The challenge was to help grow the brand through paid media advertising. Initially, this was to start with Google Search/Shopping and then move into Social Ads on Facebook and Instagram. The challenge was there was no existing online marketing strategy as the owner had been very focused on building sales offline. There was very little budget for ads or any type of creatives, no marketing team in place, and a low converting website.

My initial role was to drive customer acquisition with paid ads mainly on Google and Facebook. I was also involved in creating a full digital marketing strategy incorporating, email marketing, content marketing, influencer outreach, and conversion rate optimization. I also helped set up and optimize the Amazon product page and PPC campaigns which resulted in a 100% jump in sales in 3 months. With regard to process, I always start with a deep analysis of the ideal customer avatar and then map out each stage of the customer journey which begins with someone not knowing the brand to becoming a raving fan. Within each stage, we then develop a strategy based on the brand's current resources and goals and identify what are the main tasks that need to be done to implement as quickly as possible. From there it is a matter of getting the work done and then analyzing the data and making optimizations based on this. As the business grows then the strategy is revised but the framework is pretty much the same.