Growth Marketing - International Business
In this case study, I demonstrate my strategic thinking and execution in three core areas of digital marketing.
First, I outlined email marketing flows for two audiences: customers who enter the product site, where my goal is to drive faster purchase conversion, and customers who enter the content site, where I focus on introducing a tracking bracelet, delivering valuable education, and nurturing them toward conversion.
Second, I'd created a 6-month mini-business plan for their launch to the Canadian market, effective January 1, including my overall digital strategy, projected monthly sales, channel-level spend, and target CPAs that are designed to achieve target revenue in Q1 revenue and scale 3x by year's end.
Finally, I analyzed four weeks of Meta performance data across markets to find out insights on campaign effectiveness, creative performance, and market differences, and leveraged these findings to recommend specific next steps that would optimize future marketing efforts.
Based on the performance data, here are my recommendations of actions to be taken in terms of efficiency, cost reduction, and scaling of high-performing campaigns:
Pause all campaigns whose CPAs are over LTV to avoid inefficient spend and ensure profitability.
Address the signs of ad saturation, in particular in those campaigns whose CPAs increase in week 2, through refreshing the creative, adjusting frequency, and expanding audience pools.
Implement learnings from the best-performing market, the US, within other Tier 1 regions. Review:
Influencer-driven campaigns
Human-centric video creative formats
Retarget high-intent users and shorten time-to-purchase through the relaunch and systematic testing of retargeting campaigns.
Develop and test new creative concepts in underperforming markets in search of a better market–creative fit in an effort to lower CPAs.
In sum, creative quality, market fit, and timely optimization are the main underlying drivers for CPA performance. Successful tests of influencer-led and human-centric video formats in the U.S. indicate a strong opportunity to scale these formats internationally to improve performance across other Tier 1 markets.