Overview
Services
Non-Fiction
Awards
- Lowell Thomas Award Best Website
Certifications
- Meta Certified Media Planning Professional
- Integrated Marketing Strategy (eCornell)
- BA, Economics, Tulane University
Work experience
A large media company that shall remain anonymous
Matador Network
Projects
"Europe by Milk Run" Bestseller Launch
Could I launch my travel memoir as a best seller in some of Amazon's most saturated and competitive categories? Yes, yes, I could. Using a combination of a price discount, email promotions, Amazon ads and Facebook ads, I catapulted to the top of several travel categories, including my top targets -- Solo Travel and Rail Travel. Full disclosure: I'm all about bank over rank, but enjoyed this experiment nonetheless.
"Essential" Travel Guidebook Ads (Amazon)
I run profitable Amazon ads for my travel guidebooks. Amazon ads can be finicky, but powerful in certain nonfiction genres. All ads are incrementally tested against specific keyword batches. I've run these ads at ~30-50% ACOS for going on five years.
Black Friday Direct Sales Campaign (Facebook)
Every year, I strategize, lead creative development and deployment of a themed Black Friday direct-sales campaign using traffic and conversion ads, all of which are always A/B tested. All ads point to curated pages of themed print books from our backlist. I'm particularly fond of the creative we built for 2020's Healthy Soil campaign. Since 2016, campaigns have averaged:
- $2.67 CPC // $4.45 cost per conversion for $15 paperbacks
- ~60% increase in paperback and hardcover sales
Countryside's "Guide To" Lead Magnet Campaign (Facebook)
I led strategy, creative development and deployment of list-building campaign. A/B tested engagement, traffic and conversion FB ads.
- $0.67 CPC // $0.09 cost per engagement // $1.24 cost per conversion
- Drove over 5,000 signups in six months.
- Campaign still runs!
"My Farmer, My Customer" Relaunch (Facebook)
I led strategy, creative development, including cutting a low-cost book trailer and several static ads, and deployment of a 90-day direct-sales relaunch campaign for My Farmer, My Customer. A/B tested engagement, traffic and conversion FB ads for $28 paperback.
- $1.67 CPC // $0.11 cost per engagement // $6.45 cost per conversion for $28 paperback
- ~34% ACOS
- Increased direct sales by over 175%.
(Safe to say, they should've had me run the original launch!)
Rory has 3 reviews
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Jun, 2023
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