At Western Colorado University and The Adventure Company, I researched, implemented, project-managed, and optimized marketing campaigns across the full funnel from awareness to conversion. These campaigns spanned SEO, paid search, programmatic, and meta, all tied to measurable outcomes. Working alongside the marketing director at Western, I helped plan an annual strategy of 28+ campaigns, ensuring each initiative was supported with the right creative, targeting, and tracking infrastructure.

My responsibilities included audience research and persona development, campaign strategy and bidding setup. Additionally, I managed creative production across landing pages, video, photography, design, copy, and email. I also built UTM structures, analyzed performance data, and optimized campaigns in real time. Additionally, I worked to integrate our CRM into the marketing workflow, enabling personalized student follow-up that strengthened engagement and conversion.

Department Campaigns

The Goal: Generate qualified leads and applications for individual academic departments.

Strategy:

• Develop creative and specific ad sets for each department at Western

• Served ads across programmatic display, Google Seach, and Meta 
• Target prospective students by age, interest, and demographic

The Impact:

• Generated 200+ qualified leads through form fills

• Directed 20 applications as a result of the awareness campaign, exceeding expectations for this stage of the funnel

• Seamless funnel progression: leads moved into retargeting campaigns to encourage application submission

The Goal: Drive student applications through precise audience targeting.

Strategy:

• Built custom audiences from higher ed name buys and targeting segments

• Served ads across programmatic display, Snapchat, Google search, and Meta

• Developed creative tailored to funnel stage

The Results:

• 1.26% click-through rate (above industry benchmarks)

• 2M impressions served

• 198 applications generated directly attributable to the campaign