DNM Lab
From Concept to Checkout
Year Partner
Sales Generated
Flows Launched
DNM LAB isn’t just another denim brand — it’s a fully realised direct-to-consumer business built from the ground up with a single goal: to redefine how premium denim is made, marketed, and sold. As a founding fractional partner, I didn’t just consult — I co-created every part of the journey.
What I Delivered
DNM LAB is a blueprint for what’s possible when experience, execution, and vision align. From product development and factory relationships to paid media, logistics and web development, I led every key area as a fractional e-commerce manager, turning a blank canvas into a functioning brand.
Shopify Website Development
Built a sleek, conversion-optimised Shopify site from scratch — mobile-first, lightning fast, and designed to communicate premium value from homepage to checkout.
Logistics, Fulfilment & Operations
Set up and managed fulfilment partnerships, inventory processes, and shipping logic to support scalable, reliable DTC logistics from day one.
Paid Ads Management (Meta & Google)
Created and ran performance-focused Meta and Google Ads campaigns to drive revenue and acquire high-value customers — with full funnel reporting and optimisation.
Email Marketing via Klaviyo
Developed all email flows (welcome, cart, browse, post-purchase, winback) and handled ongoing campaign management — turning email into a key retention channel.
Social Media Management
Managed content creation, scheduling, and engagement across all key platforms — keeping the brand consistently visible and on-trend.
Results
What started as an idea quickly became a fully functioning online destination. DNM LAB now operates with clean backend processes, cohesive branding, and a clear acquisition + retention strategy — all implemented under my direction. It’s proof that with the right support, launching a fashion brand doesn’t have to be guesswork.