Overview
Juniper Fashion is one of India’s leading women’s ethnic wear brands with over 1,000+ SKUs and more than 2M inventory live online. When I joined, the brand struggled to generate consistent website revenue, averaging only 2–3 orders per day and limited digital visibility despite having strong product demand.
As a Digital Marketing Specialist, I led Juniper’s complete digital transformation across website management, SEO, influencer marketing, performance marketing, CRM, and omnichannel social branding for nearly two years—resulting in exponential digital growth and online sales performance.
Challenge
- How can a large ethnic fashion brand scale online sales while competing with heavily funded ethnic wear brands across India?
Juniper Fashion operated in an extremely competitive category dominated by major fashion houses such as Libas, Aachho, Bunaai, Jaipur Kurti, Biba and many more, who collectively influence almost 50% of the ethnic wear customer market online. Competing for digital visibility and traffic demanded strong SEO execution, social strategy, advanced performance marketing and a significantly improved user experience across the entire customer journey from landing to checkout.
This required building a holistic marketing ecosystem that aligned organic discovery, paid efficiency, content relevance and conversion science, while reducing acquisition costs across rapidly scaling traffic volumes.
- What strategy builds social trust when thousands of similar ethnic brands exist across Instagram and Facebook today?
Credibility, reviews and brand storytelling were essential to differentiate Juniper against established market leaders while building strong social trust. Growing new audiences organically, improving visual consistency, and delivering high-frequency content helped shape brand authority, increase customer engagement and create recognisable branding that clearly stood apart in a saturated competitive ecosystem.
- How do you scale ecommerce revenue without increasing paid advertising budgets or depending on marketplace-driven sales?
Website performance, conversion rate optimization, product detailing, and seamless navigation needed transformation to boost sales through owned channels. Scaling ROAS, increasing returning visitors, and improving user quality were critical to drive consistent purchase behaviour, reduce acquisition dependency, and sustainably compete with marketplace-powered fashion retailers operating at massive budgets and large-scale inventory cycles.
What I Did
Over a period of 1.5 years, I executed a complete full-funnel digital transformation for Juniper, starting with website optimisation, CRO improvements, landing page restructuring, and merchandising refinement, ensuring a smoother path from discovery to checkout. I also designed product funnels, optimised performance, and improved conversion behaviour at every stage of the customer journey.
Alongside this, I managed all performance marketing activity across TOFU, MOFU and BOFU, scaled Instagram and Facebook using a mix of paid and organic content, drove influencer and creator collaborations, built a CRM-led repeat sales engine, and developed a content-led acquisition strategy across social and YouTube. I also took over SEO execution, ranking highly competitive ethnic keywords that brought long-tail traffic and consistent organic visibility.
As a result of these combined executions, Juniper’s digital ecosystem evolved into a scalable and revenue-driven engine. Social channels turned into core acquisition touchpoints, YouTube became a strong discovery platform, organic traffic increased substantially, and overall digital growth accelerated across channels with measurable improvements in ROAS, engagement, repeat purchases, and conversion rates.