At Star Building Materials in Winnipeg, I built the marketing function from the ground up and developed the company’s digital presence almost entirely from scratch. What existed prior was a website that offered only a brief, high-level overview of the business. My work culminated into Star’s first e-commerce-capable website, building from original content and concepts and expanding it to enhance our broader digital presence. This end-to-end digital transformation positioned the company for modern customer expectations, supported both B2B and B2C sales pathways, and more.
The e-commerce project introduced a comprehensive digital architecture, including real-time inventory visibility, a custom product taxonomy, an SEO-informed site structure, complete content development for thousands of SKUs, and, with user login, real-time account information such as previous purchases and billing balances. Foundational elements such as site mapping, wireframe direction, content standards, and user experience requirements were defined and refined, with execution supported by internal teams and external development partners. Coherence across strategy, UX, content quality, and the overall framework guided the build, from navigation logic to conversion flow.
Integration between the new website and the existing ERP system (OrderStream by Seradex) involved coordination among multiple technical contributors. Internal ERP specialists provided guidance, and external developers leveraged the ERP API to implement system connections. Alignment of these groups, translation of business and user needs into technical requirements, and verification of accurate data flow ensured smooth user interactions and reliable operational performance.
The outcome was a responsive, customer-centric website that transformed product discovery, evaluation, and purchasing online. Full product lifecycle content including SEO-driven descriptions, category logic, imagery standards, and online merchandising enabled thousands of items to become shoppable for the first time. This work improved organic visibility, increased engagement metrics across key pages, and drove higher volumes of product inquiries and transactions. The project established a scalable digital foundation, demonstrating the impact of coordinated marketing, technical integration, and user-focused design.