GOAL:

Drove qualified leads, increased new shop sign-ups, reduced churn, and boosted organic and paid traffic. Improved overall brand visibility and engagement across web and social platforms.

DELIVERABLES:

• Paid Ads:

  • Google Ads: Optimized strategy to reduce unqualified (DIY) leads

  • Facebook Ads: led in-house management transition, redefined audience segments, launched first ads featuring A/B testing initiatives, gated content, and video ads

  • Developed evergreen campaigns targeting 4 audience segments with 3 ad variations each

• Performance Tracking:

  • Set up full UTM and conversion tracking via Google Tag Manager

  • Built out dashboards to monitor KPIs including SQL's, sign-ups, traffic, churn reduction, and conversion behavior and monitored web metrics using Google Analytics and Hubspot

• SEO Strategy:

  • Implemented keyword targeting across homepage and high-traffic pages

  • Created SEO-driven blogs, resource hub, and feature pages

  • Resolved technical SEO issues (redirects, page speed, crawlability, indexing)

  • Oversaw ongoing performance monitoring via Google Search Console

• Community & Organic Social:

  • Managed LinkedIn and Facebook pages, including "user community" Facebook page and live events

  • Collaborated with influencers for brand awareness and webinar features

PROJECT DETAILS:

• Worked closely with Content Marketing, Creative, Product, and Partner Marketing teams to produce social content focused on driving registrations and engagement

• Conducted ongoing A/B testing for ad formats, messaging, creative, and CTAs

• Continuously refined ad strategies based on channel performance and conversion data

• Developed and tested paid ads with gated content and smart CTAs to increase lead quality

• Aligned SEO and paid media efforts with broader lead lifecycle goals

• Leveraged community feedback and influencer content to strengthen brand presence and engagement