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I specialize in building e-commerce strategies that drive sales and brand growth. At The Lilley Line, I manage branding, digital sales, and wholesale touchpoints—optimizing our Shopify storefront, refining on-site UX, and building campaigns that boost engagement and repeat business. With experience spanning fashion, logistics, and tech, I bring a cross-industry perspective to scaling online businesses. From crafting user journeys and content strategies to running paid social and email campaigns, I focus on turning digital interactions into meaningful customer relationships and revenue.…I specialize in building e-commerce strategies that drive sales and brand growth. At The Lilley Line, I manage branding, digital sales, and wholesale touchpoints—optimizing our Shopify storefront, refining on-site UX, and building campaigns that boost engagement and repeat business. With experience spanning fashion, logistics, and tech, I bring a cross-industry perspective to scaling online businesses. From crafting user journeys and content strategies to running paid social and email campaigns, I focus on turning digital interactions into meaningful customer relationships and revenue.

Baphe Mbeje

Brand Strategist, Marketing Strategist, Digital Marketer, +4

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I specialize in building e-commerce strategies that drive sales and brand growth. At The Lilley Line, I manage branding, digital sales, and wholesale touchpoints—optimizing our Shopify storefront, refining on-site UX, and building campaigns that boost engagement and repeat business. With experience spanning fashion, logistics, and tech, I bring a cross-industry perspective to scaling online businesses. From crafting user journeys and content strategies to running paid social and email campaigns, I focus on turning digital interactions into meaningful customer relationships and revenue.…I specialize in building e-commerce strategies that drive sales and brand growth. At The Lilley Line, I manage branding, digital sales, and wholesale touchpoints—optimizing our Shopify storefront, refining on-site UX, and building campaigns that boost engagement and repeat business. With experience spanning fashion, logistics, and tech, I bring a cross-industry perspective to scaling online businesses. From crafting user journeys and content strategies to running paid social and email campaigns, I focus on turning digital interactions into meaningful customer relationships and revenue.

Available to hire

I specialize in building e-commerce strategies that drive sales and brand growth. At The Lilley Line, I manage branding, digital sales, and wholesale touchpoints—optimizing our Shopify storefront, refining on-site UX, and building campaigns that boost engagement and repeat business.

With experience spanning fashion, logistics, and tech, I bring a cross-industry perspective to scaling online businesses. From crafting user journeys and content strategies to running paid social and email campaigns, I focus on turning digital interactions into meaningful customer relationships and revenue.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

Work Experience

Shopify Digital Marketer at The Lilley Line

June 1, 2025 - Present

Lead the brand's digital presence and growth initiatives across e-commerce, B2B wholesale, and marketing. Developed the brand's B2B wholesale website, managed multi-channel marketing including email and paid media, oversaw design for marketing materials, and built automated Klaviyo flows for lifecycle campaigns. Analyzed campaign performance to inform strategy and designed booth layouts for brand activations.

Founder and E-Commerce Specialist at Grail Mafia

December 1, 2020 - December 1, 2025

Launched a curated vintage and streetwear brand with an online boutique and loyal community. Built organic marketing, SEO, and content across Instagram and TikTok; collaborated with music artists as a stylist and creative director; managed end-to-end e-commerce operations and customer service.

Premier Logistics Automation Project & Logistics Assistant at Premier Logistics

June 1, 2024 - June 1, 2025

Led automation across logistics processes, including Cancom fleet management systems and POD automation to cut paper trails and boost efficiency. Assisted warehouse operations, dispatching, and truck loading to streamline workflows.

Web Designer at Erin's Bakery

February 1, 2024 - May 1, 2024

Provided e-commerce solutions and developed a user-friendly Shopify website for an emerging bakery business.

Web Designer at White Horse Forex

January 1, 2024 - April 1, 2024

Delivered professional web design services, assisting with the development of both a forex website and a bakery website.

Brand Strategist at Polymath Solar (Pty) Ltd

September 1, 2023 - December 1, 2023

Led the launch of Polymath Solar's new sub-brand; crafted positioning, email marketing copies, and a strategic digital marketing plan to position for growth in the renewable energy sector.

Brand Strategist Intern at Polymath Solar

October 1, 2023 - December 31, 2023

Led the launch of an online sub-brand, establishing a digital presence and market positioning. Developed a distinctive brand identity through market research (graphic style and tone), ensuring consistency across communications. Collaborated with a cross-functional marketing team to execute cohesive campaigns.

Digital Marketing and E-Commerce Specialist at Grail Mafia

December 1, 2020 - Present

Analyzed website and social metrics using Google Analytics and Meta Analytics; optimized campaigns to drive sales growth and increased organic traffic by 40%. Managed and optimized Shopify store with improved UX, SEO, and targeted email marketing; boosted conversion rate by 25%. Led brand storytelling and creative direction, producing engaging content that strengthened brand identity and audience engagement.

Logistics Assistant and Digital Transformation Intern at Premier Mobility PTY Ltd.

June 1, 2024 - May 31, 2025

Led transition from manual paper workflows to digital solutions using StratoPod devices, enhancing delivery capture and operational efficiency. Configured, activated, and integrated StratoPod and Cancom stock take devices, ensuring seamless system implementation across logistics operations. Gained hands-on experience with SaaS and cloud-based logistics systems used by enterprises such as Nestlé.

Digital Marketing and E-Commerce Specialist at The Lilley Line

June 1, 2025 - Present

Designed and actively managed a B2B e-commerce Shopify website for wholesale sales to retailers, ensuring seamless functionality and an engaging user experience. Created SEO-optimized website content, improving search engine rankings and driving organic traffic. Produced marketing collateral, including lookbooks and creative assets, to support brand initiatives and strengthen visual identity. Supported administrative tasks to help daily operations, including Faire & Klaviyo email marketing. Maintained clear communication via Google Meet and Google Workspace, and managed projects in Asana to collaborate on tasks, track progress, and plan social media and website updates efficiently. Enhanced AEO and AI search rankings using advanced AI tools, FAQ and keyword optimization. Integrated data analytics tools, including Google Analytics and Google Search Console, to track and optimize channel performance.