Growth Strategy & Digital Marketing Portfolio

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Digital Marketing Systems & Growth Architecture

Building, testing, and optimizing a high-performance digital ecosystem across content, analytics, and distribution to drive measurable growth.

Challenges

Strategic Integration: Transitioning from fragmented social posting to a cohesive, multi-channel digital ecosystem.
Technical Performance Debt: Remediating an initially “Poor” performance profile (7.2s LCP) to meet Google’s “Good” Core Web Vitals standards.
Data Feedback Loops: Creating a live connection between social performance and real-time on-site behavior through GA4.

Actions

Engineering Performance: Optimizing site architecture using Smush and manual asset remediation to maintain peak performance scores.
Enforcing SEO Standards: Maintaining full H1 compliance and descriptive Alt-text across the media library to ensure continuous SEO and ADA alignment.
Managing Analytics: Leveraging Google Tag Manager and GA4 to track attribution sources, engagement patterns, and behavioral events in real time.
Orchestrating Distribution: Executing an integrated content system across social platforms and a blog to drive consistent, high-intent discovery.
Iterating on Data: Analyzing weekly performance metrics to refine content themes, adjust posting cadence, and optimize distribution strategy.

Results

Elite Site Performance: Improved PageSpeed score from 67 → 92/100, reducing LCP by 64% and average response time by 60%, placing the site in the top 5% of personal portfolios for speed.
Sustained Audience Growth: Achieved +20% follower growth across platforms within 90 days.
High-Impact Content: Drove +300% impressions, with top-performing posts consistently generating 100+ profile views.
Reach Expansion: Increased new audience reach by +400% through analytics-informed content clustering.
Verified Acquisition: Generated 150+ unique website users in the first 90 days, validating the social-to-site funnel.
Semantic Integrity: Achieved 100% H1 and image Alt-text compliance, delivering a clear semantic map to search engines and assistive technologies.

Technical metrics verified via Screaming Frog SEO Spider and Google PageSpeed Insights (Mobile) — January 18, 2026.

High-Velocity Sales & CRM Management (Equinox)

Leveraging CRM workflows and consultative sales frameworks to drive member acquisition and long-term brand loyalty for a premium global brand.

Challenges

Pipeline Management: Managing a high-volume influx of digital and walk-in leads in a luxury market.
Premium Positioning: Differentiating high-ticket services from low-cost alternatives by selling value over price.
Portfolio Retention: Balancing aggressive new acquisition with the nurture of a 500+ member base.

Actions

Rapid-response lead handling: Established immediate engagement workflows to capitalize on high-intent inquiry windows.
CRM-driven outreach: Executed structured follow-ups across email, SMS, and phone using behavioral and lifecycle data.
Consultative selling: Led personalized tours to uncover goals, motivators, and constraints, tailoring recommendations accordingly.
Campaign execution: Supported seasonal promotions and club events with targeted outreach to drive urgency and conversion.
Brand ambassadorship: Built a strong in-club personal brand to fuel referrals, trust, and community-led retention.

Results

Top performance: Ranked #20 of 150+ advisors companywide in total sales volume.
High-volume output: Averaged 40–70 new member conversions per month while exceeding targets.
Portfolio management: Managed and nurtured 500+ active members with strong retention and referral rates.
Leadership growth: Promoted to a leadership role within 12 months based on performance and operational mastery.

Technical SEO Audit (Torres Baseball Academy)

Diagnosed critical performance bottlenecks and established a technical growth roadmap for a youth baseball academy in Bridgeport, CT.

Challenges

Mobile Performance Crisis: Identifying the root causes of a 20.1s Largest Contentful Paint (LCP) that was driving high user abandonment.
Search Visibility Gaps: Resolving structural SEO issues, including a 44% lack of H1 header hierarchy, that prevented the site from ranking for local keywords.
Funnel Friction: Addressing a “Trust Gap” caused by non-descriptive URL slugs and slow server response times on high-intent registration pages.

Actions

Technical Diagnostics: Conducted a comprehensive site audit using Screaming Frog SEO Spider and Google PageSpeed Insights to quantify Core Web Vitals.
Friction Mapping: Analyzed the user journey to pinpoint where technical lag (4.84s server response) intersected with registration drop-offs.
Strategic Prioritization: Authored a two-phase roadmap: Phase 1 for immediate performance stabilization (WebP compression/H1 repair) and Phase 2 for conversion optimization.
Infrastructure Review: Flagged and investigated a 406 Server Error to ensure unhindered search engine indexation.

Results

Strategic Deliverable: Produced a high-level Strategic SEO Audit and 30-day execution plan for stakeholder review. (View Audit)
Performance Targets: Projected a 40% reduction in bounce rate by optimizing assets to achieve a sub-3s load time.
Conversion Forecast: Estimated a 15% lift in registrations by migrating the /1 URL to a keyword-rich, trusted registration slug.
Local SEO Lift: Positioned the brand for increased local search dominance through Bridgeport-focused metadata and structural hierarchy repair.

Status: Phase 1 (Diagnostic) Complete; Execution Pending.

Metrics and technical data sourced via Google PageSpeed Insights & Screaming Frog SEO Spider.

