Dominique Moretti rebuilt the I.AM.GIA website from scratch in 12 weeks. Open rates sit above 50%. The re-engagement flow beats the welcome flow. And 90% of I.AM.GIA's revenue comes from the US. This is how she runs two global fashion brands with one lean team.
Dom is Head of Ecommerce and Digital atA&S Labels, the Melbourne company behind Tiger Mist and I.AM.GIA. She started there as a graphic design intern twelve years ago, grew with the business, left for a stint at Calibre, and came back in a bigger role. She's also a Klaviyo Champion 2026. Nathan sat down with her at K:SYD in Sydney before the doors opened, the third of three conversations recorded there.
Today, we're discussing:
How Dom scrapped an I.AM.GIA website project mid-build, changed agencies and rebuilt in 12 weeks [12:09]
Why she moved from headless to Shopify Native and what drove that decision [13:13]
The re-engagement flow with no discount that's now outperforming the welcome flow [28:33]
How to maintain 50-60% open rates for two fashion brands in 2026 [30:46]
The app strategy: push notifications, Tapcart AI flows, and why apps beat SMS long-term [00:00]
What TikTok Shop in the US actually requires in terms of product data, SLAs and live consistency [43:09]
How Dom is using Claude and Klaviyo MCP for weekly reporting across all channels [37:29]
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