Gabriela MaruleaShopify · CRO · Growth Marketing
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□ For eCommerce brands ready to grow.

I build growth strategy for online stores.

Your online store deserves to sell more. I help eCommerce brands turn traffic into real sales — through CRO, data analysis and strategy, not guesswork.

Let’s talk → SEE CASE STUDIES →
Brands I’ve worked with
Unilever
STANLEY
anna+nina
SUPER73
SUITE702
POMAmsterdam
litelok
WILDTHINGS
COLLECTABLES
Unilever
STANLEY
anna+nina
SUPER73
SUITE702
POMAmsterdam
litelok
WILDTHINGS
COLLECTABLES
EXPERIENCE & RESULTS

Experience with international eCommerce brands.

I’ve worked with lifestyle, fashion and D2C brands — combining CRO, Shopify and paid media for measurable results.

See case studies → Request a free audit
10+ Brands managed
8+ Years in digital
€1M+ Budgets managed
Founder Founder experience
Services

I help connect the dots between your website, marketing and growth strategy.

I work at the intersection of Shopify, CRO, growth strategy and paid media consulting — so you can clearly see where value is lost and what deserves priority.

✳

I work strategically — not like a classic agency. I give clear direction: what works, what blocks growth and what to prioritise so that your traffic, website and offer work together.

01

Shopify Setup & Migration Shopify

Shopify store builds and migrations designed for growth.

+

For whom: brands launching, migrating or rebuilding their store on a stronger foundation.

  • Store build from scratch
  • Shopify Plus setup & commercial structure
  • Migration from other platforms
  • Clear brief for design, development and launch
Result

A store that doesn’t just look good, but is built for conversion, tracking, merchandising and scale.

Built for growth
02

Website & Conversion Optimisation

Audit, UX, funnel and prioritisation to turn more traffic into sales.

+

For whom: stores that have traffic, but feel the website is not converting at its real potential.

  • UX audit, funnel analysis and key pages
  • Product page, category, homepage and navigation analysis
  • Identify friction from quantitative + qualitative data
  • Optimisation roadmap prioritised by impact
Result

A clearer website, easier to buy from and better connected to user intent.

Less friction, more sales
03

Growth Analysis & Strategy

Analysis of sales channels, acquisition costs and scaling opportunities.

+

For whom: founders or teams who want to understand what blocks growth and where it’s worth investing more.

  • CAC, ROAS, MER, AOV and funnel analysis
  • Evaluation of current channels
  • Identifying growth blockers
  • Recommendations for scaling and commercial priorities
Result

Clarity on which channels are worth scaling, what needs fixing and which decisions can unlock the next level.

Know exactly where to focus for growth
04

Paid Media Consulting

I audit the strategy, structure and performance of your Meta, Google and TikTok campaigns — without daily management.

+

For whom: brands running ads that want a strategic second opinion on structure, creatives, funnel and landing pages.

  • Meta, Google or TikTok Ads audit
  • Ad, funnel and landing page analysis
  • Structure and priority recommendations
  • Align paid traffic with CRO and onsite experience
Result

You understand whether the problem sits in campaigns, offer, landing page, funnel or the way they all work together.

More efficient and profitable traffic

Not sure where to start?

Start with a free audit. I’ll quickly show where value is lost and what deserves priority.

See packages →
Case studies

Cases that show how strategy works in practice.

A few examples from my portfolio: Shopify eCommerce brands where I implemented CRO, paid media and growth strategy.

ANNA + NINA · main case study
anna+nina brand lifestyle

Full-funnel growth for a lifestyle brand.

Problem

Traffic and awareness were already there, but the experience between paid media, the website and checkout needed more clarity.

Solution

I connected funnel analysis with CRO optimisations across key pages, messaging and the path to conversion.

Outcome

Growth across key metrics: conversion rate, AOV, ROAS and paid conversion value.

+23%Conversion Rate
+15%AOV
+23%Meta ROAS YoY
+15%Meta conversion value
+32%TikTok Clicks YoY
+17%TikTok conversion value
Anna + Nina homepage screenshot
Anna + Nina homepage product sections screenshot
ANNA + NINA · main case study
anna+nina brand lifestyle

Full-funnel growth for a lifestyle brand.

Problem

Traffic and awareness were already there, but the experience between paid media, the website and checkout needed more clarity.

