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My Portfolio
Welcome to my portfolio. Here you’ll find a selection of my work. Explore my projects to learn more about what I do.
📘 Project Case Study: Website Build & Portfolio Launch
🎯 Project Objective
To plan, design, and launch a professional portfolio website that highlights my marketing case studies, inbound strategies, and performance-based campaigns — while applying agile project management principles to guide the build.
📋 Scope & Deliverables
A responsive Wix-based website with homepage, About, Contact, and Project case studies
• Mobile-first optimization
• Domain connection via GoDaddy
• Google Search Console integration
• SEO-ready with meta tags and sitemap submission
🛠 Planning & Execution
🔹 Phase 1: Discovery
• Defined project scope using a simplified Project Charter
• Created User Personas: potential employers, collaborators, and clients
• Set success metrics: site launch by X date, all case studies live, mobile usability score > 90 on PageSpeed
🔹 Phase 2: Design & Wireframing
• Used Figma for layout drafts (grid system, scroll strip, case study structure)
• Broke tasks down using WBS (Work Breakdown Structure) in Trello
• Prioritized features using MoSCoW method
🔹 Phase 3: Development (Agile Cycles)
Built in weekly sprints:
• Sprint 1: Structure & homepage
• Sprint 2: Project content & SEO setup
• Sprint 3: Mobile refinement + domain integration
Used an iterative feedback loop: publish → preview → refine
🔹 Phase 4: Testing & Deployment
• Mobile responsiveness tested manually across devices
• Google Search Console setup with meta tag method
• Domain manually pointed via DNS (post GoDaddy-Wix authentication fail)
⚙️ Tools & Technologies
1. Wix: Website builder
2. Figma: Design layout
3. Canva: Visual assets
4. GoDaddy: Domain management
5. Google Search Console: SEO visibility
6. Trello: Task planning
7. Notion: Content drafts and PM notes
✅ Outcome
Site launched on time with:
• 📱 100% mobile responsiveness
• 🔍 Fully integrated SEO structure
• 📈 Ready for indexing and performance tracking
This project reflected real-world PM challenges:
• DNS/SSL issues = risk mitigation
• Scope creep (extra sections added) = change control
• No team? Still set deadlines and retros!
To plan, design, and launch a professional portfolio website that highlights my marketing case studies, inbound strategies, and performance-based campaigns — while applying agile project management principles to guide the build.
📋 Scope & Deliverables
A responsive Wix-based website with homepage, About, Contact, and Project case studies
• Mobile-first optimization
• Domain connection via GoDaddy
• Google Search Console integration
• SEO-ready with meta tags and sitemap submission
🛠 Planning & Execution
🔹 Phase 1: Discovery
• Defined project scope using a simplified Project Charter
• Created User Personas: potential employers, collaborators, and clients
• Set success metrics: site launch by X date, all case studies live, mobile usability score > 90 on PageSpeed
🔹 Phase 2: Design & Wireframing
• Used Figma for layout drafts (grid system, scroll strip, case study structure)
• Broke tasks down using WBS (Work Breakdown Structure) in Trello
• Prioritized features using MoSCoW method
🔹 Phase 3: Development (Agile Cycles)
Built in weekly sprints:
• Sprint 1: Structure & homepage
• Sprint 2: Project content & SEO setup
• Sprint 3: Mobile refinement + domain integration
Used an iterative feedback loop: publish → preview → refine
🔹 Phase 4: Testing & Deployment
• Mobile responsiveness tested manually across devices
• Google Search Console setup with meta tag method
• Domain manually pointed via DNS (post GoDaddy-Wix authentication fail)
⚙️ Tools & Technologies
1. Wix: Website builder
2. Figma: Design layout
3. Canva: Visual assets
4. GoDaddy: Domain management
5. Google Search Console: SEO visibility
6. Trello: Task planning
7. Notion: Content drafts and PM notes
✅ Outcome
Site launched on time with:
• 📱 100% mobile responsiveness
• 🔍 Fully integrated SEO structure
• 📈 Ready for indexing and performance tracking
This project reflected real-world PM challenges:
• DNS/SSL issues = risk mitigation
• Scope creep (extra sections added) = change control
• No team? Still set deadlines and retros!
