Work Highlights
Selected work across music, eCommerce, events, brand platforms, and performance marketing.
AB Strategy partners with artists, founders, and growing brands to build the strategy, platforms, campaigns, and marketing systems that help meaningful work reach the right audience.
Our work is often embedded, practical, and cross-functional. Sometimes that means building the website and email foundation. Sometimes it means shaping a launch, filling a room, supporting a release, improving paid media, or connecting brand, offer, content, and conversion into one clearer system.
The examples below highlight a few of the artists and brands we’ve helped support.
Crystal Waters
Iconic house music vocalist with global cultural impact and an active release and touring career.
Including:
I AM HOUSE Orchestrated and Crystal Waters Official Shop.
Our role:
Embedded strategy and marketing partner supporting Crystal’s brand platform across live events, content, eCommerce, email, and fan engagement.
Highlight Outcomes:
- Built the core marketing foundation, including a WordPress website and email system designed to support releases, shows, content, and launches
- Supported the rollout of I AM HOUSE Orchestrated, including the sold-out Sony Hall performance in New York City
- Strategized and implemented the Crystal Waters Official Shop, creating a new revenue stream through merch and owned commerce
- Built the Shopify shop, designed merch for apparel and accessories, and set up integrations across Meta, Instagram/Facebook Shop, Spotify, and related commerce channels
- Manage the shop, customer service, and ongoing merch drop strategy
Featured Links:
iamcrystalwaters.com
shop.iamcrystalwaters.com
Tags:
Strategy, WordPress, Shopify, eCommerce, Merch Strategy, Email Marketing, Event Marketing, Social Commerce, Artist Marketing, Creative
OFFAIAH/ ALL FIRE
International dance music artist and producer with a global audience and a serious release and brand footprint.
Including:
ALL FIRE Records, ALL FIRE Radio, ALL FIRE merch, and System-Check studio services.
Our role:
Artist management and brand leadership, alongside AB Strategy’s platform, marketing, commerce, and audience growth support.
Highlight Outcomes:
- Built the ALL FIRE Records Shopify website to support releases, merch, email capture, fan engagement, and commerce
- Designed ALL FIRE merch and developed brand creative to support a cohesive, premium identity across drops and campaigns
- Created the system and customer journey for System-Check, OFFAIAH’s studio service offering for producers
- Built email automation flows to support audience growth, customer communication, and ongoing fan engagement
- Provide ongoing strategic support across releases, marketing initiatives, brand positioning, and growth opportunities
Related Links:
allfirerecords.com
Tags:
Strategy, Artist Management, Brand Identity, Shopify, eCommerce, Merch Design, Email Marketing, Automation, Audience Growth, Creative, Marketing
Sage Goddess
One of the most recognized metaphysical eCommerce retailers online, with a highly engaged customer base and a deep product universe.
Our role:
Strategy-first growth and platform partner, supporting Sage Goddess across eCommerce marketing, paid acquisition, web development, internal systems, and ongoing strategic consultation. Our work helps connect offer strategy, customer experience, marketing execution, and measurement into a more integrated system built to scale efficiently without sacrificing brand, margin, or operational clarity.
Highlight Outcomes:
- Managed Google Ads and Meta Ads to drive efficient growth aligned to seasonal launches, merchandising priorities, and key offers
- Strengthened performance tracking and decision-making to support smarter scaling and cleaner optimization cycles
- Provided custom web development for new sub-brand offerings, including Magical Entrepreneur and Athena’s Lair
- Created an internal customer service system to help staff manage customer needs more efficiently
- Provided web development and admin logistics to support a major brand transition and bring the Sage Goddess platform back online
- Ongoing strategy and marketing consultation across campaign planning, creative direction, paid media, retention, and customer journey improvements
Related Links:
sagegoddess.com
magicalentrepreneur.com
athenaslair.com
Tags:
Strategy, Google Ads, Meta Ads, eCommerce Marketing, Analytics, Web Development, Internal Systems, Lifecycle/Email, Marketing Consultation
Intention Boutique
A curated marketplace for intentional living, built around conscious consumerism, meaningful products, and the idea of helping customers shop their values.
Our role:
Owner-operators behind the brand, platform, marketing, and day-to-day execution. AB Strategy conceptualized the Intention Boutique business model, designed and developed the site, curated the product and seller ecosystem, and manages the marketing, content, vendor relationships, customer experience, and daily operations behind the business.
Highlight Outcomes:
- Conceptualized the Intention Boutique marketplace model, including the “shop your values” positioning and customer experience
- Designed and developed the WooCommerce website and customer journey to support discovery, merchandising, conversion, and repeat purchase behavior
- Curate products, sellers, and vendor relationships across the marketplace
- Manage day-to-day business operations, including platform updates, vendor coordination, merchandising, and customer experience
- Strategize and implement all marketing across email, organic social media, paid media, content, and promotions
- Produce creative content across organic and paid social, including product shoots, visual direction, and campaign assets
- Ongoing experimentation and optimization across offers, creative, retention, and customer journey strategy to support sustainable growth
Related Links:
intentionboutique.com
Tags:
Business Concept, WooCommerce, eCommerce, Marketplace, UX/CRO, Product Curation, Vendor Management, Email/Lifecycle, Social Media, Paid Media, Content Production, Creative, Operations