Shelizaan
Regulated Canadian multi-brand commerce connecting B2B distribution, multi-location retail, acquisition, e-commerce operations and customer journeys.
Regulated commerce · Canada · Human controlledScale the work without losing control.
B2B buyers, store customers and online shoppers do not need the same message or journey. The system had to reuse shared brand and operational information while respecting different audiences, regions, inventory and approval rules.
Shared context. Separate decisions.
Approved evidence moves forward through the engines. Sensitive customer, pricing and account information stays inside the business environment.
Collect signals
Paid, organic, commerce and customer signals enter one review layer.
Choose the audience
B2B accounts, retail customers and lapsed buyers follow different paths.
Create the work
Campaign, product and lifecycle content is produced from controlled inputs.
Apply the rules
Claims, region, inventory and channel rules are checked before approval.
Measure and improve
Approved work is measured and the next useful test is prioritized.
A product does not publish because the copy is finished.
Content is only one gate. Compliance, approval and inventory must also pass before anything becomes eligible to publish.
Every item carries its own status.
A generic reconstruction demonstrates the operating logic without exposing products, pricing or inventory.
Automation stops when evidence is missing.
The workflow does not invent missing product details, silently override restrictions or publish around an unavailable item.
The systems supported measurable business outcomes.
These are overall outcomes from combined strategy, implementation and ongoing optimization—not results attributed to one model or automated report.
Growth over six months through combined acquisition and website work.
Improvement supported by content, SEO and site optimization.
Improvement across the wider optimization program.
Improvement associated with redesigned email automation.
Attribution note: The engines supported diagnosis, production and iteration. The results reflect the complete marketing program and human execution.
Three inactive customers need three different conversations.
Region and local send time are set first. Recency defines the tone. Personalization and testing happen only after consent, suppression and account status are checked.
Cooling off
A low-pressure check-in for an account that has only recently slowed down.
A short note from the account representative, followed by useful updates only if relevant.
Disengaged
A clearer value reminder for an account that has been inactive longer.
The message uses approved account context without exposing sensitive history.
Fully lapsed
An honest reactivation path with a clear final message and suppression rule.
A direct choice, followed by a respectful exit if the timing is not right.
The safety layer is part of the product.
Automation is useful only when it knows what it cannot decide. External actions remain draft-first and approval-gated.
Supported wording only
Content must use approved product information and avoid unsupported promises.
Human checkedEligibility before targeting
Audience and regional requirements are checked before a campaign package moves forward.
Rule gatedConsent and frequency
Suppression, unsubscribe, timezone and message-frequency controls stay deterministic.
CASL awareNo autonomous launch
The system may prepare work, but a person approves customer communication and publication.
Approval requiredFour layers keep the workflow understandable.
Inputs, decisions, outputs and controls stay separate so the team can see what happened, why it happened and who approved it.
What goes in
- Product and brand data
- Inventory and availability
- Campaign performance
- Customer lifecycle events
What is decided
- Audience and channel
- Message and offer
- Regional eligibility
- Approval requirement
What is produced
- Campaign packages
- Product content
- Lifecycle journeys
- Performance reports
What stays protected
- Restricted claims
- Customer consent
- Inventory accuracy
- Human publishing approval
System family: AI Marketing Engine, Growth Intelligence & CRO, Creative Production, Content & Lifecycle and Commerce Ops. External account actions remain reviewable and reversible.
Real operating context. Sanitized presentation.
The business context and contribution are authentic. The screens and examples are reconstructed so confidential commerce information is not published.
What I owned
- Digital marketing and AI-system direction
- Paid and organic acquisition
- E-commerce and commerce workflows
- Customer segmentation and lifecycle automation
- Conversion review and reporting
What stays private
- Product and brand-level details
- Customer, wholesale and pricing data
- Campaign spend and account exports
- Inventory and internal operating records
- Credentials and unpublished creative assets