🏡 Case Study: Smart Housing Predictor – UrbanTech SaaS Concept
📍 Background
As part of a multi-day marketing innovation event, our team developed Smart Housing Predictor — a predictive AI platform for local governments to make better-informed housing infrastructure decisions. The tool was designed to help municipalities analyze population shifts, budget constraints, and environmental risks to forecast long-term development needs.
Our concept was grounded in a real-world challenge: housing demand is growing, but most cities still use reactive planning models. Our goal was to reframe this as a proactive, data-powered strategy tool for planners, councils, and housing boards.
🚨 The Challenge
- Most urban planning tools are outdated and disconnected across departments
- There’s limited forecasting capability tied to real-time data (climate, migration, income trends)
- Housing budgets are fixed, while the demand matrix keeps shifting
- Lack of transparency leads to stakeholder friction and public distrust
- AI adoption in government is typically viewed as opaque or overhyped
We had to build a concept that felt credible, usable, and public-serving — not just “tech for the sake of tech.”
🧠 Strategy & Execution
🔍 Research & Insight
- Conducted interviews with international students, residents, and public policy scholars
- Analyzed housing reports, migration statistics, and ESG risk maps
- Identified pain points in stakeholder communication across government, NGOs, and developers
🔧 Solution Design
- Designed a multi-layered dashboard UI for scenario simulation, impact scoring, and project cost forecasting
- Integrated filters for climate risk, income-level demographics, and proximity to public services
- Developed a service blueprint mapping the interactions between data engineers, city staff, and citizens
- Proposed scalable business model: freemium for small cities, premium support tier for large metros
📈 Results (Concept Stage)
- Presented to faculty, mentors, and industry judges with strong reception on clarity and relevance
- Pitch praised for turning a “dry problem” into a compelling public sector tech story
- Highlighted as a standout solution with cross-functional utility and long-term policy value
✅ Key Takeaways
- Policy-focused tech must feel usable, not futuristic — story design matters as much as data
- Bridging public-private data challenges requires trust-building UX and scenario transparency
- Co-creating user flows with real user types (gov, NGO, citizens) leads to more viable concepts
🧰 Skills Showcased
B2G Marketing • UX Strategy • Stakeholder Mapping • Data-Driven Concepting • Presentation Design • AI Framing • Service Blueprinting
As part of a multi-day marketing innovation event, our team developed Smart Housing Predictor — a predictive AI platform for local governments to make better-informed housing infrastructure decisions. The tool was designed to help municipalities analyze population shifts, budget constraints, and environmental risks to forecast long-term development needs.
Our concept was grounded in a real-world challenge: housing demand is growing, but most cities still use reactive planning models. Our goal was to reframe this as a proactive, data-powered strategy tool for planners, councils, and housing boards.
🚨 The Challenge
- Most urban planning tools are outdated and disconnected across departments
- There’s limited forecasting capability tied to real-time data (climate, migration, income trends)
- Housing budgets are fixed, while the demand matrix keeps shifting
- Lack of transparency leads to stakeholder friction and public distrust
- AI adoption in government is typically viewed as opaque or overhyped
We had to build a concept that felt credible, usable, and public-serving — not just “tech for the sake of tech.”
🧠 Strategy & Execution
🔍 Research & Insight
- Conducted interviews with international students, residents, and public policy scholars
- Analyzed housing reports, migration statistics, and ESG risk maps
- Identified pain points in stakeholder communication across government, NGOs, and developers
🔧 Solution Design
- Designed a multi-layered dashboard UI for scenario simulation, impact scoring, and project cost forecasting
- Integrated filters for climate risk, income-level demographics, and proximity to public services
- Developed a service blueprint mapping the interactions between data engineers, city staff, and citizens
- Proposed scalable business model: freemium for small cities, premium support tier for large metros
📈 Results (Concept Stage)
- Presented to faculty, mentors, and industry judges with strong reception on clarity and relevance
- Pitch praised for turning a “dry problem” into a compelling public sector tech story
- Highlighted as a standout solution with cross-functional utility and long-term policy value
✅ Key Takeaways
- Policy-focused tech must feel usable, not futuristic — story design matters as much as data
- Bridging public-private data challenges requires trust-building UX and scenario transparency
- Co-creating user flows with real user types (gov, NGO, citizens) leads to more viable concepts
🧰 Skills Showcased
B2G Marketing • UX Strategy • Stakeholder Mapping • Data-Driven Concepting • Presentation Design • AI Framing • Service Blueprinting
🏆 Case Study: Pringles x Fortnite – Crunch Quest Campaign
📍 Background
Echoes of the Wild was developed as a purpose-led marketing concept aimed at bridging emerging technologies (AR/VR) with wildlife conservation storytelling. The goal was to create an immersive digital experience that builds empathy for endangered species by placing audiences in their natural habitats using augmented and virtual reality tools.
