Real-world marketing work, grounded in strategy and execution.
My work spans SEO, content, social, email, branding, and website projects across agencies and in-house teams. While some client work is confidential, the examples below highlight how I approach strategy, execution, and performance across the services I offer.
Digital Marketing Strategy
Multi-Channel Growth Strategy for Service-Based Clients
Agency environment | Account Manager
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B2B trade show design company operating in a seasonal, high-competition market.
Engagement: 2+ years
Channel: Google Ads (Paid Search)The Problem
Demand fluctuated based on trade show seasonality, requiring paid search to scale up or down without sacrificing lead quality. Budgets shifted monthly, making consistency and performance control a key challenge.
Strategic Approach
Built a flexible paid search strategy aligned to production capacity and sales goals. Budget pacing and campaign focus adjusted based on seasonality, with performance reviewed monthly to determine when optimizations or pivots were needed.
What I Owned
Primary client contact and performance lead
Translated business goals into paid search direction with a strategist
Ongoing monitoring, reporting, and optimization support
Communicated and executed strategic pivots as needed
Outcomes & Impact
Consistently met goal of 2+ sales-qualified leads per day
Maintained stable performance across fluctuating $5K–$8K monthly budgets
Established paid search as a reliable demand channel year-round
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B2B manufacturing company in a highly technical niche with low initial search visibility.
Engagement: 2+ years
Channels: SEO & Google Ads
Budget: ~$1,500/monthThe Problem
The website ranked for fewer than 50 keywords, limiting organic traffic and inbound leads. Paid search was constrained by a modest budget, requiring a more efficient long-term approach.
Strategic Approach
Focused on improving SEO fundamentals through product page optimization and consistent blog content, supported by tightly managed paid search. SEO and paid media were aligned to maximize impact within budget.
What I Owned
Client communication and strategy alignment
Oversight of SEO improvements and content execution
Paid search monitoring and optimization support
Performance reporting and keyword growth tracking
Outcomes & Impact
Grew keyword rankings from <50 to 200+ in under 6 months
Achieved consistent inbound leads through organic and paid channels
Reduced reliance on paid media alone for lead generation
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Large B2B organization with a complex internal structure, including multiple stakeholders across sales, legal, and executive teams.
Engagement: Long-term partnership
Focus Areas: CRM coordination, marketing automation, sales enablementThe Problem
Lead management and reporting were slowed by complex approval processes and inconsistent CRM usage across the sales team. Without standardized workflows, it was difficult to ensure leads were routed correctly, tracked consistently, and evaluated for quality.
Strategic Approach
The strategy focused on improving internal alignment rather than lead volume alone. Priority was placed on creating clear, repeatable systems for lead routing, automation, and reporting to support sales efficiency and visibility across teams.
Marketing and sales workflows were designed to meet internal compliance requirements while still enabling timely reporting and decision-making.
What I Owned
Coordinated lead automation through Salesforce and HubSpot
Ensured leads were routed to the correct sales representatives
Supported CRM standardization across the sales team
Worked directly with sales to validate lead quality and SQL definitions
Managed monthly reporting and stakeholder communication across teams
Outcomes & Impact
Improved lead routing accuracy and response time
Increased visibility into lead performance across sales and marketing
Established consistent CRM usage, enabling more reliable reporting and forecasting
Supported stronger alignment between marketing efforts and sales outcomes
Social Media Management
Social Media Management for Business Brands
Freelance & agency projects
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Large B2B organization with complex internal approvals and strict brand governance.
Platforms: LinkedIn
Collaboration: Worked alongside a designer on contentManagement Approach
Built a clear social media process centered on advance planning, defined approval stages, and realistic timelines. Coordinated edits across stakeholders while maintaining alignment between messaging, design, and brand standards.
What I Owned
Social media calendar planning
Stakeholder coordination and approvals
Designer collaboration and revisions
Scheduling, posting, and performance reporting
Outcomes
Consistent, on-time publishing
Reduced friction in approvals
Clear visibility into social performance
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Large B2B organization with a strong emphasis on brand voice, community presence, and internal milestones.
