Marco Cheung2025 to 2026Toronto
Canadian fashion retailer
E-Commerce Consultant
One of Canada’s largest fashion retailers, 800+ stores. Three national apparel brands on one Shopify Plus stack, in English and French.
Services used here: 03 Bring the demand04 Convert and run the store06 Measure what happened07 Scale to many brands08 Automate the loop
Paid media tracker
Weekly ROAS, all channels
Sample data. Real figures stay with the client.
| Channel | Share of spend | ROAS | Status |
|---|---|---|---|
| 41% | 7.9x | Scaling | |
| Meta | 22% | 4.2x | Testing |
| TikTok | 11% | 2.6x | Testing |
| 7% | 3.1x | Watching | |
| Affiliate | 7% | 5x | Watching |
| Bing | 5% | 6.1x | Scaling |
| 3% | 1.8x | Testing | |
| Snapchat | 2% | 1.4x | Paused |
| ChatGPT ads | 2% | 2.2x | Testing |
Paid search, scaled 3.6x
Grew a national apparel brand’s Google Ads year over year while keeping the return high.
- Spend 3.6x year over year
- Google-attributed revenue +134%
- Per Google’s 365-day account review (Nov 2026)
- Paid media grew from 19% to 25% of net sales while a legacy affiliate fell about 56%
7.7xGoogle-attributed ROAS
Agent-driven ad operations
AI agents audit the ad accounts through read-only APIs, and every setting change is verified after it lands.
- Google, Meta, TikTok, Pinterest
- Read-only API audits
- A command-centre dashboard
- Verification after every setting change
- Nine tracked channels, from Google to ChatGPT ads
- The proven channel scaled about 3x
2 → 5paid channels rebuilt
The measurement the business runs on
Made the numbers honest before making them bigger.
- Separated real purchases from app events counted as conversions
- Reconciled platform revenue against store sales
- Measured incrementality with a pause test
1pause test for incrementality
Two national storefronts, one Shopify Plus store
Moved a national apparel brand onto its sister brand’s Shopify Plus store, in English and French.
- Catalogue
- English and French content
- Customer notifications
- Redirects
- The cutover runbook
- One stack: ERP, OMS, 3PL, payments and marketing integrations
- Promotion engine, pricing, GA4 and Looker, Python reconciliation tools
2 → 1storefronts merged
A catalogue pipeline: LLM first, human last
An LLM classifies new products to the Shopify taxonomy and writes EN and FR copy. A person approves.
- LLM classification to the Shopify taxonomy
- English and French product copy
- Human review gate
- Surfaced a gap invisible for months
2,000+products with a hidden metadata gap, found
From decline to growth
Helped take a brand from a 5% sales decline to 10%+ growth across three quarters.
- Three brands on Shopify Plus, EN and FR
- 10 to 20% conversion lift
- Pricing, promotion, merchandising, funnel tests
-5% → +10%sales, across three quarters