Premium Alaskan seafood, scaled for growth

How a new Shopify site and a multi-channel marketing strategy grew Alaska Fresh Seafood’s sales 37% year-on-year – and turned email into 40% of revenue.

How We Started.

Juro and Adra have always shared a deep passion for seafood. While Juro was running a seafood processing plant in Alaska for 13 years, they both developed a strong connection not only to the industry but to the people and the exceptional quality of seafood the region produces.

When the couple eventually relocated to Wisconsin, that connection to Alaska never faded. They still had strong relationships with fishermen and suppliers and continued to value the unmatched quality of wild-caught Alaskan seafood.

What started as a simple way to stay connected to Alaska – shipping premium seafood to family and friends – quickly gained traction. Word spread about the quality of their products and the care they took in sourcing and shipping them. Their small side business gradually evolved into Alaska Fresh Seafood, a growing eCommerce brand delivering premium wild Alaskan salmon and other seafood to customers across the United States.

The Problem.

By July 2025, Juro and Adra had built a loyal base of repeat customers who trusted the quality of their seafood. However, after several months of steady growth, their online sales had begun to plateau.

For approximately four to five months, revenue had remained largely unchanged. While their existing customers continued to purchase, attracting new customers and scaling their online presence had become increasingly difficult.

The Challenge.

Their current technology stack was also beginning to limit their ability to grow. The website was built on Wix, which restricted both functionality and flexibility, and their email marketing was managed through Mailchimp, making it harder to build the sophisticated customer journeys needed for a growing eCommerce brand.

Juro and Adra knew they needed a stronger foundation to scale. They also had a clear deadline: they wanted a new website and marketing ecosystem in place before the busy holiday season, ensuring they were fully prepared for the biggest sales period of the year – Black Friday through Christmas.

The Strategy.

We began by implementing a comprehensive digital marketing strategy focused on both growth and long-term sustainability.

Key areas of focus included:

1. Platform Migration & Website Build

Working closely with Juro, Adra and their Designer, we help structure and build a completely new Shopify website for Alaska Fresh Seafood. The new site incorporated their refreshed branding and was built specifically to support long-term eCommerce growth.

The design focused heavily on storytelling and product education – two essential elements when selling premium seafood online. Their hero product, Copper River Salmon, became a central feature of the website, with dedicated content highlighting its origin, quality, and seasonal availability.

The new site was designed to reflect both the modern fishmonger and the modern seafood customer – balancing a premium aesthetic with a user-friendly shopping experience. Clear product pages, improved navigation, and educational content helped build trust with new customers who may not yet understand the benefits of wild-caught seafood.

2. Email Marketing with Klaviyo

As part of the migration, we moved their email marketing from Mailchimp to Klaviyo, allowing for more advanced segmentation and automation.

We implemented a series of strategic email flows designed to maximise both customer acquisition and repeat purchases, including:

Welcome flows introducing the brand story and product quality
Abandoned cart and browse abandonment flows to recover lost sales
Post-purchase flows designed to educate customers about their seafood and encourage repeat orders
Seasonal campaigns aligned with key sales periods such as Black Friday and holiday gifting

These automated flows allowed Alaska Fresh Seafood to consistently engage customers while generating revenue outside of paid advertising.

3. Paid Advertising Strategy

To drive new customer acquisition, we implemented a multi-channel paid advertising strategy across Meta and Google.

One of the most powerful elements of this strategy was leaning into Juro and Adra’s authentic story. Their years of experience in the Alaskan fishing industry, their relationships with fishermen, and their deep knowledge of seafood sourcing created a level of credibility that resonated strongly with customers.

Founder-led creative became a key component of the Meta advertising strategy. Content highlighted:

-Juro and Adra’s history working in the Alaskan seafood industry
-Their relationships with the fishermen who catch the seafood
-The journey from ocean to customer doorstep
-Their commitment to delivering the highest possible quality seafood

This storytelling approach helped build trust with cold audiences while clearly differentiating Alaska Fresh Seafood from larger, less personal seafood retailers.

This approach allowed us to capture immediate opportunities for growth while also building a marketing foundation that could scale with the business.

Early results.

The impact of the new website and integrated marketing strategy was felt quickly.

In the first four months after launching the new Shopify site, Alaska Fresh Seafood saw significant growth across multiple channels.

– Overall website sales increased by 37% year-on-year

– November revenue increased by 77%, driven by Black Friday demand

– December revenue increased by 45%, exceeding their internal sales goals for the month

Email marketing also quickly became a powerful revenue channel. During the first four months following the Klaviyo implementation, email accounted for approximately 40% of total revenue.

Juro & Adra's experience.

“Since partnering with Productpreneur in October 2025, we’ve seen a clear and measurable impact on our business growth. Their strategic marketing approach has helped us not only increase visibility but also attract higher-quality customers who truly value what we offer. The consistency and clarity they brought to our messaging translated directly into stronger sales and a more predictable growth trajectory.

For Alaska Fresh Seafood, this partnership has been a turning point. It’s allowed us to shift from reactive marketing efforts to a more structured, scalable system.

Personally, it’s been a huge relief to work with a team that understands both the numbers and the brand. The combination of improved conversion rates, stronger customer retention, and clearer positioning in the market will make a lasting difference for our business.”

– Juro & Adra, Owners of Alaska Fresh Seafood

Continuing to build momentum

With a scalable platform, a stronger brand story, and a multi-channel marketing strategy in place, Alaska Fresh Seafood is now positioned for continued growth as they bring premium wild Alaskan seafood to more customers across the United States.

YOUR TURN

This kind of growth doesn't happen by accident.

What worked for Alaska Fresh Seafood wasn’t a template. It was a custom strategy designed around their brand, their buyer, and their specific market – directed by a senior strategist who got to know the business inside out.

That’s what we do – at three different levels of partnership, depending on where your business is. Some founders start with one of our self-paced Growth Playbooks. Others hire a strategist to direct their team. And some hand the whole engine to us through our Brand Growth Partnership.

Whichever level fits, it starts the same way: a real conversation about your brand.

About Productpreneur Marketing.

Productpreneur Marketing is a senior eCommerce marketing strategy agency working exclusively with premium brands across Australia, New Zealand, and (occasionally) further afield. Our average client stays with us over two years – not because they’re locked in, but because the work continues to compound.

We work in three tiers. Self-paced Growth Playbooks for founders who want to do the strategic work themselves. Hire a Strategist engagements for brands ready for senior strategic leadership directing their existing team. And full Brand Growth Partnerships for premium brands ready to hand the entire marketing engine to a specialist team.

Our founder, Catherine Langman, brings two decades of digital marketing experience – including senior work with Microsoft, Coca-Cola, Blackmores, and RMK Shoes – plus a decade as a premium eCommerce founder herself, having launched, scaled, and sold an award-winning international brand. That dual lens – marketing strategist and eCommerce operator – is what shapes how every member of our team thinks about your business.

We don’t just run campaigns. We build growth systems – designed specifically for premium buyer psychology, not generic platform best practices.

Productpreneur Marketing