Our idea combined mobile-accessible AR, VR installations for museums and schools, and interactive digital campaigns. The vision: to bring conservation education out of textbooks and into a multisensory, emotionally-driven journey.
🚨 The Challenge
- Environmental causes often face “compassion fatigue” and low engagement in younger audiences
- Traditional wildlife campaigns focus on awareness, not immersion or empathy
- NGOs and educational institutions struggle to keep up with digital innovation
- XR tech adoption is limited by device access and complexityaccessibility was key
We had to create an experience that was modular, scalable, emotionally resonant, and accessible — all while staying grounded in conservation science and ethics.
🧠 Strategy & Execution
🔍 Research & Insights
- Conducted empathy interviews with students and NGO outreach teams
- Studied impact storytelling models (e.g., WWF, Jane Goodall Institute, NatGeo AR)
- Identified digital barriers (e.g., device access, attention span, data literacy)
🔧 Solution Design
- Created a modular concept: AR filters for mobile, VR walk-throughs for public events/schools, and an interactive mobile app with geolocation triggers
- Story flow: users “walk” beside an endangered animal, unlocking facts, animations, and conservation calls-to-action
- Gamified social layer: TikTok filter challenge + donation-based progress bar dashboard
- Proposed partnerships with conservation NGOs, tech firms, and educational institutions for rollout and funding
📈 Results (Concept Stage)
- Received standout feedback from mentors on the emotional power and cross-platform modularity
- Pitch applauded for blending social purpose, accessibility, and storytelling through tech
- Judges highlighted the “education through emotion” approach as particularly timely and differentiated
✅ Key Takeaways
- XR is most impactful when story comes first — tech should serve emotion, not the other way around
- Accessibility matters: modular tech design makes cause campaigns more inclusive
- Story-driven design can make “distant” causes feel intimate and urgent
🧰 Skills Showcased
Cause Marketing • XR/AR Experience Strategy • Narrative Design • Youth Engagement • Accessibility UX • Partnership Modeling • Emotional Storytelling
Echoes of the Wild was developed as a purpose-led marketing concept aimed at bridging emerging technologies (AR/VR) with wildlife conservation storytelling. The goal was to create an immersive digital experience that builds empathy for endangered species by placing audiences in their natural habitats using augmented and virtual reality tools.
Our idea combined mobile-accessible AR, VR installations for museums and schools, and interactive digital campaigns. The vision: to bring conservation education out of textbooks and into a multisensory, emotionally-driven journey.
🚨 The Challenge
- Environmental causes often face “compassion fatigue” and low engagement in younger audiences
- Traditional wildlife campaigns focus on awareness, not immersion or empathy
- NGOs and educational institutions struggle to keep up with digital innovation
- XR tech adoption is limited by device access and complexityaccessibility was key
We had to create an experience that was modular, scalable, emotionally resonant, and accessible — all while staying grounded in conservation science and ethics.
