Christian Marketing
Marketing strategy, digital marketing, analytics
Project Description
As the former Director of Marketing for this organization, my role comprised of handling multiple areas of marketing (e.g., social media, SEO, paid acquisition, donation growth) while leading the marketing team to consistent improvements of our digital presence and boost quality donors and quantity of donations.
Project Details
Organization: Explore God
Date: 2020-2021
Skills: Marketing, Creative, Digital Strategy
A Small Sample of My Work
Understanding Wins and Opportunities
I created various audits and strategic recommendations to help the organization improve their overall digital health.
In addition, I partnered with internal teams and vendors to actually execute the strategy I built.
Adding attribution to analytics
The organization did not have a full attribution model implemented in their marketing campaigns, which made marketing performance analysis somewhat tricky.
To provide a better campaign experience, I implemented a multi-touch attribution model using Google’s built-in functionality. In addition, I built this UTM tracker spreadsheet for the marketing team to be able to use and track performance accordingly.
The sheet includes how to use the sheet, best practices, analytics impact, and built-in for quick copy-and-paste.
Data Analysis
Outside of using Domo, which the organization was hoping to step away from, there was limited data tracking across all metrics in the organization.
To keep costs at a minimum, I built a robust dashboard reporting using Google/Looker Data Studio, along with our key acquisition phases to help us measure our monthly and quarterly performance as well as next steps.
Other Marketing Initiatives
I’ve also led the strategy and execution of other marketing initiatives, including, but not limited to:
- 9Email Marketing Template Designs
- 9Pardot Landing Page Designs
- 9Landing Page / CRO
- 9Google Ad Management
- 9Pardot Nurture Stream Revisions