Solution

I connected funnel analysis with CRO optimisations across key pages, messaging and the path to conversion.

Outcome

Growth across key metrics: conversion rate, AOV, ROAS and paid conversion value.

Anna + Nina homepage screenshot
Anna + Nina homepage product sections screenshot
+23%Conversion rate growth
+15%AOV growth
+23%Meta ROAS YoY
+15%Meta conversion value
+32%TikTok clicks YoY
+17%TikTok conversion value
SUITE702 homepage screenshot
SUITE702 PDP screenshot
SUITE702 · Shopify CRO
SUITE702 home & bedding

More add-to-cart.

Mobile, PDP, navigation and visual hierarchy optimisations for a clearer buying experience.

+51% Add-to-cart rate
+16% Conversion rate
Problem

Users needed a clearer mobile experience: simpler navigation, more visible colour variants and more trust before add-to-cart.

Solution

I optimised the navigation architecture, dynamic swatches on PLP & PDP, product pages and bundle discount visibility across the website.

Outcome

An easier flow towards product, cart and checkout — with a positive impact on add-to-cart and conversion rate.

STANLEY · PDP mobile
STANLEY 1913 · drinkware

A clearer mobile PDP.

An example of above-the-fold optimisation: better hierarchy, more visible variants and a clearer path to add-to-cart.

Problem

The mobile product page needed more above-the-fold clarity: key information, variants and the CTA needed to be easier to understand.

Solution

I contributed to CRO initiatives for mobile PDPs, A/B testing concepts in Convert.com and reducing friction before add-to-cart.

Outcome

A more compact and action-oriented PDP, with a strong impact on add-to-cart rate.

Stanley before and after mobile PDP optimisation
Gabriela Marulea
Strategy with founder instinct. I’ve built, tested and sold — not just advised from the outside.
About me

An international perspective, applied very practically.

Since 2015 I’ve worked in the Dutch digital space, with a focus on eCommerce and growth marketing — with experience in Shopify, paid media and full-funnel growth.

I studied Marketing Management at the University of Groningen and worked with lifestyle, fashion, home & living and D2C brands. I look at an online store as a complete system: traffic, clarity, offer, pages, funnel, trust and conversion.

Professional journey

A natural evolution: from marketing and global brands to eCommerce, Shopify and conversion optimisation.

2015 University of Groningen University · Business School MSc Marketing Management — foundation in strategy, analysis, consumer behaviour and growth.
2017–2019 Unilever FMCG · Global Consumer Goods Marketing Assistant — brand coordination, artwork production and international processes.
2019–2021 Litelok D2C · Bicycle Security Digital Marketing Specialist — website launch, paid media, Amazon and online growth.
2019–prezent Pelletteria Italiana D2C · Leather Goods eCommerce Founder — own brand, Shopify, product, merchandising and marketing.
2022–2024 SUPER73 eMobility · Electric Bikes eCommerce Manager — Shopify operations, website optimisation and EU expansion.
2023–2025 GoodKarma Digital Agency · CRO & Growth Growth Marketer — A/B testing, CRO, paid media and optimisation for Shopify brands.
Today Freelance CRO & Shopify Consultant Consulting · eCommerce Growth Audits, strategies and projects for online stores that want to sell better.
Packages

From quick audit to strategic partnership.

Depending on your brand’s needs and stage.

01 · First step

Free mini-audit

€0

A quick review to identify where value is lost and what deserves priority.

  • Quick website and funnel review
  • Identification of main friction points
  • Personalised Loom video
  • 45-minute call for feedback and recommendations
  • Prioritised recommendations for next steps
Book the mini-audit →
02 · Detailed audit

Audit Website & Growth

€290

A detailed audit for brands that want strategic clarity before investing more in traffic or redesign.

  • Website, conversion funnel and customer journey analysis
  • Paid media and performance analysis
  • Identifying growth blockers
  • Clear website prioritisation and optimisation plan
Request the audit →
03 · Strategic support

Parteneriat strategic

Hourly or project fee — to be discussed

For brands that need long-term strategic support — from growth strategy and CRO to Shopify, optimisation and growth direction.

  • eCommerce growth strategy
  • CRO & website optimisation
  • Shopify setup or migration
  • Paid media consulting
  • Growth prioritisation and roadmap
Discuss the project →