Case Studies

Marketing Portfolio

Tracking infrastructure, performance reporting, campaign strategy, and paid social management across $5MM+ in annual media spend.

Built and optimized marketing performance infrastructure across paid social, tracking & analytics, and campaign strategy — managing client portfolios spanning $5MM+ in annual media spend across six verticals. Specialized in bridging the gap between data and execution: designing the tracking systems and reporting frameworks that enabled smarter decisions, while building the campaign strategies and creative testing processes that drove measurable outcomes.

Tracking & Analytics
Built HIPAA-compliant tracking architectures, GA4 migrations, server-side CDP implementations, data layer schemas, and offline conversion attribution pipelines that restored signal integrity and improved platform optimization.
Performance Reporting
Designed multi-source dashboards, QBR and executive reporting frameworks, and automated reporting systems that gave clients and internal teams real-time visibility into what was driving revenue.
Campaign Strategy
Developed cross-channel testing frameworks, led phased platform beta rollouts, and built platform partnerships that translated operational insights into product improvements and early client access to new capabilities.
Paid Social
Managed full-funnel audience and budget strategy across Meta, TikTok, Snapchat, Pinterest, and Reddit — restructuring accounts, systematizing creative testing, and scaling performance across $5MM+ in annual spend.
Clients I've Worked With
Client Verticals
Automotive B2B Construction Ecommerce Education Healthcare Retail
Platforms & Tools
Conversion API Curve Customer Data Platform FreshPaint Google Ads Google Analytics (GA4) Google Tag Manager (GTM) HubSpot Kenshoo (Skai) LinkedIn Meta Ads Ours Privacy Pinterest Ads Reddit Ads Salesforce Snapchat Ads Supermetrics TikTok Ads
01
Tracking & Analytics
Privacy-First
Tracking at Scale
MethodologyHybrid
Duration6 Months
VerticalHealthcare
Tools
CDPConversion APIGA4GTMMeta Pixel
Tracking & Analytics
HIPAA-Compliant Tracking Infrastructure
The Challenge

A healthcare client required a complete tracking rebuild that balanced full campaign measurement with HIPAA privacy requirements — without compromising data collection, attribution integrity, or legal compliance across any of their ad platforms.

Approach
1Audited existing tracking implementation to identify compliance gaps, PII exposure risks, and measurement blind spots across all active ad platforms and the website data layer.
2Evaluated and selected a HIPAA-compliant CDP to replace direct pixel implementation — routing all events server-side through the CDP to remove PII from browser-side tracking.
3Rebuilt GA4 and advertising pixel configuration through GTM server-side, and implemented Conversion API to restore signal strength lost from browser-side restrictions and cookie limitations.
Results
  • Full campaign measurement restored within HIPAA compliance — no PII exposed in any browser-side tracking
  • CDP implemented for compliant first-party data capture and audience activation
  • Cross-platform attribution maintained through server-side event dispatching
  • Scalable infrastructure established for future tracking additions without compliance risk
160+ Tags.
One Clean Architecture.
MethodologyWaterfall
Duration3 Months
VerticalEcommerce · Retail
Tools
GA4Google Tag Manager
Tracking & Analytics
GA4 Migration & GTM Container Rebuild
The Challenge

Legacy GA4 implementations and bloated GTM containers were causing tracking inaccuracies, slow page load times, and an inability to confidently implement new conversion tracking — degrading measurement reliability and limiting the team's ability to optimize campaigns effectively.

Approach
1Audited 160+ existing GTM tags — cross-referencing active vs. inactive, identifying broken triggers and misfiring events, and mapping each tag to its current business need to determine what to keep, fix, or remove.
2Rebuilt the GTM container architecture from the ground up with a clean, organized structure — removing redundant tags, correcting trigger logic, and standardizing naming conventions for long-term maintainability.
3Migrated GA4 configuration into the rebuilt container, validated data layer integrity end-to-end, and documented the new architecture to simplify future implementation and troubleshooting.
Results
  • Improved website load time through elimination of redundant and conflicting tags
  • Cleaner attribution — accurate event firing restored full confidence in campaign measurement
  • Future conversion implementations faster and simpler with a well-organized, documented container
  • Ongoing troubleshooting simplified — issues surfaced and resolved faster with clean architecture
Closing the Signal Gap
MethodologyHybrid
DurationVaries by Client
VerticalsAutomotive · Education · Construction · Ecommerce
Tools
CRM PlatformGoogle AdsMeta Ads
Tracking & Analytics
Offline Conversion Attribution Pipeline
The Challenge