🧠 Strategy & Execution
🔍 Research & Insights
- Conducted empathy interviews with students and NGO outreach teams
- Studied impact storytelling models (e.g., WWF, Jane Goodall Institute, NatGeo AR)
- Identified digital barriers (e.g., device access, attention span, data literacy)
🔧 Solution Design
- Created a modular concept: AR filters for mobile, VR walk-throughs for public events/schools, and an interactive mobile app with geolocation triggers
- Story flow: users “walk” beside an endangered animal, unlocking facts, animations, and conservation calls-to-action
- Gamified social layer: TikTok filter challenge + donation-based progress bar dashboard
- Proposed partnerships with conservation NGOs, tech firms, and educational institutions for rollout and funding
📈 Results (Concept Stage)
- Received standout feedback from mentors on the emotional power and cross-platform modularity
- Pitch applauded for blending social purpose, accessibility, and storytelling through tech
- Judges highlighted the “education through emotion” approach as particularly timely and differentiated
✅ Key Takeaways
- XR is most impactful when story comes first — tech should serve emotion, not the other way around
- Accessibility matters: modular tech design makes cause campaigns more inclusive
- Story-driven design can make “distant” causes feel intimate and urgent
🧰 Skills Showcased
Cause Marketing • XR/AR Experience Strategy • Narrative Design • Youth Engagement • Accessibility UX • Partnership Modeling • Emotional Storytelling
🕶️ Case Study: Echoes of the Wild – XR Environmental Experience
📍 Background
Echoes of the Wild was developed as a purpose-led marketing concept aimed at bridging emerging technologies (AR/VR) with wildlife conservation storytelling. The goal was to create an immersive digital experience that builds empathy for endangered species by placing audiences in their natural habitats using augmented and virtual reality tools.
Our idea combined mobile-accessible AR, VR installations for museums and schools, and interactive digital campaigns. The vision: to bring conservation education out of textbooks and into a multisensory, emotionally-driven journey.
🚨 The Challenge
- Environmental causes often face “compassion fatigue” and low engagement in younger audiences
- Traditional wildlife campaigns focus on awareness, not immersion or empathy
- NGOs and educational institutions struggle to keep up with digital innovation
- XR tech adoption is limited by device access and complexityaccessibility was key
We had to create an experience that was modular, scalable, emotionally resonant, and accessible — all while staying grounded in conservation science and ethics.
🧠 Strategy & Execution
🔍 Research & Insights
- Conducted empathy interviews with students and NGO outreach teams
- Studied impact storytelling models (e.g., WWF, Jane Goodall Institute, NatGeo AR)
- Identified digital barriers (e.g., device access, attention span, data literacy)
🔧 Solution Design
- Created a modular concept: AR filters for mobile, VR walk-throughs for public events/schools, and an interactive mobile app with geolocation triggers
- Story flow: users “walk” beside an endangered animal, unlocking facts, animations, and conservation calls-to-action
- Gamified social layer: TikTok filter challenge + donation-based progress bar dashboard
- Proposed partnerships with conservation NGOs, tech firms, and educational institutions for rollout and funding
📈 Results (Concept Stage)
- Received standout feedback from mentors on the emotional power and cross-platform modularity
- Pitch applauded for blending social purpose, accessibility, and storytelling through tech
- Judges highlighted the “education through emotion” approach as particularly timely and differentiated
✅ Key Takeaways
- XR is most impactful when story comes first — tech should serve emotion, not the other way around
- Accessibility matters: modular tech design makes cause campaigns more inclusive
- Story-driven design can make “distant” causes feel intimate and urgent
🧰 Skills Showcased
Cause Marketing • XR/AR Experience Strategy • Narrative Design • Youth Engagement • Accessibility UX • Partnership Modeling • Emotional Storytelling
Echoes of the Wild was developed as a purpose-led marketing concept aimed at bridging emerging technologies (AR/VR) with wildlife conservation storytelling. The goal was to create an immersive digital experience that builds empathy for endangered species by placing audiences in their natural habitats using augmented and virtual reality tools.
Our idea combined mobile-accessible AR, VR installations for museums and schools, and interactive digital campaigns. The vision: to bring conservation education out of textbooks and into a multisensory, emotionally-driven journey.
🚨 The Challenge
- Environmental causes often face “compassion fatigue” and low engagement in younger audiences
- Traditional wildlife campaigns focus on awareness, not immersion or empathy
- NGOs and educational institutions struggle to keep up with digital innovation
- XR tech adoption is limited by device access and complexityaccessibility was key
We had to create an experience that was modular, scalable, emotionally resonant, and accessible — all while staying grounded in conservation science and ethics.
