Performance Marketing. Yay! Boo!

Brands I work with have very mixed feeling about this subject. Me too. What I’ve come to discover is that it works wonders when in service of a big creative idea…

Bridging Brand Awareness and Performance Marketing

The tension between brand awareness and performance marketing is often exaggerated. In reality, they can complement each other seamlessly. I utilize “Brandformance”, for lack of a better word, a hybrid approach that integrates brand identity with measurable outcomes, creates impactful conversions while preserving a brand's essence. Seeking tangible results through flexibility and experimentation ensures success without compromising on creative strategy.

Pioneering Performance

Performance marketing is not just about driving results; it’s about pushing boundaries. By integrating cutting-edge tools, data-driven strategies, and a focus on optimization, I help brands build their voice, look, feel, humor, and emotional intelligence. This approach fosters creativity while delivering strategic, measurable outcomes. (This can mean the work is anticipatory and personalized)

Strategy-First Performance

ROI and LOLs can live together. I establish KPIs early to ensure campaigns are both realistic and innovative. Leveraging tools like Adobe Analytics, Google Analytics, Sprout, BuzzSumo, SEMrush, and Tableau, to monitor real-time creative asset performance, providing a 360-degree map of the customer journey. This enables data-driven decision-making and strategic pivots when necessary.

Operational Precision

Building platforms that can handle the day to day crazy. I’ve built frameworks like the Content Lab and Makers Studio at Spark, ensuring rapid content creation that is both high-quality and data-aligned. Using tools like Asana, Trello, and Slack, I streamline workflows and foster collaboration across teams, ensuring campaigns are optimized in real-time. Competitive analysis with tools like Hootsuite and SimilarWeb keeps campaigns responsive and strategic.

Dynamic and Trend-Responsive Campaigns

Leveraging tools like Google Trends and Mention helps keep campaigns relevant. For Samsung, real-time trend monitoring allowed us to adjust strategies dynamically, creating one of their most engaging and successful social campaigns to date.

AI-Driven Optimization

AI-powered tools enable dynamic audience segmentation, predictive analytics, and real-time content optimization. During the American Express global campaign, AI tools helped us predict audience responses and adjust creative strategies, driving higher engagement and conversions.

SEO & Social Bookmarking

SEO optimization goes beyond keyword placement; it’s about integrating SEO into content strategy for maximum visibility. Social bookmarking and follow buttons enhance organic inbound traffic, boosting campaign visibility and engagement.

Building High-Performing Teams

Performance marketing thrives when it’s seamlessly integrated into the creative process. I build teams that are fast, efficient, and creative, incorporating content from creators and influencers to amplify impact. Tools like Figma enable real-time collaboration between data and design, allowing us to iterate quickly and maintain agility.

Operational Efficiency

Less Work, More Creativity. Precision in workflows reduces workload while making room for creativity. Small ideas can grow into major campaigns, proving that every detail matters. As my favorite quote says: “How you do anything is how you do everything.”