Search, SEO & Database Marketing
This collection showcases projects centered on data-driven marketing and performance optimization. Across these initiatives, I leveraged analytics and audience insights to inform marketing strategies, improve search visibility through paid search, SEO, and rebranding efforts, and strengthen overall digital performance. The work also includes the development of Google Display and Meta ad campaigns, from strategic planning and ad copy to visual concepts and prototypes, with a focus on driving visibility, engagement, and measurable growth.
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SmartTech Solutions -
SEO, Paid Search &
Rebranding
In this project, I designed a full-funnel search marketing strategy for SmartTech Solutions’ personal finance product, covering paid search, SEO, and rebranding to drive acquisition and revenue growth. I developed a data-informed keyword strategy with tailored match types, wrote multiple high-intent ad copies, and built a precise Google Ads targeting plan (location, demographics, devices, and affinity/in-market audiences) supported by budget modeling and performance forecasts tied to CTR, CVR, CPA, and trial-to-paid conversion benchmarks. I then strengthened the organic foundation through on-page SEO, content marketing concepts (how-to guides and blogs), and keyword-optimized copy, alongside a backlink plan focused on high-authority finance sites, SaaS directories, and educational partners. Finally, I recommended key technical SEO improvements, including canonical tag implementation and mobile optimization, to improve crawlability, rankings, and user experience as part of a cohesive, ROI-focused search strategy for a SaaS brand.
In this database marketing project, I developed a data-driven personalization strategy for Gap that uses customer and behavioural data to deepen loyalty and drive digital engagement among millennials and Gen Z. I started by diagnosing the core business problem - brand relevance decline and inconsistent growth. Then we used competitive, PEST, and SWOT analysis to highlight opportunities in predictive analytics, omnichannel integration, and loyalty innovation. From there, I segmented Gap’s customer base (loyal, inactive, price-sensitive, unaware prospects, and style-conscious millennials) and designed targeted initiatives such as personalized in-app collection discounts, a curated “Gap Mag,” Easter egg discounts, cart reminder emails, and an enhanced loyalty loop with monthly tailored offers. I also defined the underlying data requirements (demographics, browsing, purchase, email, social, loyalty, and price-sensitivity signals) and a clear measurement framework spanning CLV, CAC, AOV, ROAS, engagement, and feature adoption to ensure the program is testable, optimizable, and ready for real-world
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