🧠 Strategy & Execution
🔍 Research & Insights
- Conducted empathy interviews with students and NGO outreach teams
- Studied impact storytelling models (e.g., WWF, Jane Goodall Institute, NatGeo AR)
- Identified digital barriers (e.g., device access, attention span, data literacy)
🔧 Solution Design
- Created a modular concept: AR filters for mobile, VR walk-throughs for public events/schools, and an interactive mobile app with geolocation triggers
- Story flow: users “walk” beside an endangered animal, unlocking facts, animations, and conservation calls-to-action
- Gamified social layer: TikTok filter challenge + donation-based progress bar dashboard
- Proposed partnerships with conservation NGOs, tech firms, and educational institutions for rollout and funding
📈 Results (Concept Stage)
- Received standout feedback from mentors on the emotional power and cross-platform modularity
- Pitch applauded for blending social purpose, accessibility, and storytelling through tech
- Judges highlighted the “education through emotion” approach as particularly timely and differentiated
✅ Key Takeaways
- XR is most impactful when story comes first — tech should serve emotion, not the other way around
- Accessibility matters: modular tech design makes cause campaigns more inclusive
- Story-driven design can make “distant” causes feel intimate and urgent
🧰 Skills Showcased
Cause Marketing • XR/AR Experience Strategy • Narrative Design • Youth Engagement • Accessibility UX • Partnership Modeling • Emotional Storytelling
🍺 Case Study: SEO & Website Audit – Connemara Brewing Company.
Want to dive deeper into the audit?
Explore the full 20+ page diagnostic report with SEO scores, UX visuals, and tactical insights tailored to Connemara Brewing's digital strategy.
👉 [Download Full Assignment PDF Above]
Includes screenshots, ranking tables, keyword maps, and prioritised action items.
Description -
📍 Background
Connemara Brewing Company, an Irish craft brewery, needed deeper insights into their digital performance. As part of a university-led client audit, I was tasked with conducting a comprehensive evaluation of their website’s effectiveness in terms of user experience (UX), SEO, technical performance, and conversion capabilities.
The company is known for small-batch, locally sourced beers — but its digital footprint and discoverability were not reflecting the brand’s quality. My goal was to diagnose performance gaps and create a roadmap for stronger search visibility, higher user engagement, and improved conversion rates.
🚨 The Challenge
• Website ranked poorly for most high-volume, relevant keywords (SEO visibility: 3.5/10)
• No blog or content hub to support search engine rankings (Content Freshness Score: 0/6)
• Slow mobile performance and inconsistent contrast in visual UI affected accessibility
• Weak internal linking structure and few inbound backlinks (Link Popularity Score: 0.75/3)
• No structured conversion tracking or optimization of micro/macro journeys
The challenge was to evaluate these technical, on-page, and strategic gaps and present evidence-backed recommendations to elevate the brand’s online performance.
🧠 Strategy & Solution-
🔍 Website & UX Audit
• Assessed layout, product hierarchy, CTAs, and page design based on user behavior principles
• Evaluated visual consistency, brand tone, and trust-building elements (e.g., contact info, story page)
• Reviewed ecommerce flow for friction points in the shopping and tour booking experiences
🔧 SEO & Technical Review
• Conducted keyword ranking analysis using Ubersuggest, SEMrush, and Google Search Console
• Evaluated sitemap, robots.txt, schema markup, and mobile-friendliness
• Ran speed tests and technical diagnostics for Core Web Vitals, text-to-HTML ratio, and metadata structure
• Mapped current keyword strategy vs. missed high-intent terms like “Irish craft beer,” “Galway brewery,” “Connemara ale,” etc.
📐 Benchmarking & Best Practices
• Compared Connemara’s website against industry players like Rye River Brewing and Carlow Brewing.
• Integrated global UX inspirations from Amazon, IKEA, ASOS, and Apple for best-in-class CRO strategies.
• Outlined SEO frameworks based on Moz and Google’s E-E-A-T and Schema standards.
📈 Results (Diagnostic Phase)
Metric Outcome / Finding
SEO Visibility Score 3.5/10 – Most strategic keywords underperforming
Content Freshness Score 0/6 – No blog, no recent content updates
Technical SEO Score 4/5 – Good sitemap, robots.txt, rich result eligibility
On-Page SEO Score 3.5/5 – Optimized metadata, weak headings & internal links
Link Popularity 0.75/3 – Very low external domain references
Domain Credibility Score 3.5/5 – .com domain, secure, canonical, but expiring soon
✅ Key Recommendations
• Launch a content hub/blog to support SEO, thought leadership, and engagement
• Focus on high-intent local and product-based keywords for meta tags, H1s, and image alt text
• Improve site speed and mobile usability by compressing images, streamlining code, and fixing color contrast issues
• Establish internal linking structure and backlink partnerships to increase domain authority
• Create micro-conversions like newsletter sign-ups, social shares, and promo pop-ups to strengthen funnel.
