Advertising budget was doubled but pipeline from digital channels remained the same. Lack of reporting and clarity between channels driving performance

1. Popular products were often sold out and would take a while to get inventory back in stock.
2. Had no prior data from paid advertising 
3. Educating people about new car parts 

In 2020 I took on paid media, when I took over we were running traffic campaigns, we had not installed tracking on our menu site and couldn't run conversion campaigns. I first worked to set up proper tracking and pass that data to our facebook account. Next I built out a strategy and ran it past our CEO. In the next 3 months I took our roas from .5x to an average of 6x.

I have worked for Pei Wei since 2018 as a lead creative. Working on every creative touch point for the brand. Including email, website, billboards, campaigns, packaging, menus, in-store signage etc.. Being the sole creative for a mid sized company with 150 stores, I've always had to look for ways to increase efficiency and streamline our processes.

Convo was an interesting case because they have brand recognition in the market but their socials were quiet and under utilized.