Rothy’s User Acquisition
— The Growth Marketing department at Rothy’s manages performance paid ads across all digital media: Instagram, Facebook, Pinterest, Snapchat, YouTube, Google and television. Performance advertising not only brings awareness to brand or product newness, but it’s an effective channel for connecting with customers at all stages of the funnel.
My Role
Paid Ad Marketing.
Content Strategy.
Design Direction.
Analyzing Performance.
Developing Hypotheses.
Paid advertising is a great channel to test language, visuals and unlock new ways to reach target audiences. Before I joined the team at Rothy’s, all paid advertisements were created by a third party agency. I was hired to build out and manage a paid social (growth marketing) team.
Within a year: ad engagement increased, click through rate improved, the look-and-feel of social ads were on-brand, discovered best practices for Rothy’s ads and started a library of top performing ad templates that the team can keep adding to.
In addition to the management of this design team, I was responsible for the content strategy of monthly ad plans, developing big swing initiatives, guiding iterations on ads to push performance and analyzing data with our UA team to help discover patterns and areas of improvement.
Contributors
User Acquisition — Lauren Fagan
Ad Opperations — Emma Sloman
Designers — Rebecca Reid, Shelby Ventura, Ashlee Rice, Ashley Ng, Diana Tran & Natalia Serrano
Campaign Partners
2019—Casey Brooks (Director)
2020—Hugo & Marie