• Defining the global media strategy and playbook based on business goals for Existing and New customers through direct and indirect channels using ATL-BTL media. Supervising the execution of media campaigns to drive growth for the business through media, launching new products and services across 16 different markets integrated with CRM and Sales. 
• Defining customer segmentation and audience-data strategy; identifying personas, and segments, user journey and selection of media-data-channels to target.
• Driving growth and improving conversion rate by planning testing roadmaps through paid and owned channels and data sources: Paid social / Facebook and Linkedin, Programmatic display, ABM, Paid search, email marketing automation (Pardot) and landing pages.
• Reporting and success measurement: Standardizing ways to measure success through the whole funnel, identifying metrics and set of media and performance reports.
• Driving digital transformation by developing media training, generating content and presenting it live and via mobile app formats, focused in 2 main areas: Media planning (process-focused) and media strategy (strategy-focused) delivered to 22 local markets.

During our initial analysis of the company we identified the following challenges:

• Lead Generation from Facebook Ads was incurring a high overall cost. However, the number of sign-ups and the click-through rate were not satisfactory;
• To improve quality scores and lower costs, we needed to create optimised landing pages but the website was a bespoke build and was extremely limited;
• A need to improve the number of conversions without increasing the budget due to constraints.

I worked with 3D printing tech, a 3D printing shop out of Atlanta focusing on 3D production and manufacturing. Having had some success with digital, they were looking for a way to refine their paid strategy to focus exclusively on an industrial commercial buyer profile, as opposed to individuals with small/singular printing jobs. By refining our targeting and leveraging audience strategy to only focus spend on B2B traffic, we were able to increase the new sale conversion rate 75%.

This comfort food company was doing well but recognized the need to retain more of its existing customer base. Strategies such as retargeting on social media are expensive, however. After doing some research and hearing positive remarks from other DIDO clients, they decided to move forward with DIDO’s email marketing to re-engage their customers and develop more long term relationships.