Joshua Jacobs

I partnered with a multinational technology company to beta-test one of their newest ad tech platforms in early 2022. The effort was to effectively target diverse customer segments at the right time to improve marketing costs and maximize reach. The marketing tool leveraged company data and machine learning to push ads across their discovery, search, and YouTube networks.

The new campaigns resulted in an increase of more than 22% in revenue with a 13% reduction in marketing investment. In addition, the website witnessed increased traffic and brand lift metrics.

To help keep up with the evolving digital marketing landscape, with the phasing out of “cookie” technology, I sought to spearhead a project to future-proof the business by implementing a CDP solution. A vendor was selected, which assisted in collecting and sanitizing customer data while making it accessible to deploy into marketing campaigns.

The initiative’s ultimate goal was to gain insights into the diverse visitor segments coming to the website. From this information, we were able to deploy highly targeted and successful marketing campaigns across all digital platforms to create a personalized and relevant experience at each customer touchpoint in real time.

During the lead-up to International Women’s Day in 2018, our fashion company sought to get involved in a social media campaign highlighting women and their achievements in different industries. This gave birth to a larger campaign lasting for a week, resulting in 500,000 impressions and boosts in weekly traffic and social engagement.

The campaign featured seven successful women in industries including healthcare, business, and education by creating an editorial of their accomplishments. Each day of the week, a new personality was interviewed and assigned a hashtag on social media. In conjunction with International Women’s Day, the campaign was an organic viral success that required no paid advertisement to push the message.