U.S Based K-Beauty Retailer

The client, a boutique Korean beauty retailer, had strong brand loyalty but was hitting a plateau in digital growth. They had dabbled with automated ads and were hesitant about diving into Google and TikTok due to rising ad costs, unclear strategy, and platform complexity. They came to Sparo looking for hands-on leadership to increase e-commerce sales and build sustainable paid funnel systems.

As Director of Digital Strategy, I led the creation and rollout of a multi-platform paid media plan with a strong focus on conversion-driven funnel architecture.

Our goal was to take Ohlolly from inconsistent performance to scalable, sustainable growth. My strategy focused on:

Platform Diversification:

• • Launched and optimized campaigns on Google (Search & Shopping), Meta (Facebook/Instagram), and TikTok to widen reach and reduce dependency on any one channel

Funnel-Based TikTok Strategy:

• • Created a progressive funnel approach guiding users from product view to purchase, with ad sets tailored for each stage (View Content, Add to Cart, Checkout)

Holiday Surge Planning:

• • Scaled paid media strategy during Q4, navigating heavy competition with tightly optimized campaigns that balanced brand and product focus

Retargeting & Refinement:

• • Built high-performing retargeting sequences to recover abandoned carts and re-engage past site visitors across platforms

• Designed the full paid strategy across 3 major platforms, including creative strategy
• Led the TikTok funnel build and managed creative iteration
• Launched Google Ads account from scratch in Q4 and scaled spend strategically
• Oversaw reporting and consulted on site optimizations to support ad performance