Good marketing gets attention. Great marketing strategy turns that attention into lasting engagement, trust, and revenue.
My work focuses on diagnosing marketing challenges and building the systems behind sustainable growth. Below are selected case studies showing how I have applied strategy across membership organizations, digital media, commerce, audience campaigns, and crisis-response marketing.
Key Strategy Impact
- Built the first comprehensive marketing strategy for an international energy association, increasing revenue 18%
- Helped support a $1M+ annual mapicle revenue engine across 12 media outlets
- Contributed to 200+ interactive maps generating 250,000+ merchant interactions
- Supported audience campaigns generating 100,000 nominations and 140,000 votes
- Built crisis-response marketing systems used by 1,500+ restaurants
Case Study 1: Strategic Turnaround for an International Membership Organization
Association of International Energy Negotiators (AIEN)
Situation
AIEN was facing declining membership, weaker event attendance, and falling revenue after an industry downturn. The organization also lacked a formal marketing strategy, email marketing program, social presence, and analytics infrastructure.
Strategy
I developed AIEN’s first comprehensive marketing strategy with a focus on retention, membership value communication, event promotion, lifecycle marketing, and digital infrastructure.
Execution
- launched the first email marketing program
- built new-member drip campaigns
- implemented Google Analytics
- established social channels
- created dashboards, playbooks, and reporting for leadership and the Board
Results
- 18% increase in revenue
- stronger retention and renewal performance
- improved new-member acquisition
- stronger participation across 90+ annual events
Case Study 2: Search Visibility Strategy for Local Business Discovery
Hearst Media
Situation
Hearst’s Best Of maps and mapicles needed to rank for high-intent searches while maintaining editorial trust and supporting a revenue-generating local business product.
Strategy
I supported a search-driven content model built around high-intent “best of” queries, updated listings with contest winners, and maintained neutral business descriptions that preserve reader trust.
Execution
- contributed to a 200+ interactive map ecosystem
- supported keyword planning, criteria development, FAQ strategy, and mapicle maintenance
- promoted maps across Hearst properties
- monitored rankings, CPC, traffic, and merchant interactions
Results
- supports a $1M+ annual revenue engine
- contributes to 250,000+ merchant interactions
- content ecosystem spans 12 media outlets reaching 435M+ people
- strong page-one Google visibility for high-intent local searches
Case Study 3: Commerce Revenue Strategy Through Affiliate Marketing
Hearst Media
Situation
Hearst needed to turn editorial traffic into commerce revenue without losing audience trust.
Strategy
I built a commerce curation process that prioritized audience relevance, seasonality, brand trust, and purchase likelihood over commission rate alone.
Execution
- evaluated 30 to 40 deals per campaign
- selected the strongest offers for newsletters and site placements
- embedded affiliate links through Skimlinks
- aligned promotions with major seasonal shopping moments
Results
- conversion rate increased 50%
- CTR tripled
- pageviews doubled
- time on page quadrupled
Case Study 4: Multi-Market Audience Engagement Campaigns
Hearst Media
Situation
Readers’ Choice and Best Of contests needed to drive large-scale participation while staying organized across multiple city markets.
Strategy
I managed the full contest lifecycle across markets, from nomination and voting infrastructure to results publishing and campaign support.
Execution
- launched nomination and voting pages
- built results pages
- created redirects and organized results data
- coordinated campaign materials across markets
Results
- supported 15+ contest campaigns across 15+ markets
- Best of Bay Area alone generated 100,000 nominations and 140,000 votes
- strengthened community participation and business visibility
Case Study 5: Crisis Marketing Strategy for 1,500 Restaurants
Creative Circle / Sysco
Situation
Restaurants needed to quickly adapt to contactless ordering, curbside pickup, and new customer communication during a major industry disruption.
Strategy
I built customized marketing toolkits that helped restaurants communicate their updated operations clearly and quickly.
Execution
- produced 50 to 75 kits per week independently
- created QR code menus, signage, flyers, and social assets
- translated messy restaurant inputs into usable customer-facing materials
- managed requests through a ticket-based workflow
Results
- supported 1,500+ restaurants
- helped businesses maintain visibility and continue receiving orders during disruption
What this fixes
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