🧰 Tools & Technologies Used
SEO Auditing • Technical Diagnostics • User Journey Mapping • CRO Strategy • Competitor Benchmarking • SEO Tool Mastery (SEMrush, Ubersuggest) • Web Analytics
Explore the full 20+ page diagnostic report with SEO scores, UX visuals, and tactical insights tailored to Connemara Brewing's digital strategy.
👉 [Download Full Assignment PDF Above]
Includes screenshots, ranking tables, keyword maps, and prioritised action items.
Description -
📍 Background
Connemara Brewing Company, an Irish craft brewery, needed deeper insights into their digital performance. As part of a university-led client audit, I was tasked with conducting a comprehensive evaluation of their website’s effectiveness in terms of user experience (UX), SEO, technical performance, and conversion capabilities.
The company is known for small-batch, locally sourced beers — but its digital footprint and discoverability were not reflecting the brand’s quality. My goal was to diagnose performance gaps and create a roadmap for stronger search visibility, higher user engagement, and improved conversion rates.
🚨 The Challenge
• Website ranked poorly for most high-volume, relevant keywords (SEO visibility: 3.5/10)
• No blog or content hub to support search engine rankings (Content Freshness Score: 0/6)
• Slow mobile performance and inconsistent contrast in visual UI affected accessibility
• Weak internal linking structure and few inbound backlinks (Link Popularity Score: 0.75/3)
• No structured conversion tracking or optimization of micro/macro journeys
The challenge was to evaluate these technical, on-page, and strategic gaps and present evidence-backed recommendations to elevate the brand’s online performance.
🧠 Strategy & Solution-
🔍 Website & UX Audit
• Assessed layout, product hierarchy, CTAs, and page design based on user behavior principles
• Evaluated visual consistency, brand tone, and trust-building elements (e.g., contact info, story page)
• Reviewed ecommerce flow for friction points in the shopping and tour booking experiences
🔧 SEO & Technical Review
• Conducted keyword ranking analysis using Ubersuggest, SEMrush, and Google Search Console
• Evaluated sitemap, robots.txt, schema markup, and mobile-friendliness
• Ran speed tests and technical diagnostics for Core Web Vitals, text-to-HTML ratio, and metadata structure
• Mapped current keyword strategy vs. missed high-intent terms like “Irish craft beer,” “Galway brewery,” “Connemara ale,” etc.
📐 Benchmarking & Best Practices
• Compared Connemara’s website against industry players like Rye River Brewing and Carlow Brewing.
• Integrated global UX inspirations from Amazon, IKEA, ASOS, and Apple for best-in-class CRO strategies.
• Outlined SEO frameworks based on Moz and Google’s E-E-A-T and Schema standards.
📈 Results (Diagnostic Phase)
Metric Outcome / Finding
SEO Visibility Score 3.5/10 – Most strategic keywords underperforming
Content Freshness Score 0/6 – No blog, no recent content updates
Technical SEO Score 4/5 – Good sitemap, robots.txt, rich result eligibility
On-Page SEO Score 3.5/5 – Optimized metadata, weak headings & internal links
Link Popularity 0.75/3 – Very low external domain references
Domain Credibility Score 3.5/5 – .com domain, secure, canonical, but expiring soon
✅ Key Recommendations
• Launch a content hub/blog to support SEO, thought leadership, and engagement
• Focus on high-intent local and product-based keywords for meta tags, H1s, and image alt text
• Improve site speed and mobile usability by compressing images, streamlining code, and fixing color contrast issues
• Establish internal linking structure and backlink partnerships to increase domain authority
• Create micro-conversions like newsletter sign-ups, social shares, and promo pop-ups to strengthen funnel.
🧰 Tools & Technologies Used
SEO Auditing • Technical Diagnostics • User Journey Mapping • CRO Strategy • Competitor Benchmarking • SEO Tool Mastery (SEMrush, Ubersuggest) • Web Analytics
💼 Case Study: Website Rebuild & Performance Optimization – Consultadd Inc.