For clients where conversions happened offline — through phone calls, in-person visits, or sales team follow-ups — ad platforms had no visibility into which campaigns were actually driving revenue, making budget allocation and performance optimization rely on incomplete signals.

Approach
1Mapped the full conversion journey from digital ad click to offline conversion event to identify where CRM data could be captured and structured for platform ingestion.
2Built a CRM integration pipeline to pull completed offline conversion records and dispatch them to Google and Meta's offline conversion import APIs on a recurring schedule.
3Matched offline conversion events back to original ad interactions using click IDs, enabling platforms to optimize bidding toward the leads most likely to convert — not just submit a form.
Results
  • Ad platform optimization toward actual revenue events enabled for the first time — not just form fills
  • Budget allocation improved through visibility into which campaigns drove offline conversions
  • Compliant signal pathway established for clients where privacy restrictions otherwise limited measurement
  • Successfully implemented for 2 clients across high-consideration purchase verticals
2×desired conversion volume achieved
MethodologyWaterfall
Duration4 Months
VerticalEcommerce
Tools
GA4GTMMeta PixelShopify
Tracking & Analytics
Data Layer Architecture & Implementation
The Challenge

Ecommerce clients lacked the granular data layer events needed to capture full purchase journey behavior — limiting the optimization signals available to ad platforms and preventing compliant use of first-party behavioral data for audience targeting and personalization.

Approach
1Audited existing data layer implementation to identify missing events, inconsistent variable naming, and gaps between platform expectations and the data actually being pushed from the site.
2Designed and implemented a comprehensive data layer schema covering product impressions, add-to-cart events, checkout steps, and purchase completions — standardized across GA4 and all major ad platforms.
3Validated data layer integrity through end-to-end QA, confirmed event parity across all platforms, and documented the full schema for future development use — enabling compliant first-party audience segmentation.
Results
  • 2× desired conversion volume achieved through improved signal quality and platform optimization
  • 20% increase in channel budget allocation driven by data-backed performance confidence
  • Significant CPA decrease from better-optimized bidding signals across platforms
  • First-party behavioral data captured in a compliant way for audience segmentation
02
Performance Reporting
Revenue Visibility Across Every Channel
VerticalsB2B · Ecommerce
Tools
GA4HubSpotPlatform APIsSupermetrics
Performance Reporting
Multi-Source Performance Dashboard
The Challenge

Client reporting was siloed by channel — each platform had its own view with no way to connect email engagement, website behavior, and paid media performance into a single, actionable picture of what was actually driving revenue across the full customer journey.

Approach
1Identified the key data sources — platform native data via Supermetrics, GA4 website behavior, and HubSpot email engagement — then designed a data join strategy using custom keys to connect disparate sources without requiring direct database access.
2Built multi-tab dashboard views surfacing keyword performance, audience segments, ad creative performance, and WoW/QoQ trend comparisons in a unified view accessible to both internal teams and clients.
3Structured client-facing and internal-team views separately — ensuring each stakeholder saw the right level of detail without information overload, while keeping the underlying data source consistent.
Results
  • Visibility into which email categories were driving revenue — enabling focus on best performers and replication of winning strategies
  • Underperforming email categories identified and deprioritized, concentrating spend on highest-impact touchpoints
  • Cross-channel attribution connected email engagement to downstream purchase behavior for the first time
  • Actionable optimizations surfaced across all channels from a single unified performance view
$100K+in incremental budget secured from a single QBR presentation
VerticalsMultiple
Tools
Google SlidesPlatform AnalyticsSupermetrics
Performance Reporting
QBR & Executive Reporting
The Challenge

Clients needed more than performance summaries — they needed a narrative that tied channel investment directly to business outcomes and gave leadership the confidence to expand budget, approve new strategies, and make long-term commitments based on data.

