October 12–16, 2026
People ask me all the time what I actually do for Shopify apps.
I'm pretty sure most people associate me with Shopify App Store optimization. Fair enough. I've spent years working on app listings, keywords, conversion rates, and helping apps get discovered by merchants.
But that's only part of my job.
I thought it would be fun to start sharing what a typical week looks like at Causeway 305. Not a list of client accomplishments or some fancy agency recap. Just the different projects I work on, the conversations I have, and the things that fill my days.
So here's what this week looked like.
This week's rundown
- Content Marketing: Blog articles, social copy, video scripts, and newsletter content.
- Creative Development: Social graphics, YouTube thumbnails, and promotional concepts.
- App Store Optimization: App listing updates, translations, positioning, and app discovery.
- Report Development: Leading a nearly 50-page industry report, content editing, and design feedback.
- Shopify Ads: Campaign performance, keyword analysis, and monthly client reporting.
- Marketing Strategy: BFCM campaigns, outreach plans, and promotional offers.
- Brand Strategy: Developing a recognizable character, including his personality, voice, and how he could represent a brand.
- Client Communications: Project feedback, recommendations, and planning.
- Business Development: Prospect calls and conversations about marketing challenges, and a new LinkedIn ad creative test.
- Real Life: Doctors' appointments and closing a few personal chapters.
Quite a mix for 1 week. Here's a little more about what went into it.
A whole lot of writing (and rewriting)
I worked on blog articles, social media posts, video scripts, and Shopify App Store listings.
Some of the writing was educational, helping merchants understand how to solve specific problems in their stores. Other projects involved taking technical app features and explaining them in a way that makes sense to someone who doesn't build software for a living.
And, of course, there was plenty of editing. I spend a surprising amount of time taking things I've already written and making them shorter, easier to understand, or just sound more human.
Getting creative
This week also included social media graphics, YouTube thumbnails, and ideas for promotional campaigns.
I love this part of my job. Coming up with a concept, playing with different visuals, and figuring out how to make something interesting enough that people might actually stop scrolling.
I also spent time working through brand strategy with a client, including developing a recognizable character that could become part of their marketing. We talked about his personality, what he might sound like, the kinds of things he'd say, and how he could represent the brand across different channels.
It's a fun part of marketing that goes beyond creating individual pieces of content. You're developing something people can recognize and associate with a brand over time.
Testing some new creative on LinkedIn
I also launched a new static LinkedIn ad this week, testing a more playful creative direction than the usual B2B advertising you see in the Shopify app space.
I wanted to try something fun, a little unexpected, and different from the typical product screenshots and feature-heavy ads.
It's a new test, so we'll see how it performs. But that's part of the fun of marketing. Sometimes you have to try something different and see how people respond.
BFCM is keeping me busy
Black Friday and Cyber Monday preparation is in full swing, which means a lot of conversations about promotions, campaigns, and getting things ready before the holiday shopping rush.
I spent time developing promotional ideas, working through different offers, and planning content to support seasonal campaigns.
I've also been spearheading a nearly 50-page, multi-partner industry report for the past several weeks, and we're finally getting close to the finish line.
It's been a massive project involving content development, partner coordination, creative direction, and working closely with design to bring everything together.
This week was about getting it closer to the final version. That meant reviewing the design, figuring out which pages could be combined, and bringing the page count down without losing important information.
There's a lot that goes into managing a project of this size, and I'm excited to see it published and out in the wild!
Yes, I still work on Shopify App Store optimization
Of course, there was some ASO work this week.
I worked on app listing copy, language translations, positioning, and how apps communicate their features to merchants.
I also spent time developing newsletter content for The App Collective about app discovery, AI, Sidekick, and how merchants find and evaluate apps.
I've been spending a lot of time looking at how Sidekick changes the way merchants discover apps, particularly with app extensions becoming part of the conversation. It's interesting to think about what an app needs to communicate when the merchant might be getting a recommendation from AI instead of browsing the App Store.
There's still plenty of traditional ASO work to do, but app discovery is becoming a much bigger conversation.
Shopify Ads, numbers, and reporting
Not everything I do involves writing or creative projects. Some days, I'm spending a lot of time looking at spreadsheets, campaign performance, and advertising results.
I manage Shopify App Store Ads for clients on a monthly retainer, which includes regular campaign monitoring, adjustments, and monthly performance reports.
This week, I worked on those reports, reviewing keyword performance, comparing results from previous months, and looking at which campaigns were generating installs and revenue. The reports also include my analysis of what's working, what isn't, and where I think adjustments should be made.
I also spent time working through recent changes to Shopify's reporting and figuring out how to access some of the information that used to be easier to find.
And I'll admit, these changes have been frustrating, especially because they weren't clearly communicated when they were introduced. Judging by the conversations I've seen in the Shopify Partner forums, I'm certainly not the only app partner feeling this way. When you rely on this data to make marketing decisions and report back to clients, having familiar reporting disappear or change without much explanation is an unnecessary inconvenience and a waste of time.
Advertising is an ongoing process of testing, reviewing results, and making adjustments. Some months the numbers tell a pretty straightforward story. Other months require a little more digging. And apparently, sometimes that digging involves figuring out where Shopify moved everything.
Marketing strategy and business development
I also worked on prospecting and outreach plans, including identifying potential merchants, thinking through their challenges, and developing messaging to get their attention.
This is another part of my job that people probably don't associate with ASO. Sometimes an app's biggest marketing opportunity has nothing to do with its App Store listing.
There were also prospect calls this week. I enjoy hearing what app companies are working on, what's going well, what's frustrating them, and where they think they need help.
Sometimes those conversations turn into projects. Sometimes they're just good conversations.
And throughout the week, there were the usual client discussions, feedback, and decisions that come with managing multiple marketing projects at once.
And then there was real life
In between all of that, I had a few doctors' appointments.
Some appointments are just another thing to fit into the calendar. Others are about finally closing chapters that have taken up a lot of time and energy.
It's been quite a year, and I'm happy to be putting a few things behind me.
Work doesn't happen in a vacuum, and some weeks involve juggling more personal things than others.
So, what exactly do I do?
I write. I edit. I develop marketing strategies. I review advertising performance. I come up with creative ideas. I work on branding, content, positioning, and helping companies figure out how to reach more Shopify merchants.
Sometimes I'm working on a single sentence for an app listing. Other times I'm discussing an entire marketing campaign, managing a major industry report, or developing a personality for a brand character.
And yes, sometimes I'm still the Shopify App Store girl.
I've been doing this for a long time, and one of the things I enjoy most is that no 2 weeks look exactly the same.
I think I'll make this a weekly thing. It'll be interesting to look back and see just how different one week is from the next.
See you next Friday!
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