📍 Background
Consultadd Inc., a U.S.-based tech consulting and staffing firm, faced a critical marketing roadblock: a newly redesigned corporate website—delivered by an external agency—was underperforming drastically. Despite its modern aesthetic, the site suffered from poor technical foundations, broken mobile usability, and zero lead generation capabilities.
The website's slow performance, high bounce rate, and technical SEO issues not only hurt visibility on search engines but also damaged user trust and brand perception. I was brought in to lead a full-scale recovery and rebuild of the digital experience, from discovery to deployment.
🚨 The Challenge
The website was not just ineffective — it was actively costing Consultadd leads and credibility. The key issues identified during the discovery audit included:
• ❌ Failed Core Web Vitals: Cumulative Layout Shift (CLS), Largest Contentful Paint (LCP), and Time to Interactive (TTI) all below standards
• 📉 High Bounce Rates: Over 70% bounce on mobile pages
• 🐌 Slow Load Times: Mobile loading over 6.5 seconds on average
• 🔍 SEO Technical Debt: Missing alt tags, poorly structured metadata, broken internal links, and no sitemap
• 💸 Lead Leakage: No conversion funnels, unclear CTAs, and no HubSpot CRM integration
• 🔁 Content Confusion: Cluttered navigation and unclear information hierarchy caused friction across user journeys
The project required not just a redesign but a conversion-driven rebuild with measurable performance goals
🧠 Strategy & Solution
The goal was to transform the broken site into a fast, user-focused, and conversion-ready platform.
🔍 Phase 1: Discovery & Planning
• Performed a comprehensive SEO and UX audit using Google Lighthouse, PageSpeed Insights, SEMrush, and Screaming Frog
• Mapped out user behavior flows and engagement drop-offs via heatmaps and session recordings
• Collaborated with leadership to align KPIs around speed, retention, and lead generation
🔧 Phase 2: Execution & Optimization
Web Development & UX Fixes:
• Partnered with a new dev team to implement a mobile-first, fully responsive design
• Streamlined page architecture for easier navigation and clearer service segmentation
• Designed modular, high-converting landing pages with bold CTAs and short inquiry forms
• Built mobile UX standards using accessible fonts, CTA spacing, and improved load prioritization
Technical SEO & Performance:
• Fixed render-blocking JavaScript and enabled lazy loading
• Compressed and optimized all media assets and removed unused CSS
• Structured on-page SEO (title tags, schema, image alts, internal linking strategy)
• Set up a clean XML sitemap and robots.txt, submitted to Google Search Console
Analytics & Funnel Integration:
• Integrated Google Analytics 4 (GA4), Google Tag Manager (GTM), and HubSpot to track form submissions, CTA clicks, and scroll depth
• Mapped out user journeys and set up conversion tracking dashboards for real-time funnel insights
📈 Results (Pre-Launch)
The rebuilt site demonstrated clear improvements across all core metrics even before the official launch:
- ✅ Core Web Vitals: Passed on both desktop and mobile
- ⏱️ Mobile load time improved by 40% (6.5s → 3.9s)
- 🔻 Bounce rate dropped from 70% to 55%
- 📈 Organic visibility improved due to structured SEO fixes
- 🧲 Fully functional lead capture system deployed via HubSpot
- 📊 30+ pages optimized and submitted for indexing (from 6 broken URLs previously)
✅ Final Outcome
The redesigned website created a high-performance foundation for Consultadd’s digital marketing strategy. With faster load times, streamlined content, and full conversion tracking, the platform became campaign-ready and scalable — supporting service pages, ad traffic, and SEO all in one ecosystem.
This project demonstrated how a data-led rebuild can transform a non-functional website into a revenue-generating digital asset — aligned with both brand and business goals.
🧰 Tools & Technologies Used
• Performance & UX: Google Lighthouse, PageSpeed Insights, Screaming Frog, Hotjar
• SEO & Content: SEMrush, Yoast SEO (CMS-based), Google Search Console
• Analytics & Tracking: GA4, Google Tag Manager, HubSpot CRM
• Design & Dev: Figma (UX Wireframing), Developer Handoff, Mobile-First HTML/CSS
Consultadd Inc., a U.S.-based tech consulting and staffing firm, faced a critical marketing roadblock: a newly redesigned corporate website—delivered by an external agency—was underperforming drastically. Despite its modern aesthetic, the site suffered from poor technical foundations, broken mobile usability, and zero lead generation capabilities.