Approach
1Audited campaign performance to identify the strongest proof points, then built a QBR narrative structure that tied data directly to client business objectives — rather than platform metrics in isolation.
2Designed executive-friendly slide layouts telling a clear performance story — including quarter-over-quarter comparisons, goal attainment visualization, and forward-looking strategy recommendations with projected impact.
3Prepared presenting team members with talk tracks and anticipated Q&A responses to ensure confident, consistent delivery to client leadership — maximizing the impact of the strategy recommendations.
Results
  • Strategy adopted by client leadership — recommendations moved from proposal to approved roadmap
  • $100K+ in incremental budget secured from a single QBR presentation
  • Additional budget unlocked across multiple clients where QBR framework was applied
  • Consistent QBR framework replicated across portfolio, elevating reporting quality and executive confidence
Always-On Reporting,
Always-Informed Teams
VerticalsMultiple
Tools
Google SheetsPlatform APIsSupermetrics
Performance Reporting
Automated Reporting System
The Challenge

Channel teams were spending hours each week manually pulling platform data, assembling performance snapshots, and formatting reports — leaving less time for the analysis, optimization, and client strategy work that actually moved the needle.

Approach
1Mapped each client's recurring reporting cadence and identified which reports could be fully automated vs. which required human interpretation, annotation, or strategic context to be useful.
2Built automated data pipelines using Supermetrics and platform API integrations to pull performance data directly into structured reporting templates — refreshing daily, weekly, or monthly depending on report type.
3Structured automated outputs to feed directly into QBR preparation and executive reporting workflows — enabling teams to start from analysis rather than data assembly at every reporting cycle.
Results
  • Recurring reports automated across daily, weekly, and monthly cadences — teams reclaimed significant time previously spent on manual data pulls
  • Channel leads enabled to focus on proposing testing plans and new tracking implementations with freed capacity
  • Automated outputs integrated directly into QBR workflows — shortening prep time while improving consistency
  • Reporting infrastructure scaled across the client portfolio without proportional increase in team effort
03
Campaign Strategy
30%CPA reduction through cross-channel optimization
VerticalsEcommerce · Retail
Tools
Google AdsMeta AdsTikTok Ads
Campaign Strategy
Cross-Channel Strategy Framework
The Challenge

Paid social and paid search operated as independent silos — each with separate creative assets, audience targeting, and optimization logic — preventing teams from leveraging shared learnings that could accelerate performance across both channels simultaneously.

Approach
1Established a bilateral testing protocol: audiences and assets performing on paid social were systematically tested on paid search, and search intent data was used to identify high-value audiences to target on social.
2Built a shared creative asset repository accessible to both channel teams, ensuring consistent messaging and enabling rapid cross-channel deployment without duplicating creative production effort.
3Implemented a flexible cross-channel budget allocation model allowing spend to flow toward whichever channel was delivering the strongest KPI performance in real time.
Results
  • 20% increase in customer acquisition driven by cross-channel audience and asset synergy
  • 30% reduction in CPA through shared learnings and optimized budget allocation
  • Consistent creative assets improved brand cohesion across all paid touchpoints
  • Flexible budget model enabled faster response to performance trends across channels
30%CPA decrease across adopting accounts
VerticalsEcommerce · Retail · DTC
Tools
Meta Ads Manager
Campaign Strategy
Meta CBO Advantage+ Phased Rollout
The Challenge

Meta's CBO Advantage+ framework showed inconsistent early results across the client portfolio — requiring a structured, phased approach to determine where it would drive gains, where it posed risk, and how to implement it safely at scale without exposing high-budget clients to unvetted exposure.

