Nick Irmo
Nick Irmo
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Marketing consultingAI marketing consultingWorkshops and speakingThe IRMO Playbook
Work
Mortgage and lendingLegal and professional servicesHR, PEO and B2B SaaSFranchise and multi-locationSenior care and healthcareE-commerce and retailCreative and videoAlpha Mortgage CorporationGuaranteed RateAmplify HR ManagementGordon Law Group & Gordon TaxUnilever · Dove
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Zero-click marketingAI search and AEOMarketing leadershipAI tools and stacksBrand love is not a KPIWhat a fractional CMO costs in 2026, with my actual ratesClaude chat, Claude for work, and Claude CodeFractional CMO or marketing consultant? What the titles mean, and why I use one of them
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Guides and templatesTalk decksZero-click mini-courseBooks on AmazonThe 2026 AI Marketing Toolkit100 AI Prompts for ChatGPT and ClaudeWhat the F*ck Is a Fractional CMO?When You Should Vendor Out Your MarketingHow to Sell Your Story
About
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Contact
E-commerce and retail · marketing consultant

E-commerce marketing from the product photo to the repeat order.

Embedded on the Reeds Jewelers team for a Magento 2 migration across social, product marketing, analytics, photo and email; a full brand, site and product launch for Good Time Activities; Dove’s B2B hotel amenities campaign for Unilever; and a $1M paid-search rebuild for a 65-location retailer.

See pricing
What usually needs fixing

The three problems I see first.

01

A migration that stalls the business

Platform moves fail on content, analytics and email, not code. Marketing has to be in the room from the first sprint.

02

Product pages that do not sell

Photography, copy, structured data and reviews are the conversion rate. Most catalogs ship with one of the four.

03

Paid media with no lifecycle behind it

Acquisition without email, SMS and retention is renting customers. The second order is where the margin lives.

The IRMO Playbook, applied

How the four moves run in e-commerce.

The playbook
I

Identify

audit the catalog, analytics, paid efficiency, email program and the product content gaps.

R

Roadmap

launch or migration plan with marketing workstreams, the product content standard, the lifecycle program.

M

Market

produce the photography and copy, configure shopping and search campaigns, build the email and SMS flows, instrument GA4 and the dashboard.

O

Optimize

cost per first order, repeat rate, catalog-level performance reviews, creative refresh cadence.

Proof

4 case studies in e-commerce.

All e-commerce work
ClientRetail, e-commerce2018 – 2019

Reeds Jewelers

Joined Reeds Jewelers on a full-time contract to help deploy Magento 2, working across social, project management, product marketing, analytics, photo and email to make the marketing team faster and the launch cleaner.

Magento 2platform deployment
6teams worked alongside
ClientConsumer products, e-commerce2022 – 2023

Good Time Activities

Built a consumer brand end to end: identity, a full e-commerce website, multiple product launches (custom cornhole boards, branded apparel, pet accessories), product photography, recipe and how-to content, and the social launch.

4product lines launched
1e-commerce site, blog and shop
ClientConsumer goods, B2B2025

Unilever · Dove

Designed the B2B landing page and digital ad campaign for Dove’s North American hotel amenities program, through Clicking Awesome as a Unilever vendor.

9ad sizes in the display set
1sample-request landing page
EmployerFranchise, retail2013 – 2015

Cartridge World North America

Moved a radio-led franchise brand into performance digital and e-commerce, and designed a revenue-share model franchisees backed.

1,600locations worldwide
$80Bremanufactured ink and toner category
Read and watch

The thinking behind the work.

E-commerce Marketing cover slide
Talk deck · 11 slides

E-commerce Marketing

Review the deck
Content · 5 minPlatform-native content: stop posting links, start owning the feedEach platform has its own content economy. How to build LinkedIn, YouTube and community content that performs where your buyers already spend time.Measurement · 5 minMeasuring zero-click marketing: the metrics that replace trafficWhen buyers never click, traffic stops telling the story. A measurement framework built on share of voice, brand search and self-reported attribution.Storytelling · 9 minWhy your brand’s feel-good story could double your engagement, and how to craft itWhy emotional stories outperform promotion, five big-brand examples, and a practical playbook for small and local businesses with no budget.Content · 6 minBusiness owner: don’t waste your time with social media (until this is in place)Social media works when the foundation under it works. The website, content and analytics questions to answer before the first post.
Questions

E-commerce marketing, answered.

Do you work on Shopify or Magento?
Both, plus WooCommerce. The Reeds Jewelers engagement was a Magento 2 migration for the largest family-owned jewelry chain in North America; Good Time Activities launched on a full e-commerce build with shop, categories and product pages.
Do you shoot product photography?
Yes, in studio. The Good Time Activities cornhole line was photographed in-house, and I have run product, headshot and event photography for lenders and retailers.
What should an e-commerce marketing dashboard show?
Cost per first order by channel, repeat purchase rate, email and SMS revenue share, catalog-level conversion, and the Search Console queries driving product and category pages. One page, reviewed weekly.
Can you handle B2B e-commerce?
Yes. The Dove hotel amenities program for Unilever and the Onward DME launch were B2B and direct-to-consumer respectively, with different landing pages, offers and sales handoffs.
Where do you start with a store that is already live?
The 30-day assessment: analytics and paid audit, catalog content review, lifecycle gap analysis, and a prioritized plan with the expected impact on first-order cost and repeat rate.
Other industries
Mortgage and lendingLegal and professional servicesHR, PEO and B2B SaaSFranchise and multi-locationSenior care and healthcare
Next step

Store, catalog or migration that needs a marketing lead?

Send a note No pitch deck. A reply within one business day.