Performance Creative Videos
Performance Creative Statics
Organic Creative Posts
Operations Projects
Sprout Social Integration & Streamlining Fulfillment Structures
Upon taking over as the head of the department in February 2022, one of my first missions was to accomplish the transition to a more sustainable and streamlined fulfillment process. This began with the transition from google docs, emails, and spreadsheets to Sprout Social for faster drafting, editing, and scheduling of organic social media posts. I inherited a management system which included all 200+ clients’ Ads Managers under one Meta Business Manager and with the help of our Meta rep and my team transitioned all 200+ clients into individual accounts in order to be in compliance with Meta policies, maintain algorithmic audience performance optimizations, and individualize reporting metrics.
This complete system overhaul led to improved time management for the team as well as a general increase in client success across all key metrics. Most team members saw a 15% decrease in time used for drafting, editing, and scheduling posts which was then utilized for biweekly team training in improving copy, SEO implementations, ad design, client meeting strategies, and professional development in other aspects of digital marketing. Key metrics for clients were up across the board as their algorithmic audience optimizations were able to focus solely on their specific geolocations and consumers. There was a 33% decrease in CPC, a 25% increase in Unique Visits and Impressions, and we were able to diversify our lead generation types to include form fill, calls, messenger and more.
Marketing Compliance
As Social Media Manager, I was in charge of advertising compliance with Meta and making sure to follow FTC advertising regulations. In an effort to guarantee compliance, I was ahead of the curve and instituted client-wide privacy policy installations on all of our client websites regardless of advertising status, which later became compulsory for all Meta based advertising. In addition to facilitating the privacy policies, I became the lead installer of the policies on our client’s websites which allowed me to develop minor coding skills in multiple program languages as well as Google Tag Manager and Google Analytics. I made sure to implement a training program to know when and how to identify and label sponsored content across all platforms to be in compliance with FTC regulations.
In becoming well versed in compliance for advertising, I became the point person for compliance in general at Thump Local. I helped navigate legal issues arising from stock image use and provided a two page report on out of date policies in our employee handbook, gaining a wealth of knowledge in NYS employment law for small to medium businesses. All of these implementations of legal compliance saved the company thousands of dollars in legal fees as well as shielding the company from millions in liabilities for labor law violations.
Client Success Story
None of us is a stranger to a difficult client, especially one that’s difficult because they feel like they’re not being heard. Many clients at Thump Local are from the era of traditional marketing and traditional business practices. My client Kristin Bergfeld from Bergfeld’s Clearance Service is a tough woman that runs the hoarding clearance business in the NYC metro area. She challenged me to be able to adapt to a strong personality that needs reassurance and a clear reason why and how something is effective.
When I took over the account from the previous coordinator they were months behind on postings and no closer to coming up with a system to manage the client’s needs and expectations. Their audience and numbers were suffering because of the unmanageability of the relationship and I knew we needed an intervention. I set up a meeting between the client, myself, and their representative and established a great rapport with them over the course of a year and a half. I made sure to make her feel heard and implement as many of her demands as possible while also maintaining a hard line when the needs of advertising came above her requests. We saw the audience triple in a year, leads coming in at a nearly unmanageable level, and increases on their package from a simple 4 social media posts and one monthly ad to 8 social media posts, a blog, and A/B testing ads with a much larger budget.
