Performance Marketing and Beyond

Bridging Brand Awareness and Performance Marketing

Brandformance: Where Awareness Meets Results
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

Redefining Performance with Innovation and Data
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.

Strategy-First Performance

KPIs and Creative Expression
A results-oriented mindset doesn't have to stifle creativity. I establish KPIs early to ensure campaigns are both realistic and innovative. Leveraging tools like Adobe Analytics, Google Analytics, Sprout, BuzzSumo, SEMrush, and Tableau, I monitor real-time creative asset performance, providing a 360-degree view of the customer journey. This enables data-driven decision-making and strategic pivots when necessary.

Operational Precision

Building Frameworks for Success
Operational excellence is a cornerstone of my work. 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

Staying Ahead with Real-Time Insights
Leveraging tools like Google Trends and Mention helps keep campaigns culturally 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

Precision with AI Tools
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

Amplifying Visibility
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

Collaboration for Creativity
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 for Creative Freedom

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.”