# Marco Cheung, work at Canadian fashion retailer

# Canadian fashion retailer

E-Commerce Consultant, 2025 to 2026, Toronto. One of Canada’s largest fashion retailers, 800+ stores. Three national apparel brands on one Shopify Plus stack, in English and French.

## Paid search, scaled 3.6x
Canadian fashion retailer, 2025 to 2026. Tags: Digital marketing.
Result: 7.7x Google-attributed ROAS.
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%
Page: https://marcocheung.com/work/fashion-retail#paid-search-scale

## Agent-driven ad operations
Canadian fashion retailer, 2025 to 2026. Tags: Digital marketing, WebMCP and AI agents, Operations.
Result: 2 → 5 paid channels rebuilt.
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
Page: https://marcocheung.com/work/fashion-retail#agent-ad-ops

## The measurement the business runs on
Canadian fashion retailer, 2025 to 2026. Tags: Digital marketing, Operations.
Result: 1 pause test for incrementality.
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
Page: https://marcocheung.com/work/fashion-retail#measurement

## Two national storefronts, one Shopify Plus store
Canadian fashion retailer, 2026. Tags: Ecommerce, Operations.
Result: 2 → 1 storefronts merged.
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
Page: https://marcocheung.com/work/fashion-retail#storefront-merge

## A catalogue pipeline: LLM first, human last
Canadian fashion retailer, 2026. Tags: WebMCP and AI agents, Ecommerce, Operations.
Result: 2,000+ products with a hidden metadata gap, found.
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
Page: https://marcocheung.com/work/fashion-retail#catalogue-pipeline

## From decline to growth
Canadian fashion retailer, 2025 to 2026. Tags: Ecommerce, Digital marketing.
Result: -5% → +10% sales, across three quarters.
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
Page: https://marcocheung.com/work/fashion-retail#brand-turnaround