Interim E-Commerce leadership for premium denim brand Hudson Jeans

Hudson Jeans is a premium denim brand that sells through its own Magento store and through wholesale accounts. Its online business had no one in charge of the whole picture, and its teams worked in silos.

The data didn't agree either. Magento, the Full Circle ERP and Google Analytics each told a different story, so people spent hours fixing spreadsheets instead of reading the business. Online orders could pull from wholesale stock, which oversold units, and returns, fraud checks and product updates were all done by hand.

DYODE stepped in as Hudson's interim E-Commerce leadership. We audited the store, the marketing and the operations, then turned what we found into one list of work with an owner on every item.

In the role we set channel projections and weekly and monthly KPIs, ran the marketing calendar and approved campaign creative, hosted a twice-weekly E-Commerce scrum, and managed Hudson's agencies and vendors, including the handover of the Magento site from its previous agency.

We traced each data problem between Magento and Full Circle and wrote the fix for it: a web-only virtual warehouse so the store stopped overselling, E-Commerce fields in the ERP's style master so products no longer had to be updated by hand, and promo codes and tax carried through the order export so margin reports were right.

The plan also covered gift card reporting, automated returns, fraud scoring before orders reach the ERP, and a business intelligence layer that treats Full Circle as the single source of truth.

Hudson's denim was turning up at discounters and unauthorized resellers. The plan answered that with a MAP policy, trademark monitoring on search, cease-and-desist letters for unauthorized sellers and digital selling restrictions in dealer agreements.

For the store, the roadmap put mobile first, since most traffic came from phones, along with better site search, a redesigned product page and an RFP for an email platform with stronger segmentation.

DYODE also ran Hudson's paid media: search on Google and Bing, and social on Facebook and Instagram. We launched non-brand campaigns around the cuts and categories shoppers search for, such as women's skinny, straight and black jeans, alongside the brand terms.

On social we ran dynamic product retargeting and prospecting to lookalike audiences built from Hudson's email and customer lists. Each week we reported results to the team and recommended where to shift budget and bids.

Hudson got an E-Commerce lead and one plan that the site, marketing, operations and agencies all worked from, with KPIs and paid media results reviewed every week instead of anecdotes.

Every data problem between Magento and the ERP had a written cause, fix and owner, and protecting the brand from discounting was on the same plan as the store and the marketing.