• Secured 191% revenue increase in Seventh Generation’s 2017 YouTube investment by highlighting positive brand lift results using custom advanced targeting
  • Captured incremental revenue of $4M in 2018 by leading testing initiatives across key Dove brands including CSAM (cross screen audience measurement), VAS 2.0 (Video Ad Sequencing) and custom brand lift questions
  • Secured $500,000 incremental in 1H of 2018 and $600K in the 2H to test targeting and brand awareness across Hispanic and African American women audiences


0.77
CPM

Tiara C.

Mayple Vetted

expert

The Challenge

Paid digital brand media lead managing $21M annually across YouTube and Google Search for 14 of Unilever’s core beauty brands. Doubled as the Unilever US Multicultural Lead, setting the go-to-market multicultural strategy across all Unilever US brands highlighting revenue and audience growth opportunities as well as positive brand impact through creative execution, advanced & relevant targeting and industry trend insights.


The Process

  • Translated brand strategy, campaign management and post campaign analysis to reach relevant users across YouTube and Google platforms and managed all digital & creative agency relationships while establishing a strong foundation with senior brand marketing managers
  • Identified optimization and up-sell opportunities to increase Unilever’s goal of mass-brand awareness and marketing efficiency


The Solution

  • Secured 191% revenue increase in Seventh Generation’s 2017 YouTube investment by highlighting positive brand lift results using custom advanced targeting
  • Captured incremental revenue of $4M in 2018 by leading testing initiatives across key Dove brands including CSAM (cross screen audience measurement), VAS 2.0 (Video Ad Sequencing) and custom brand lift questions
  • Secured $500,000 incremental in 1H of 2018 and $600K in the 2H to test targeting and brand awareness across Hispanic and African American women audiences


Skills Used

Paid Ads,Google Shopping,Paid Ads,Branding,Content Marketing,Web Development,Marketing Strategy,Branding,Paid Ads,Web Development,CRO

Industry

Beauty

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