Thiery Catalan

Performance Marketing, Analytics & Feed Infrastructure · Remote, USA

About Me

Performance marketing consultant with 10+ years in DTC and ecommerce. I design and run full-funnel programs across Google, Meta, and Microsoft, managing multi-million dollar monthly budgets while owning the infrastructure underneath: Shopping & PMax, product feeds, GTM/GA4/server-side tracking, and CRO. I build connected systems where media, measurement, and onsite experience work together to drive compounding, measurable revenue lift.

Projects

Luxury Lighting & Home Fixtures Brand — Shopping & PMax Architecture

Owned Shopping and Performance Max strategy on multi-million dollar quarterly budgets, rebuilding feeds, bidding, and tracking to align with margin and inventory.

Results

  • +32% YoY ecommerce revenue
  • +20% ROAS on Shopping & PMax
  • -90% manual ops time for promos and feed updates
Google AdsPerformance MaxGoogle Merchant CenterCustom LabelsFeed AutomationGTMGA4Adobe Analytics

Overview

A leading lighting retailer needed Shopping and PMax to scale efficiently while respecting profit constraints and complex promotions.

Challenge

Fragmented feeds, inconsistent promo updates, and limited margin visibility led to wasted spend, unstable ROAS, and slow campaign launches.

Solution

Rebuilt the Shopping and PMax structure around margin and availability tiers, implemented robust custom labels, automated promo ingestion, and tightened conversion tracking.

Results

Delivered +32% revenue lift and +20% ROAS while cutting 90% of manual feed & promo work through automation.

Lifestyle Apparel Brand — Full-Funnel Paid Media & Retention System

Designed and ran an integrated funnel across Search, Shopping, YouTube, and Paid Social with strong remarketing and feeds underpinning growth.

Results

  • +490% ROAS on core campaigns
  • +40% growth in remarketing audiences
  • -30% CPA on priority products
Google AdsMeta AdsFeedonomicsGoogle Merchant CenterGTMGA4Email

Overview

A DTC apparel brand needed profitable scale and a durable retargeting engine instead of siloed performance.

Challenge

Underutilized product feeds, generic targeting, and weak remarketing pools limited scale and stability.

Solution

Built TOFU–BOFU segmentation, rebuilt Shopping feeds, synced remarketing feeds, and layered email capture flows.

Results

Delivered +490% ROAS, +40% remarketing growth, and –30% CPA through aligned feed + funnel strategy.

Premium Footwear Retailer — Feed Expansion & CRO

Scaled Shopping inventory, cleaned product data, and ran CRO tests on PDPs and checkout to unlock more efficient spend.

Results

  • +400% increase in active SKUs (3.7K → 15K+)
  • +30% Shopping impression share
  • +15% purchase conversion rate lift
Google Merchant CenterGoogle AdsExcel VBAGTMGA4Google OptimizeYotpo

Overview

A footwear brand needed deeper catalog coverage and onsite improvements.

Challenge

Limited product coverage and inconsistent GTIN/review data throttled Shopping traffic and conversions.

Solution

Expanded feed programmatically, fixed GTINs & reviews, ran CRO tests on titles, PDPs, and checkout.

Results

Expanded catalog 4×, raised impression share 30%, and lifted conversion rates 15%.

Multi-Brand Ecommerce Portfolio — Tracking & Attribution Overhaul

Unified tracking, tagging, and reporting across Google, Meta, Microsoft, Pinterest, and TikTok to support smarter budget allocation.

Results

  • +25% portfolio ROAS gain
  • +10% attribution accuracy improvement
  • Automated pacing dashboards replaced manual reporting
GTMGA4Server-Side TaggingData LayersBigQueryLooker StudioGoogle Sheets Automation

Overview

A portfolio of ecommerce brands needed a reliable source of truth to scale effectively.

Challenge

Conflicting platform numbers and patchwork pixels created unreliable insights.

Solution

Standardized schemas, implemented server-side and GTM tracking, unified data into BigQuery, built automated dashboards.

Results

Improved attribution clarity by 10% and drove 25% ROAS improvements through smarter reallocations.

DTC Brand — CRO & Funnel Optimization

Ran structured CRO across PDP and checkout to turn existing traffic into incremental revenue without bloating ad spend.

Results

  • +20% add-to-cart rate
  • +20% promo engagement
  • +15% ecommerce revenue
Google OptimizeGA4GTMShopifyEmail AutomationHeatmaps/UX Research

Overview

A DTC brand needed more revenue from stable traffic.

Challenge

Unoptimized PDPs and friction in checkout caused late-stage drop-off.

Solution

Tested layouts, image hierarchy, messaging, simplified checkout, aligned promos with remarketing & email.

Results

+15% ecommerce revenue lift and stronger conversion behavior across PDP & checkout.

Core Competencies

Paid Ads

Analytics & Tagging

Data & Automation