The Protein Pancake

the store

Hired to lead the project as a marketing specialist, the brief was high-impact product landing pages that combine real functionality with TPP's cheeky, approachable tone. Three key product pages - the flavoured pancake mixes, The Stacks (bundles) and the accessories - were designed and built with CRO principles at their core, alongside a streamlined homepage. The build shipped in two and a half weeks.

the details that pay rent

• Cart drawer redesigned to replace the Rebuy subscription app - eliminating $200/month in app fees
• Fully editable mega menu, manageable from within the editor
• Bundle builder with automatic discounts to lift average order value
• SEO & GEO optimised recipes index and content

cro baked in

• Hero sections - eye-catching above-the-fold visuals and headlines that communicate value immediately
• Benefit-driven content - clear, concise bullet points so the value lands at a glance
• Social proof - reviews and ratings displayed prominently to reduce buyer hesitation
• Strong CTAs - bold, action-oriented add-to-cart buttons placed for maximum visibility
• Bundling incentives - The Stacks page highlights bundles with an easy multi-flavour selector
• Urgency cues - limited-time offers and stock messages that nudge without shouting
• Mobile optimisation - fully responsive, frictionless on every device

then the ads

With the store live, TPP brought Reedys on to optimise their Meta ads and drive e-commerce growth - roughly $9K/month in ad spend, with the goal of improving ROAS through creative testing, CRO strategies and scaling winners.

The result is a full-funnel Meta campaign system, from acquisition to retention, built on Advantage+ Shopping Campaigns and segmented CBOs - launched across Australia and since scaled into the US, UK, Canada, Singapore and New Zealand. The work is ongoing: dynamic creative testing, advanced audience segmentation and full-funnel optimisation, with $95K+ in ad spend managed to date.