Approach
1Tested CBO Advantage+ during its initial beta rollout — documented underperformance findings and flagged accounts for re-evaluation once Meta made platform improvements to address early limitations.
2Retested post-improvement and developed a phased rollout framework: starting with smaller-budget clients to refine the approach, then scaling to larger accounts using a split structure pairing best-performing campaigns with a dedicated testing campaign.
3Built client-specific rollout plans accounting for account history, audience maturity, and risk tolerance before transitioning — protecting clients most sensitive to performance fluctuations during the switch.
Results
  • 50% of client portfolio successfully adopted CBO Advantage+ with positive performance outcomes
  • 30% decrease in CPA across adopting accounts
  • Phased approach protected larger-budget clients from unvetted exposure during rollout
  • Methodology documented and shared across the team as a repeatable framework for future beta evaluations
Turning Platform Access Into Client Advantage
VerticalsMultiple
Tools
Kenshoo (Skai)Meta Ads
Campaign Strategy
Platform Partnership & Beta Program
The Challenge

As a heavy user of social buying platforms, there was an opportunity to move beyond standard feature access and contribute to platform development — translating daily operational experience into feedback that could improve the tools the entire team relied on and unlock early access for clients.

Approach
1Established a stakeholder relationship with Kenshoo Social as a product feedback contributor — providing structured input on workflow friction points, feature gaps, and optimization limitations encountered in day-to-day campaign management.
2Advocated for specific feature changes and workflow improvements tied to real operational use cases — building the case for changes that would reduce friction and increase platform utility for users across the board.
3Leveraged platform relationships to secure beta access for clients before general availability — including Meta CBO Advantage+ — enabling early performance testing advantages ahead of the broader market.
Results
  • Recommendations adopted into Kenshoo's product roadmap — improvements benefited all platform users
  • Internal team platform adoption increased and user friction decreased following feature updates
  • Clients gained early beta access — enabling performance advantages before features were broadly available
  • Partnership model established as a replicable approach for future tool relationships
04
Paid Social
25%improvement in paid social ROI
VerticalEcommerce
Tools
Meta Ads Manager
Paid Social
Meta Account Restructure & Creative Testing
The Challenge

Existing Meta account structures were organized by legacy logic rather than performance data — creating inefficient optimization signals and no systematic framework for testing creative variables or translating creative insights into ongoing performance improvements.

Approach
1Audited campaign and ad set structure across the account — reorganized based on audience behavior, funnel stage, and budget efficiency principles to generate cleaner optimization signals for the algorithm.
2Built a structured creative testing framework segmenting tests by format (video vs. static vs. interactive), messaging angle (emotional, informative, testimonial), and audience type — with clear success criteria and a defined analysis cadence for each test.
3Systematically applied winning creative insights across all active campaigns, creating a continuous feedback loop that compounded performance improvement over each testing cycle.
Results
  • 25% improvement in paid social ROI through combined account restructuring and creative optimization
  • Winning creative variables identified across format, messaging, and audience — applied at scale
  • Structured creative testing framework adopted as a standing process for ongoing performance improvement
  • Cleaner account structure improved algorithm optimization signals across all campaigns
Full-Funnel Efficiency
at $5MM+ Scale
VerticalsEcommerce · DTC · Retail
Tools
Meta AdsTikTok AdsSnapchat AdsPinterest AdsReddit Ads
Paid Social
Full Funnel Audience & Budget Strategy
The Challenge

Budget allocation across the paid social portfolio was reactive and channel-centric rather than strategically distributed across the full customer funnel — limiting reach, increasing acquisition costs, and leaving retention and re-engagement opportunities unexplored across a $5MM+ spend portfolio.

Approach
1Mapped the full customer funnel and built audience strategies for each stage: broad prospecting for top-of-funnel, interest and lookalike targeting for mid-funnel, retargeting for lower-funnel, and loyalty audiences for existing customers.
2Reallocated budgets across the five-platform channel mix based on funnel stage performance and audience saturation — Meta taking the largest allocation, followed by TikTok, Snapchat, Pinterest, and Reddit according to audience behavior data.
3Built a cross-platform audience governance framework to minimize overlap and ensure each platform served a distinct role in the funnel — reducing competition between platforms and improving incremental reach.
Results
  • Customer acquisition increased through broader, more structured full-funnel audience coverage
  • CPA reduced through more efficient budget distribution across funnel stages
  • $5MM+ in annual media spend optimized across five platforms with clearly defined channel roles
  • Audience overlap minimized — incremental reach improved across the full channel portfolio