A closer look at the work behind the numbers.
A women-founded spirits brand needed a campaign to build awareness and community on a tight budget (~$2K/month) — plus a lead-generation program built from zero, in a category with significant advertising restrictions.
- Developed the campaign concept, naming, and creative direction, with a social activation mechanic designed to earn organic reach beyond paid placements
- Managed paid amplification across Facebook, Instagram, and Pinterest, plus influencer and brand partner coordination
- Audited platform advertising policy for a regulated category and built compliant creative frameworks from scratch
- Continuously tested hooks, imagery, and CTAs to bring cost-per-lead down from a standing start
Inherited an agency-managed paid media program with high spend and low accountability — then had to rebuild it mid-cycle when a major shift to the company's trial model changed funnel dynamics entirely.
- In-housed paid media from an external agency, building a new optimization cadence and reporting rhythm
- Rebuilt budget allocation by intent — cutting underperforming segments and reallocating to higher-intent channels
- Restructured account architecture and bidding strategy end-to-end across paid search
- Stress-tested conversion tracking and attribution to confirm results reflected true performance
- Adapted acquisition strategy after a major shift in the trial model changed funnel dynamics
An underperforming LinkedIn program needed more than bid adjustments — it needed a structured way to understand what creative was actually driving engagement, and why.
- Built a creative review and iteration system, naming and tracking concepts to identify performance patterns
- Ran weekly creative reviews translating CTR and conversion data into actionable creative direction
- Identified that vertical formats outperformed horizontal across webinar campaigns and shifted production accordingly
- Built a living tracker spanning every test, format, audience, and result
- Wrote a long-form SEO piece that became one of the highest-traffic pages on the site
Two live festival events across two cities needed full-funnel creative and paid strategy on a compressed timeline — with one person owning creative direction, copy, paid social, email, and influencer coordination.
- Wrote all campaign copy, including ticket announcements, sponsor emails, and press releases
- Built and managed social content calendars and engagement strategy
- Ran paid social campaigns optimized toward ticket purchases, A/B testing creative throughout
- Coordinated influencer visits and original photography production
- Built email flows for early-bird and urgency-driven ticket campaigns
Guest appearance on a B2B SaaS company's podcast, talking channel selection, performance measurement, and how to make paid media accountable for B2B teams.
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