Heritage Tile Case Study
Digital Marketing & Magento Websites
As Digital Marketing Manager at Heritage Tile, I was responsible for the company’s digital marketing activities. In that time, I managed five Magento websites, implemented a content marketing strategy, worked on email campaigns, and partnered with the marketing team on broader marketing activities.
During my time at Heritage Tile, I oversaw the design and development of three new Magento websites, including the main company website and microsites for the Subway Tile collection and Batchelder Tile collection. I worked with the marketing team to plan the information architecture, organized content creation and editing, and collaborated with the product team to restructure the product catalog and add product images. I also created landing pages for industries we were targeting in order to improve SEO and increase the conversion rate for those users.
During my tenure, Heritage Tile began to send regular emails to consumers and trade members. I helped to set up a responsive email template that we were able to reuse for our e-newsletters and established a consistent style across all campaigns. Email campaigns were managed through Mailchimp.
Unlike its competitors, Heritage Tile does not have a network of brick and mortar showrooms, so its websites are an important sales tool. Under my guidance, we updated three of the websites, focusing on an improved shopping experience. The new product catalogs included more product images and allowed visitors to filter products by color, finish, and material.
I managed the digital marketing efforts at Heritage Tile and worked closely with the marketing team to implement digital activities. Our goals were to raise our visibility online, engage with our target audiences, and increase online sales through our websites.