Marketing Strategy Website Redesign & Data Infrastructure

Case Study

Problem

The organization lacked a professional website and the digital infrastructure needed to support online growth. There were no systems in place to capture customer data, gather feedback, or support retention initiatives such as email marketing or loyalty programs, limiting insight into customer behavior and performance opportunities.

Approach

I approached the project as a combined marketing strategy and systems design initiative, grounded in market analysis, competitive research, and audience segmentation. Using insights from a SWOT analysis and identified growth opportunities, I focused on designing a website that could function as both a customer-facing experience and a data-informed growth tool.

In parallel with the visual redesign, I planned backend data structures to support scalable content management and analytics.

Solution

I redesigned the website to improve usability, messaging clarity, and conversion pathways. I implemented relational databases to manage dynamic menu content, collect structured customer feedback, and store newsletter signups, creating a centralized system for ongoing analysis and optimization.

The redesigned site was structured to support future initiatives such as online ordering, loyalty programs, SEO-driven content, and cross-channel marketing efforts, aligning digital execution with broader business strategy.

Impact

• Established a scalable data foundation for customer insights and retention

• Enabled structured feedback collection to inform service and product decisions

• Supported email marketing and loyalty initiatives through newsletter infrastructure

• Aligned website design with measurable marketing and growth objectives