Paid media strategy, campaign operations, and marketing automation.

Challenge: A leadership transition left the team gutted - from five people down to two - just as the account was sliding (leads falling, cost per lead climbing) and corporate moved a large share of locations to a competing agency (participating clinics dropped from ~940 to ~680). Shianne Ybarra and I took on the turnaround together.

What I did

Challenge: A national wireless retail franchise ran paid media across a subset of participating store locations, with hundreds of non-participating locations acting as a natural control. The program needed to prove it was driving incremental in-store activations and upgrades, not just spending budget.

What I did

Challenge: A boutique fitness franchise had no paid media presence and needed to drive lead volume from scratch while scaling to new locations, in a category with notoriously high CPLs.

What I did

Challenge: A hair-care franchise was running a small paid program with room to grow. The opportunity was to lift per-location lead volume while scaling the program to many more studios and pushing cost per lead down. (The account was later wound down as the parent company restructured - outside the program's control.)

What I did

Challenge: A personal-care franchise ran a small, underinvested paid program. The opportunity was to lift per-location lead volume and scale the program to more studios without letting cost per lead climb. (The account was later wound down as the parent company restructured - outside the program's control.)

What I did

Challenge: Over the engagement, the brand's parent company progressively pulled studios out of the agency-managed program - the managed book shrank from ~240 studios to ~35, driven by the parent's restructuring rather than performance. The goal was to keep the remaining studios performing and improve lead quality as the managed footprint shrank.

What I did

Challenge: A national franchise's 400-campaign Bing account had a conversion tracking failure that broke tCPA optimization. Multiple prior escalation attempts had failed to resolve it. Budget pacing had collapsed to roughly 10% of target.

What I did

Challenge: Manual campaign builds and QA across a massive franchise network created bottlenecks, errors, and inconsistent deployment standards.

What I did

Challenge: Two national subscription brands (wine and craft beer) needed to grow online orders while improving unit economics. The Google Ads account was running on tCPA with broad match keywords, limited negative keyword coverage, and product feeds that lacked keyword-optimized descriptions.

What I did

Challenge: A Santa Barbara jeweler had built steady traffic through blogging but needed a structured SEO and content strategy to break through the plateau.

What I did

Challenge: A well-established dog boarding and daycare business had redesigned their site but had no analytics tracking and no SEO strategy in place. They needed more leads from search.

What I did

Challenge: After a site redesign, the business was receiving zero visits from search engines. The site's robots.txt was blocking all search engine crawlers, and the design wasn't mobile-responsive.

What I did

Challenge: Alternative Family Services (AFS), a foster-care and adoption nonprofit, needed to recruit resource (foster) parents through its website but had no conversion tracking and no real lead-capture funnel. Online was a negligible channel, with just 8 referrals in FY2017/18.

What I did

Performance Max incrementality across a national chiropractic network

A national chiropractic franchise tested Performance Max across a participating group of clinics versus a non-participating control. The analysis isolated PMax's incremental contribution by comparing test vs. control performance, checked for cannibalization by comparing Organic NDC growth across groups (similar rates ruled it out), and used YoY checks to confirm gains exceeded normal seasonality.

Sunday schedule restriction and account-wide budget density

A national chiropractic franchise's Google Ads account was running 24-hour Sunday schedules. The test restricted Sundays to an 8 AM-4 PM window. The follow-up analysis revealed something larger than the daypart finding itself: the Google Ads algorithm reallocated the saved Sunday budget into more efficient weekday inventory, lifting overall account performance.

Social activity correlates with measurable lift in Search performance

Performance data across channels for a national franchise account revealed a consistent pattern between Social campaign activity and Search efficiency. In windows where Social was active, Search produced both more new customer leads and lower CPLs - the kind of holistic signal single-channel reporting tends to hide.

I'm a senior performance marketing strategist based in Santa Barbara, CA. I work on paid media strategy, campaign operations, and marketing automation for franchise networks, national brands, and DTC e-commerce. Over a decade in the field; managing $1M+ in monthly ad spend since 2020.

Most of my work sits at the intersection of execution and analysis - running paid media programs, building the measurement and automation systems behind them, and digging into the data to understand what's actually working.

I also mentor junior team members and lead internal training on things like tCPA strategy, conversion tracking, Google Tag Manager, JavaScript for paid search, and budget forecasting.

Outside of paid media, I work on side projects involving systems, research, and writing. They keep me sharp on the parts of the job that aren't strictly platform mechanics.

Certifications

Education

Outside work