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S E A R C H
S E A R C H
Organic Search
Organic Search
As individual channels go, I would consider search my bread and butter. It's always made sense to me, even before I had an interest in marketing. From research to strategy to execution, my approach is underlined by data and guided by the most up to date industry knowledge, which is essential in the constantly evolving world of search.
The use cases included here were selected on the basis of how different they are. MainStreet & KidsStreet has a much larger presence and, because their service is location-based, organic search has to be thought of in terms of individual locations/clinics and their relevant pages, underpinned by the main websites. By the end of my tenure at MainStreet/KidsStreet, our primary keywords were, on average, performing twice as well as they were when I started.
While MainStreet was in a relatively strong position when I came on, PBBS Boiler Equipment Co. had mountains to climb. The example I am most proud of is the rankings jump for "boiler parts," from 143 in the SERP to 8.
Use cases
MainStreet Family Care & KidsStreet Urgent Care
PBBS Boiler Equipment Co.
MainStreet & KidsStreet Urgent Care | Healthcare | 2023 - 2025
PBBS Boiler Equipment Co. | Manufacturing | 2021 - 2022
MainStreet & KidsStreet Urgent Care | Healthcare | 2023 - 2025 (above)2022 Summary (below)
Paid Search
Paid Search
My experience in paid search is highly robust. Prior to MainStreet, the majority of my leadership history was closely tied to it. It's arguably the most fun channel to manage in my opinion. When you're doing your best work, deep-diving into the raw data at 2 a.m. because you're on a roll, solving problems left and right, it gives a feeling I imagine quants and analysts on Wall Street live for. Few things in my life have made me feel so much like Dustin Hoffman in Rain Man.
In my career, I have yet to take on a paid search project where I did not (a) reduce/optimize spend while (b) improving performance and (c) finding opportunities that would otherwise be overlooked. The pattern across the examples included comes out to getting more (and better) results while managing to spend less money. The scale of the campaign, whether $5,000/mo or $500,000/mo, the end result is the same.
Use cases
MainStreet Family Care & KidsStreet Urgent Care
FY 2022
Learning Resources
RevenueWell
Learning Resources | Education | 2023
RevenueWell | Healthcare | 2023
S O C I A L
S O C I A L
Organic Social
Organic Social
In agency life and as a digital marketing journeyman, managing organic social is unavoidable. By this point in my career, more of my experience with organic social is made up of strategy and leadership, with a bit of teaching.
Use cases
KidsStreet | Back to School Campaign
KidsStreet | Momfluencer Campaign
KidsStreet | Momfluencer Sniffle Season campaign
Gobi Heat | Luxury Apparel | Meta - Evergreen | 2023
Paid Social
Paid Social
Paid Search has actually quite grown on me over the years. Probably has something to do with game theory, but it's also about the medium itself; the shift in mindset required when entering a place of passive intent. The more reliable the targeting is, the more I find myself drawn toward ads on a given platform. Advertising on LinkedIn is something I find exciting and productive in equal measure. Instagram is a near second and Meta is lowest on the list. Pinterest and TikTok land somewhere in the ether between the two Zuckerburg-owned platforms.
Use cases
Gobi Heat | Evergreen campaign
ExtensisHR | SVB Collapse Conquesting campaign
ExtensisHR | B2B (HR PEO & HRO) | LinkedIn - SVB Collapse Conquesting campaign | 2023
LinkedIn Audience Builds
ExtensisHR SVB Collapse Conquest campaign - Creative
Ad creative (Mallory Johnson)
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