Experience · Pet retail · Phoenix
Keep a national retail brand useful in every local market.
Shawn Michael Roberts, founder of S9, has delivered content, SEO, social, and creative work in large-format retail and services-adjacent retail environments.
PetSmart · Phoenix, AZ
The business challenge
Pet retail blends product commerce with services like grooming and training. Shoppers search locally for stores and services while still expecting a national brand experience. The challenge is coordinating promotions, service pages, and social proof without fragmenting the brand.
What this leadership experience covered
Experience from Shawn’s prior leadership roles includes retail SEO and local discovery, service-line content, social creative systems, and analytics that separate product interest from service booking intent. S9 applies those lessons to retailers and service-retail hybrids that need both traffic and appointments.
Approach by channel
Channels varied by engagement. The methods below reflect the type of work Shawn Michael Roberts has led for brands in this category.
Local SEO
Store and services findability with accurate profiles and landing pages.
Content and creative
Category and care education that supports commerce and trust.
Social
Community and pet-life storytelling with room for offers.
Analytics
Split views for retail vs services conversion paths.
Lessons for your business
Service-plus-retail brands need two clear funnels under one brand. S9 designs for both without confusing the shopper.
Experience from Shawn Michael Roberts during prior agency and in-house roles. Not an S9 client engagement or endorsement. Brand names are property of their owners.
Apply the same discipline
AI is not the enemy. Ambiguity is.
Whether you sell semiconductors, care pathways, tee times, or industrial capability, growth starts when your story is clear enough for search, AI answers, and a busy buyer. That is the S9 operating idea.
Want this level of clarity for your brand?
S9 (S9 LLC) is a national digital agency based in Chandler, AZ. Shawn Michael Roberts brings two decades of hands-on SEO, GEO, creative, content, social, paid, and web experience to companies of every size.