length.

Please note: these visual assets are not Denise's original work. Due to limited access to assets from her past work, these pieces were selected as comparable and accurate representation of the strategic and creative functions mentioned here.

Checkout Page

DELIVERABLES

Paid social & display — acquisition campaigns built to drive readers into the subscription funnel
Email — CRM-driven lifecycle communications supporting the “12 Days” content series
Landing pages — subscription offer pages optimized through iterative testing
Testing & measurement — A/B and multivariate testing across landing pages, creative, and the customer journey
App & platform partnerships — Apple, Amazon, and Google Play relationships supporting mobile acquisition, distribution, and engagement