Platforms: LinkedIn
Collaboration: Worked closely with in-house designersManagement Approach
Acted as the bridge between brand, design, and execution. Interpreted internal updates and initiatives, translated them into clear messaging direction, and collaborated with designers to ensure tone, timing, and visuals aligned with the company’s voice.
Planned posts in advance while remaining flexible for timely announcements, ensuring consistency without sacrificing relevance.
What I Owned
Interpreting internal initiatives into social-ready messaging
Providing clear creative direction to designers
Managing timelines, edits, and approvals
Scheduling and publishing posts
Monitoring reception and reporting on performance
Outcomes
Consistent, on-brand social presence
Timely publication of announcements and milestones
Strong internal alignment and confidence in social output
Content Creation
Content Creation for Business Brands
Freelance & agency projects
Marthann Masterson
Industry: Fine Art / Creative (Local Houston Artist)
I created visual and digital content that showcased Marthann’s work and personal style, making it easy to share her art online while staying true to her creative voice.
ISEA
Industry: Safety Organization
I created content supporting public-facing initiatives and brand storytelling, balancing professionalism with approachability across digital channels.
Figure 8 Federal
Industry: Software / B2B
I produced polished, brand-forward content designed to support credibility and consistency across web and digital marketing touchpoints.
The Eye Gallery
Industry: Retail / Eyewear (Local Houston Store)
I captured content highlighting both product detail and in-store experience, optimized for digital platforms.
Paid Media
Paid Media for Business Brands
Freelance & agency projects
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B2B | Seasonal Demand | Google Ads
Engagement: Long-term
Budget Range: $5K–$8K/monthThe Challenge
Demand fluctuated based on seasonality and production capacity, requiring paid search to scale up or down while maintaining consistent lead quality.Approach
Supported a flexible paid search strategy aligned to business capacity. Partnered with a strategist to adjust budget pacing, keyword focus, and campaign structure as demand shifted. Performance was reviewed regularly to determine when optimizations or pivots were needed.Outcome
Consistently achieved 2+ sales-qualified leads per day
Maintained stable performance across changing monthly budgets
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B2B Manufacturing | Limited Budget | SEO + Paid Search
Engagement: Long-term
Budget: ~$1,500/monthThe Challenge
Low organic visibility and a limited paid media budget restricted inbound lead volume, requiring a highly efficient approach.Approach
Aligned paid search with SEO efforts to maximize impact. Used keyword performance data to inform both campaign targeting and on-site optimization, ensuring paid and organic efforts reinforced one another.Outcome
Expanded keyword visibility from fewer than 50 to 200+ in under 6 months
Generated consistent inbound leads without increasing ad spend
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Multi-Client Performance Management | Google Ads
Engagement: Ongoing across multiple accounts
The Challenge
Ensuring paid media performance stayed aligned with business goals across multiple clients, industries, and budget levels.Approach
Monitored campaigns regularly, supported ongoing optimizations, and communicated performance insights clearly to clients. Adjusted strategy as goals, capacity, or performance trends changed.Outcome
Improved lead quality and consistency across accounts
Strong client confidence through transparent reporting
Paid media positioned as a dependable growth channel
Copywriting
Copywriting for Business Brands
Freelance & agency projects
Terra Mar Imports
Content Type: Product-led blog copy
This piece was written to elevate a seasonal product by combining storytelling, product education, and appetite-driven language. The focus was on brand voice, clarity, and making the product feel distinctive and premium.
Flabs and Abbs
Content Type: Personal brand & lifestyle copy
This personal project showcases my ability to develop an authentic brand voice, write engaging long-form content, and connect with an audience through personality-driven storytelling.
Terra Mar Imports
Content Type: Recipe & product storytelling
This copy highlights product versatility through a recipe-driven format, balancing instructional clarity with engaging, brand-aligned language to encourage exploration and purchase.
