• Planned and executed multi-channel holiday campaign driving 150MM+ reach with dynamic ads and PR stories, resulting in 220% increase in kit sales and 350% increase in revenue YoY 
  • Launched & scaled affiliate channel to contribute over 20% of the company’s total revenue 
  • Successfully redesigned websites and marketing strategy to shift from a B2C DNA testing to B2B COVID-19 sales; email campaign had ROI >100, driving the majority of leads and sales for business 
  • Managed asset creation and web design until I was able to hire and manage marketing team members to assist with creative and technical projects

The Challenge

As the Director of Integrated Marketing, I oversaw the marketing team and all facets of digital marketing, including website creation, SEO, CRM, and paid media.


Challenges:

  • With holidays approaching, urgency to develop a new and effective campaign strategy for direct to consumer wellness DNA testing business
  • Need to diversify channel mix and determine which channels to launch to increase digital presence
  • When business shifted focus from B2C DNA testing to B2B COVID-19 testing, urgency to redesign website and marketing strategy to align with new branding and goals
  • Lack of marketing resources provided very limited design and technical capabilities

The Process


The Solution

  • Planned and executed multi-channel holiday campaign driving 150MM+ reach with dynamic ads and PR stories, resulting in 220% increase in kit sales and 350% increase in revenue YoY 
  • Launched & scaled affiliate channel to contribute over 20% of the company’s total revenue 
  • Successfully redesigned websites and marketing strategy to shift from a B2C DNA testing to B2B COVID-19 sales; email campaign had ROI >100, driving the majority of leads and sales for business 
  • Managed asset creation and web design until I was able to hire and manage marketing team members to assist with creative and technical projects
Skills Used

Marketing Strategy,Paid Ads,Paid Ads,Google Shopping,Email Marketing,CRO,Paid Ads,Paid Ads,Branding,Marketing Strategy,SMS Marketing,Web Development,SEO,Paid Ads,Marketing Strategy,Web Development,Social Media Management,Other,Paid Ads,Web Development,Copywriting,Branding,Web Development

Industry

Health & Wellness

Results by the numbers

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