Context
Context
At the start there was no integrated digital-commercial structure. The offer, editorial presence, acquisition flows, booking, payments, delivery, email automation and analytics had to be designed and connected.
Problem and constraints
Problem and constraints
There was no integrated digital-commercial system to start from. The project had to turn a new offer into a connected public presence, acquisition path, booking and payment flow, content delivery and follow-up system.
Role
Role
Digital systems strategy, offer architecture, end-to-end flow coordination and operational governance.
Decisions
Decisions
The work was organised around the complete operating chain: a message had to connect to content, a CTA, an acquisition or purchase step, delivery and a measurable follow-up path.
Contribution
Contribution
Built the system from the ground up: defined the offer and funnel, structured the digital presence, coordinated the visual work, connected booking, payments, delivery and automation, then reverse-engineered the result into a governed system.
Architecture and implementation
Architecture and implementation
The documented system included WordPress content, WooCommerce, Amelia booking, Stripe or PayPal, Zoom, Google Calendar, Mailchimp, restricted video delivery and analytics.
Verification
Verification
The built system was later reconstructed through an internal audit, evidence register, flow validation and remediation roadmap. The public project is the observable surface, supported by the documented operating model.