I was the head of performance marketing for Bloomberg Media. I led all of our advertising, from determining our budget, electing creative and overseeing external and internal execution. During my time at Bloomberg we grew yearly revenue from $4M to $100M in 3 years.

I was brought in to advice Smarter Options on website structure and set-up all Google Ads

Goodfair is an online recycled clothing retailer focused on reversing the negative effects of consumerism. Unlike ThredUp or a normal thrift store, customers purchase "product categories or bundles" and are sent an eclectic mix of items adding a mystery element to the experience.

Challenges:

• Often sold out of in-demand product categories, making it hard to scale top-performing ads
• Didn't have a consistent stream of new content
• Always had an abundance of low-converting product categories that they wanted to push

Strategies:

• Immediately created evergreen ad content that converted well and was scalable since it wasn't tied to a specific product
• Worked with the client on an influencer outreach plan to build up their asset library—used this content to create eye-catching videos that focused on the styling of the products, while also highlighting Goodfair's mission
• Pitched the client on product-specific influencer outreach initiatives to get more creative (and hopefully higher converting) content featuring the products that were a tougher sell

In the beginning of our project the only challenge was the testing to see what worked for her accounts and the platforms we would be using. We use Pinterest, Instagram, Facebook, and TikTok. Throughout this trial and error process I was able to determine a good mix of what worked and what didn't. Once we were consistent for three months, we saw massive success.