portfolio

Performance Marketing & Conversion Strategy

My approach to performance marketing moves away from the traditional "high-budget gamble" and leans into a high-volume strategy where data, not guesswork, dictates the winner. As a Digital Marketing Specialist with a background in Digital Media and Photography, I believe that while a healthy budget is necessary, its power lies in its distribution. I spread the budget across a vast array of creative assets, monitoring each one closely through the initial learning phase to identify high-performing outliers.

Instead of trying to guess which single "hero" ad will unlock an audience, I utilize multivariate testing to let the market decide where the value lies. Once the winners are clear, I strategically reallocate the budget to the specific assets that convert at the highest rate. This volume-first methodology is exactly how I generated almost 3.5 times more leads in our Lofty CRM through PPC and organic social in just one year. By flooding the channel with high-quality, artistic content, I make it statistically difficult for a campaign to fail.

3.5x

MORE LEADS IN

ONE YEAR

(based on avg monthly lead intake, vs the year prior)

motion

graphics

Social Growth & Engagement Labs

Social media is a living laboratory where every piece of content serves as a vital data point. My strategy is built on a foundation of high-frequency Reel testing, which allows for bypassing industry guesswork to identify exactly which narratives stop the scroll in real-time. On platforms that are increasingly oversaturated with the same recycled trends and "cookie-cutter" templates, I prioritize thinking outside the box to give a brand a distinct creative edge. By developing unconventional concepts that break the standard aesthetic mold, I ensure the content doesn't just blend into the feed but actually demands a second look.

This shift toward emotion-led analytics and "pattern-interrupt" creativity has fundamentally changed the way audiences interact with the brands I manage. By identifying the specific emotional hooks and unique visual stories that drive action, I have engineered a 44% rise in average post interactions and a 41% increase in monthly follower growth within a single year. These aren't just vanity metrics; they represent a deep level of community trust and brand recall. By focusing on the human behind the screen and refusing to settle for generic content, the results speak for themselves: a 124% increase in unique Instagram profile visits, turning a passive digital presence into a high-traffic gateway for new business.