Content & Social Strategy (Divanga Dive Hostel)

Executed a high-frequency content system to support social engagement and local discovery for a dive hostel and on-site restaurant in Taganga, Colombia.

Challenges

Operational Consistency: Establishing a daily social presence in a high-turnover tourist market with no existing content workflow.
Rapid Turnaround: Producing, editing, and publishing mobile-first content on-site within tight turnaround windows.
Audience Focus: Creating content that resonated with both backpacker travelers and certified/aspiring scuba divers.

Actions

Disciplined Execution: Maintained a strict content calendar with a daily rhythm of 1 post/reel and 4 stories, delivering consistent output over a 21-day sprint.
Full-Cycle Production: Owned the complete content lifecycle—from on-site filming and photography to short-form video editing (Reels) and localized caption writing.
Collaboration & Workflow: Worked within a predefined marketing brief and content calendar provided by leadership, aligning daily output with business priorities.
Performance Monitoring: Tracked reach and interaction trends via Meta Business Suite to iterate on hooks, captions, and post timing.

Results

High-Volume Reach: Generated 64.5k+ total views and reached 34k+ unique accounts across Instagram and Facebook.
Direct Intent: Drove 275+ link clicks and 590+ profile visits, converting social attention into direct business traffic.
Audience Growth: Added 192 new Instagram followers through consistent, high-performing short-form content.
Operational Output: Maintained 100% posting consistency, publishing 20+ original pieces of content while establishing a repeatable workflow.
Featured Links
- Brand Profile: Divanga Hostel Taganga
- Content Highlights:
  - Hostel Post Example — Communicating offerings through clear imagery and copy.
  - Diving Reel Example — High-impact video designed for reach and aspirational engagement.
  - Restaurant Reel Example — Showcasing on-site lifestyle and hospitality to drive foot traffic.

Metrics sourced from Meta Business Suite (Instagram & Facebook); 21-day organic reporting period.

High-Conversion Rental Funnel

Applied digital marketing systems and a “Modern Landlord” philosophy to manage the full-cycle rental process without an agency.

Challenges

Direct Market Entry: Marketing a luxury asset without agency support in a saturated rental market.
Conversion Friction: Overcoming high entry barriers (fees/upfront costs) that stall high-intent leads.
Digital Trust: Building professional relationships with prospects entirely through digital-first touchpoints.

Actions

Omnichannel distribution:
Deployed listings across four rental platforms plus Facebook, using video-first content to maximize top-of-funnel engagement.
Market positioning & differentiation:
Researched platform filters and search behavior to highlight high-value features (in-unit laundry, keyless entry, stainless steel appliances) and target ideal segments such as roommates and remote workers.
Offer optimization (CRO):
Iterated on pricing and incentives based on inbound response, including removing the last-month rent requirement to reduce conversion friction and increase application volume.
Digital process integration:
Streamlined applications, approvals, e-signatures, and escrow using Zillow and third-party tools, reducing the deposit-to-signing window to 24 hours.
Relationship architecture (“Modern Landlord Philosophy”):
Designed a tenant onboarding experience with clear communication, a welcome letter, and a move-in gift to establish early trust and long-term retention potential.

Results

High-volume acquisition: ~110 inquiries and 100+ digital touchpoints within 60 days
Proven conversion: 17 tours → 4 qualified applications → full occupancy
Time-to-close: Lease finalized and deposits completed within 1 day
Market validation: Video content and pricing adjustments directly correlated with increased inquiry volume and reduced time on market
Experience-led outcome: Strong initial landlord–tenant relationship built from day one

Entrepreneurial Launch & Local Lead Gen

Built and managed a profitable service business from the ground up through hyper-local digital distribution, differentiated branding, and disciplined operations.

Challenges

Market Entry: Building a client base from zero in a saturated local service market during COVID-era uncertainty.
Differentiation: Finding a unique brand “hook” to compete against established companies with larger budgets.
Systemizing Growth: Creating a repeatable lead-to-job approach capable of sustaining a full-time, high-density work schedule.
Full-Cycle Ownership: Simultaneously managing customer acquisition, scheduling, service delivery, and retention.

Actions

Agile branding: Created a high-affinity brand (“2 Broke Seniors”) using humor and authenticity to drive organic engagement, trust, and word-of-mouth.
Hyper-local distribution: Scaled from physical flyering to targeted Facebook group outreach, reaching 2,000+ local prospects.
Lead conversion & scheduling: Optimized response times and used digital tools to manage a dense, forward-booked calendar.
Customer data management: Maintained a lean client tracking system covering preferences, payments, locations, and service notes.
Pricing iteration: Refined pricing and service bundles to balance competitiveness with sustainable daily revenue.

Results

Local Reach: Connected with 2,000+ local residents through hyper-local Facebook distribution.
Sustained Operations: Averaged 2 jobs per day, 6 days per week, with a calendar typically booked two weeks in advance.
Business Longevity: Operated profitably and consistently for 2+ years.
Client Base Growth: Acquired 100+ total clients, including 40+ repeat customers and 3 weekly long-term accounts.
Referral Engine: Generated ~10 referral-based clients through organic word-of-mouth.
Market Differentiation: Humor-forward branding and competitive pricing clearly differentiated the business in a crowded market.
Customer Loyalty: Built repeat business through proactive communication and reliable service delivery.