Mary Hopkins

I collaborated with the director of marketing and tailored campaigns to target both local and non-local audiences. Local campaigns promoted the rentals as ideal spots for convenient, quick getaways, while non-local campaigns highlighted direct flights and the area’s appeal for extended stays.

Additionally, I launched a luxury vacation rental campaign on Facebook, focusing on high-value properties and pre-qualifying users by price to drive more high-revenue bookings. We continuously tested landing page designs and copy to maximize engagement and conversion.

This focused strategy reduced reliance on OTAs and significantly increased the company’s direct booking revenue.

This involved refining campaign targeting by focusing on specific cities and zip codes and applying geo-targeting to reach high-intent audiences efficiently. I worked on tightening the ad structure, adjusting bidding strategies, and refining keyword match types to improve ad relevance. A key part of this approach included launching a new landing page template designed to convert traffic more effectively.

Additionally, I implemented a retargeting campaign that engaged previous website visitors, maximizing our investment in each visitor and further lifting conversions.

These optimizations significantly boosted the firm’s lead generation while lowering costs, positioning it as a go-to resource for legal services in their target regions.

While working with a lab robotics company, I implemented a strategic LinkedIn campaign to drive SQLs by targeting scientists and academic professionals. By refining LinkedIn lead generation forms and focusing targeting by job role and key challenges, I ensured precise reach to high-intent prospects. I also revamped the ad creative to highlight product benefits, such as efficiency and automation, rather than purely technical features. These adjustments led to a 185% increase in SQLs and improved conversion rates, strengthening the company’s position in the lab automation market.