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Madame Korner is a premium Australian skincare brand built for women 35 and above who want science-backed, results-driven skincare that actually works. The brand had earned strong organic word of mouth and a loyal repeat customer base, but growth had plateaued. The product was ready to scale. The infrastructure was not.

They needed a partner who could build a full growth engine across paid acquisition, creative production, owned channel automation, and on-site conversion without compromising the premium brand equity they had spent years building. Segments came on board as a full growth partner owning paid media, UGC creative, Klaviyo, marketing automation, and Shopify CRO from day one.

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When Segments engaged, CAC was climbing quarter on quarter with no clear line of sight into why. The business was generating revenue but operating without the visibility or systems needed to scale it profitably and predictably.

Paid MediaMeta campaigns lacked structure and creative was being recycled without a proper testing framework. Google Ads had never been properly built out as a channel. UGC production was inconsistent and reactive, meaning creative fatigue was a constant drag on performance.

Owned ChannelsKlaviyo had never been fully implemented. There were no welcome flows, no abandoned cart sequences, no post-purchase nurture, and no win-back strategy. Retention was largely left to chance despite a customer base with strong LTV potential.

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On-Site ExperienceThe Shopify store had never been through structured user testing. Landing pages were not optimised for conversion, the purchase journey had friction points that were silently killing performance, and there was no data-driven process for identifying and fixing them.

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Paid Media and CreativeWe rebuilt the entire Meta and Google Ads infrastructure with a structured campaign architecture and rigorous testing frameworks across hooks, formats, copy angles, and audience segments. A consistent UGC production pipeline kept creative fresh and performance strong across both channels without compromising the brand's premium aesthetic. Google Ads was built out as a full acquisition channel, diversifying the paid mix and lowering blended CAC.

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Klaviyo and Marketing Automation:

‍Klaviyo was implemented end to end covering welcome flows, abandoned cart sequences, post-purchase nurture, cross-sell and upsell automations, win-back campaigns, and full lifecycle sequencing. Email went from being an afterthought to the highest ROAS channel in the business within 90 days.

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Shopify CRO and Landing Pages:
User testing was conducted across key landing pages and the core purchase journey, identifying friction points and conversion opportunities that had been silently costing the brand revenue. Landing pages were redesigned based on real user behaviour data, ensuring paid traffic was landing in the best possible environment to convert.

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Retention and LTVCohort-based LTV analysis:
Identified the highest value customer segments and informed bundling strategies, retention campaigns, and product sequencing decisions that compounded results over time.

The Numbers

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- 302% Shopify revenue growth year on year over 24 months

- 34% reduction in CAC within the first quarter

- 4.2x blended ROAS sustained across paid channels

-38% of total monthly revenue driven by email within 90 days

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