Interim E-Commerce leadership for johnnie-O, DYODE's first client

johnnie-O makes West Coast prep: polos, button-downs, quarter-zips and golf wear for men and boys, sold online, in specialty shops and at country clubs. Its online store ran on Magento, and a small in-house team ran E-Commerce.

The store was hard for search engines to read. An audit found more than two-thirds of pages had no H1 tag, most meta descriptions were copies of each other, there were no breadcrumbs, and the brand name appeared only in the logo image. johnnie-O needed senior E-Commerce marketing leadership, and it had no affiliate program.

johnnie-O was DYODE's first client. We came in as its interim E-Commerce marketing lead on a month-to-month basis: setting the digital marketing plan, running the channels day to day and training the in-house team to own them.

Each week we met with the brand's E-Commerce team over a shared agenda covering every channel, the open tasks and who owned each one. When a decision needed a vendor, we compared the options and made a recommendation, from retargeting and email platforms to affiliate brand-bidding monitoring.

We ran johnnie-O's Google Ads account across brand, non-brand, Shopping, dynamic search and remarketing campaigns, and recommended where to move budget as results came in. We built a new Google Shopping feed and campaigns, and launched Bing Shopping.

We moved the product feeds to Feedonomics so one catalog could feed Google, Bing, the affiliate network, Polyvore and a feed of selected products for Amazon. And we launched johnnie-O's first affiliate program: installing the tracking pixel, making the banner creative, setting the promotion calendar and recruiting publishers.

DYODE built a keyword list against johnnie-O's competitors, set a ranking baseline and tracked it monthly. We rewrote page titles, meta descriptions and H1s across the store, wrote category content with internal links, and specified a cleaner URL structure.

Changes the Magento admin couldn't make went to the brand's developers as a written spec. We also mapped broken URLs to 301 redirects so old links and search traffic landed on live pages.

johnnie-O came out of the engagement with an affiliate channel it hadn't had before, one feed tool supplying every shopping channel, and a store search engines could read: unique titles, real H1s and redirects for its dead links.

When johnnie-O later went out to tender for a move from Magento to Shopify Plus, its RFP named DYODE as the brand's E-Commerce consultant. Its E-Commerce lead has since referred other brands to DYODE.