Adapting when everything changed.

Where it started.

During COVID, Pop Up Wine needed to respond to rapidly changing shopping and delivery expectations. Before the pivot, the business already offered same-day delivery subject to a cutoff time, alongside next-day delivery. I helped expand the ways people could discover, order and receive products, including a faster delivery offering.

The problem to solve.

Getting orders was only half the challenge. New marketplace channels and a two-hour rush delivery option required the catalogue, marketing, order flow, warehouse preparation and drivers to work together under much tighter timelines.

What I owned.

I took a hands-on role setting up and managing new e-commerce channels, adapting campaigns and coordinating the teams and processes needed to fulfil orders. This went beyond digital marketing into Shopify, marketplace operations, warehouse workflows, delivery coordination and troubleshooting.

How we tackled it.

• Set up and managed product listings and storefront activity on RedMart, Shopee and Uber Eats alongside the existing Shopify store.
• Planned promotional campaigns for the additional platforms and adapted product presentation, descriptions and marketing to each channel.
• Worked with the warehouse, drivers and operations team to put processes in place for rush delivery within two hours while supporting existing same-day cutoff and next-day options.
• Introduced and promoted new product offers, including wine bundles, wine-and-chocolate gifts and gift-wrapping options.
• Coordinated order flows and fulfilment, resolved platform and process issues, and aligned customer communications with realistic delivery timelines.

What came out of it.