Performance

The launch of its Fall 2020 campaign "Do What Feels Natural" was so successful that Smartwool was eager to understand the attribution of its impact. 

Through longitudinal tracking - relative to industry benchmarks and pre-campaign performance - I mapped the traction of the campaign effort over time. Specifically, I tied performance metrics back to the strategic goals and objectives of the campaign, and triangulated metrics with social listening to capture a complete snapshot of brand lift. Armed with an understanding of why "Do What Feels Natural" was so successful, Smartwool saw no need to start over. The CMO relaunched the campaign in the Fall of 2021 with similar results.

Finance of America Reverse (FAR) was already a leader in the wholesale reverse mortgage business. In 2020, they set out to redefine their brand, market direct-to-consumer, and transform how retirement services are imagined in the U.S. Their new mission: to become the most beloved brand for people who are making retirement work. 

Together, we reimagined the FAR's customer acquisition model by creating a nurturing, long-term path to conversion, including social media, web, search, email, direct mail, television, and more. To prove the value of this effort, I spearheaded performance tracking, attribution and optimization across all of FAR's channels and multiple campaigns to ensure our work was yielding transformational results.