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ExtensisHR
B2B | PEO & HRO | annual rev: $58m
ExtensisHR
B2B | PEO & HRO | annual rev: $58m
Exit Silicon Valley bank, enter ExtensisHR
paid search (google & bing), organic & paid social (LinkedIn), salesforce & pardot
In the wake of the 2023 Silicon Valley Bank collapse, ExtensisHR seized the moment to position itself as a stable, reliable payroll and HR provider for startups caught in financial limbo. I was the senior lead for ExtensisHR’s rapid-response campaign targeting startups and venture-backed companies seeking new HR and payroll solutions. Just as well, I introduced a competitor campaign targeting several specific competitors that, according to our social listening tools, were leaving clients high and dry in the immediate aftermath.
Ad creative (Mallory Johnson)
As always, the question of "what" is defined by and after the "why," "who," and "where." The audience build-out included above went on to become the standard for campaigns focused on leadership and relevant decision-makers. Good marketing strategy inevitably asks the question: "what is the most efficient way for us to reach this given audience?" I have found answering that question to be one of my favorite aspects of my day-to-day life.
Tactics, channels, and algorithms change regularly; but that one question will always be the basis of our best work.
Organic Search: Before & After
Organic Search: Before & After
feat. MainStreet Family Care, KidsStreet Urgent Care, & PBBS Boiler Equipment Co.
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.
For a sample involving paid search, see below.
MainStreet Family Care & KidsStreet Urgent Care averages
PBBS Boiler Equipment Co.
Animation (Ethan Smith)
Regions Bank
B2C & B2B | finance | annual rev: $9,373m
Regions Bank
B2C & B2B | finance | annual rev: $9,373m
Green Means GO!
As part of Regions Bank’s major internal rebrand, I played a key role in shaping the Green Means GO! campaign — an initiative designed to rally the workforce around a bold transition in culture, values, and technology. I contributed to both the brand and creative strategy, helping define the campaign’s narrative and direction. I was actively involved in brand strategy and creative development through brainstorming sessions and collaborative revisions with the bank's leadership, ensuring the final output reflected the organization’s evolving identity.
The only unfortunate thing about this project is that - because it was (a) internal-facing and (b) with one of the largest banks in the country, I cannot legally include the concepting, creative, or details regarding the results. It makes sense, but it breaks my heart because the video creative we made was probably the most badass creative I've been party to.
In lieu of said badass video creative, here's a brief description that I've been told I am indeed allowed to share due to its obvious ambiguity:
Sports team ad + Gatorade commercial + Angry motivational speaker video + a dash of car commercial
MainStreet Family Care
B2C | healthcare | annual rev: $118.8m
MainStreet Family Care
B2C | healthcare | annual rev: $118.8m
Paid Search: Before & After
My first January vs my final January
Included here are, in order, the paid search numbers from my most recent role at MainStreet/KidsStreet and those from the year prior to my starting there. In summary:
MainStreet & KidsStreet
For context, MainStreet/KidsStreet grew 27% in size across my time there
Conversions grew by 82% against only 36% increased ad spend
Increasing, aggressive focus on high-priority keywords brought cost per conversion down by 35%
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) improve performance and (c) find 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. Whether the scale of the campaign is $5,000/mo or $500,000/mo, the end result is the same.
KidsStreet Urgent Care
B2C | healthcare | annual rev: $19.1m ($118.8m)
KidsStreet Urgent Care
B2C | healthcare | annual rev: $19.1m ($118.8m)
Sniffle Season Momfluencer Campaign
momfluencer /mämflo͝oənsər/ (noun)
organic & paid social (facebook, instagram, pinterest), streaming video
As the name implies, momfluencers are lifestyle influencers that focus on the family/motherhood niche. Three research-proven facts one must be aware of when marketing a pediatric urgent care brand are:
women make healthcare decisions for the family in 79% of U.S. households
the majority (80-86%) of single-parent households are headed by moms
single-parent households, specifically with parents < 34 years old, make up a significant portion of urgent care traffic when the patient is a child
KidsStreet Urgent Care (cont'd)
KidsStreet Urgent Care (cont'd)
Sports Physicals Campaign
paid search (google & bing), organic & paid social (LinkedIn), salesforce & pardot
Let's say you want to reach parents with children of a certain age group. Most marketers will immediately jump to using third-party data. However, it's 2025 and third-party cookies are dead. Even before third-party data (3pd) was banished into the shadow realm, it was notoriously unreliable.
Most don't know that user privacy laws have changed so that you can request your data from most any audience-building database you're included in. Over the last decade, I've had my direct reports, peers, and superiors try this countless times to demonstrate that, almost always, they're far from the mark. Many professional estimates put accurate matching rates at ~40%, and even that is generous in my opinion.
Example: Oracle has been convinced for a decade now that I am a middle-aged woman with 3+ children, and in the market for both a car and a gaming computer.
To clarify, none of those descriptions have applied to me once in that time.
In the case of MainStreet/KidsStreet, reaching parents was essential. While we used audience lists across my tenure there, our most direct, reliable method for reaching parents sprouted from an idea I had early on: reach them at the schools. This approach guaranteed that the intended audience was a parent or parent-adjacent.
Ask yourself - if your livelihood depended on reaching parents of middle schoolers, which option would you trust more? Facebook's "Parents (children 11-14)"? Or the adults that middle schoolers inevitably go home to at the end of the school day?
That said, it's 2025. Getting into schools isn't easy, which - to be fair - is for the best. That means your best bet getting in is following the same recipe that successful entrepreneurs, negotiators, and politicians have used since the stone age: appeal to their self-interest. Propose something mutually beneficial.
Audience segmenting (Al Yousefi)
Ad creative (Dana McKeen)
Anyone with kids that play sports knows the burden of getting their annual sports physical handled. Not only getting it, but then ensuring that (a) the provider is properly certified for a sports physical, as opposed to a traditional annual physical, (b) they receive copies of all relevant paperwork, and (c) said paperwork is delivered to the appropriate parties. That last item is a pain point for many coaches as well (see where I'm going?).
It just so happens that all MainStreet/KidsStreet clinics are licensed for such a service. Just as well, the most receptive audiences for an urgent care's services - whether they're urgent care or primary care services - are lower-income families. Said families are often uninsured, putting a sports physical in the $100+ range. Because insurance companies are the worst (fact), there are little to no services that partner service providers are allowed to discount. Push any thought of promotions, coupons, or discounts from your mind completely.
However, there is an exception, and that exception is... Sports physicals. :)
In my time at the company, we went from being formal partners of < 10 schools to 50+ schools. This did not happen by mistake, but instead by pure strategy. It was a low-risk attempt at a marketing channel that practically guaranteed one of the hardest-to-reach audiences, and at minimal cost. In the long-run, this foot in the door ended up being the saving grace of almost half of our KidsStreet Urgent Care clinics.
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