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HealthWay Family of Brands
Marketing Specialist | February 2025 - Present
Overview
HealthWay Family of Brands is an industry leader in professional-grade air purification systems designed to improve indoor air quality in residential and commercial environments.
As Digital Marketing & eCommerce Specialist, I support the company's consumer brand, Intellipure by HealthWay, across website management, email marketing, social media, affiliate marketing, eCommerce, and digital campaigns. Since joining the team, I have led major digital initiatives, including website redesigns, rebuilding the affiliate program, optimizing lifecycle marketing, and supporting the successful rebrand from Intellipure to Intellipure by HealthWay.
My Role
I manage Intellipure’s digital presence across multiple customer touchpoints, from first impression through purchase and retention. My work spans Shopify website management, conversion-focused landing pages, Klaviyo email marketing, affiliate and influencer partnerships, social media strategy, and broader eCommerce operations.
This role has given me the opportunity to lead high-impact projects that directly support brand growth, customer engagement, and online sales performance.
Key Contributions
Website Design & eCommerce Optimization
I lead front-end website strategy and optimization for both the HealthWay and Intellipure brands, including site architecture, page design, content strategy, and ongoing conversion improvements.
Responsibilities
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Shopify website management
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Landing page creation
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Product detail page (PDP) optimization
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Theme customization
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Site architecture & navigation
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User experience improvements
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Ongoing website maintenance
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Email Marketing & Retention
I took ownership of the Klaviyo email program following the departure of an external contractor and rebuilt the brand’s email template system and testing framework.
Responsibilities
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Weekly campaign creation & deployment
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Email template design
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Graphic creation
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A/B testing strategy
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Performance analysis
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Segmentation & optimization
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Lifecycle & promotional campaigns
Affiliate, Influencer & UGC Programs
One of my largest initiatives has been rebuilding Intellipure’s affiliate program from the ground up after the company transitioned to a new affiliate platform.
Responsibilities
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Affiliate program strategy
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Policy & program development
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Affiliate onboarding
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Resource library creation
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Newsletter & community communication
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Influencer outreach
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UGC coordination
Social Media Strategy & Execution
I manage Intellipure’s social presence across Instagram, Facebook, and LinkedIn, creating content that supports brand awareness, education, engagement, and product promotion.
Responsibilities
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Content planning
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Graphic design
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Video & short-form content
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Educational campaigns
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Promotional campaigns
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Community engagement
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Performance monitoring
eCommerce & Marketing Operations
In addition to channel management, I support broader marketing and operational initiatives that help ensure a consistent customer experience and successful campaign execution.
Responsibilities
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Monthly campaign support
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Cross-functional coordination
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Customer service support
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Marketing asset management
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Promotional execution
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eCommerce operations support
Brand Identity & Rebranding
I played a key role in the rebranding of Intellipure to Intellipure by HealthWay, helping ensure a consistent transition across digital and marketing channels. As part of the rebrand, I developed updated brand guidelines, created new logo variations and brand assets, and supported the rollout of the refreshed identity across websites, marketing materials, and digital communications.
Responsibilities
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Developed updated brand guidelines
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Created new logo variations and brand assets
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Supported the rollout of the new brand identity
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Updated digital marketing materials and website assets
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Helped maintain brand consistency across channels
Highlights/Wins
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Rebuilt Intellipure’s affiliate program from the ground up, including policies, onboarding, resources, and community communication.
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Led the redesign of both the HealthWay and Intellipure websites.
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Directed the front-end rebuild of HealthWay’s website during its migration from WordPress to Shopify.
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Expanded the Intellipure website with 40+ new conversion, educational, technology, and brand-focused pages.
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Rebuilt the Klaviyo email template library, created 5 new email flows, and implemented a structured A/B testing program.
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Took ownership of social media management across Instagram, Facebook, and LinkedIn.
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Supported ongoing campaign strategy, eCommerce operations, and customer engagement initiatives.
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Helped lead the successful rebrand of Intellipure to Intellipure by HealthWay, creating updated brand guidelines, new logo assets, and supporting the rollout of the refreshed brand identity.
Featured Projects
Rebuilding the Intellipure Affiliate Program
When Intellipure transitioned to a new affiliate platform, the program effectively needed to be rebuilt from scratch. I led the redevelopment of the program by creating policies, onboarding processes, marketing resources, communication systems, and a centralized resource library.
A major focus of the project was building a genuine affiliate community through consistent newsletters, open communication, educational resources, and ongoing support for partners.
My Contributions
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Developed affiliate policies and guidelines
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Created onboarding workflows
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Built the affiliate resource library
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Designed affiliate marketing materials
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Established newsletter and communication strategy
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Recruited and nurtured qualified 100+ affiliate partners
HealthWay Website Migration (WordPress → Shopify)
I led the front-end strategy and execution for HealthWay’s complete website migration from WordPress to Shopify. The project involved extensive research, site mapping, wireframing, page creation, and launch coordination.
The build was particularly complex because it required both a public consumer-facing experience and a private dealer experience, each with unique navigation, content, and user requirements.
My Contributions
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Conducted website and competitor research
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Developed the site map and information architecture
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Created wireframes and page layouts
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Built the front-end Shopify experience for both public and Private versions
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Coordinated content organization
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Supported launch and post-launch optimization
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Expanding the Intellipure Website
Following Intellipure’s move to a new Shopify theme, I led the ongoing expansion and optimization of the website, creating more than 40 new pages focused on education, conversion, technology, and brand storytelling.
This work included conversion landing pages, air quality education hubs, technology pages, About Us content, and other resources designed to improve both SEO visibility and the customer journey.
My Contributions
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Led the theme transition process
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Designed and built 40+ new pages
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Developed conversion-focused landing pages
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Created educational content hubs
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Reworked About Us and technology content
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Optimized pages for user experience and SEO
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Taking Over the Klaviyo Email Program
After the departure of an external contractor, I assumed ownership of Intellipure’s email marketing program. I redesigned the brand’s email template library, established a structured A/B testing plan, and used performance data to guide ongoing strategy decisions.
My Contributions
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Redesigned the email template library
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Implemented systematic A/B testing
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Analyzed campaign performance data
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Optimized content, CTAs, and send strategy
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Developed data-driven retention and promotional campaigns
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Web Page Screen Recordings
Skills & Tools
Shopify | Klaviyo | Email Marketing | Hubspot | A/B Testing | Conversion Optimization | Landing Page Design | UX & Information Architecture | SEO | Affiliate Marketing | Influencer Marketing | UGC Management | Social Media Strategy | Graphic Design | Analytics & Reporting | Project Management | Cross-Functional Collaboration
Reflection
This role has significantly expanded my experience in eCommerce and performance marketing by giving me ownership of high-impact digital channels and major cross-functional projects. Leading website redesigns, rebuilding the affiliate program, managing the Klaviyo email program, and overseeing social media strategy has strengthened my ability to combine creative execution with data-driven decision making.
Most importantly, this position has given me experience leading initiatives from concept through launch while balancing strategy, design, analytics, operations, and customer experience across a growing consumer brand.