The website's slow performance, high bounce rate, and technical SEO issues not only hurt visibility on search engines but also damaged user trust and brand perception. I was brought in to lead a full-scale recovery and rebuild of the digital experience, from discovery to deployment.
🚨 The Challenge
The website was not just ineffective — it was actively costing Consultadd leads and credibility. The key issues identified during the discovery audit included:
• ❌ Failed Core Web Vitals: Cumulative Layout Shift (CLS), Largest Contentful Paint (LCP), and Time to Interactive (TTI) all below standards
• 📉 High Bounce Rates: Over 70% bounce on mobile pages
• 🐌 Slow Load Times: Mobile loading over 6.5 seconds on average
• 🔍 SEO Technical Debt: Missing alt tags, poorly structured metadata, broken internal links, and no sitemap
• 💸 Lead Leakage: No conversion funnels, unclear CTAs, and no HubSpot CRM integration
• 🔁 Content Confusion: Cluttered navigation and unclear information hierarchy caused friction across user journeys
The project required not just a redesign but a conversion-driven rebuild with measurable performance goals
🧠 Strategy & Solution
The goal was to transform the broken site into a fast, user-focused, and conversion-ready platform.
🔍 Phase 1: Discovery & Planning
• Performed a comprehensive SEO and UX audit using Google Lighthouse, PageSpeed Insights, SEMrush, and Screaming Frog
• Mapped out user behavior flows and engagement drop-offs via heatmaps and session recordings
• Collaborated with leadership to align KPIs around speed, retention, and lead generation
🔧 Phase 2: Execution & Optimization
Web Development & UX Fixes:
• Partnered with a new dev team to implement a mobile-first, fully responsive design
• Streamlined page architecture for easier navigation and clearer service segmentation
• Designed modular, high-converting landing pages with bold CTAs and short inquiry forms
• Built mobile UX standards using accessible fonts, CTA spacing, and improved load prioritization
Technical SEO & Performance:
• Fixed render-blocking JavaScript and enabled lazy loading
• Compressed and optimized all media assets and removed unused CSS
• Structured on-page SEO (title tags, schema, image alts, internal linking strategy)
• Set up a clean XML sitemap and robots.txt, submitted to Google Search Console
Analytics & Funnel Integration:
• Integrated Google Analytics 4 (GA4), Google Tag Manager (GTM), and HubSpot to track form submissions, CTA clicks, and scroll depth
• Mapped out user journeys and set up conversion tracking dashboards for real-time funnel insights
📈 Results (Pre-Launch)
The rebuilt site demonstrated clear improvements across all core metrics even before the official launch:
- ✅ Core Web Vitals: Passed on both desktop and mobile
- ⏱️ Mobile load time improved by 40% (6.5s → 3.9s)
- 🔻 Bounce rate dropped from 70% to 55%
- 📈 Organic visibility improved due to structured SEO fixes
- 🧲 Fully functional lead capture system deployed via HubSpot
- 📊 30+ pages optimized and submitted for indexing (from 6 broken URLs previously)
✅ Final Outcome
The redesigned website created a high-performance foundation for Consultadd’s digital marketing strategy. With faster load times, streamlined content, and full conversion tracking, the platform became campaign-ready and scalable — supporting service pages, ad traffic, and SEO all in one ecosystem.
This project demonstrated how a data-led rebuild can transform a non-functional website into a revenue-generating digital asset — aligned with both brand and business goals.
🧰 Tools & Technologies Used
• Performance & UX: Google Lighthouse, PageSpeed Insights, Screaming Frog, Hotjar
• SEO & Content: SEMrush, Yoast SEO (CMS-based), Google Search Console
• Analytics & Tracking: GA4, Google Tag Manager, HubSpot CRM
• Design & Dev: Figma (UX Wireframing), Developer Handoff, Mobile-First HTML/CSS
🧑💻 Case Study: Webinar Campaign – Hyperflex
📍 Background
As part of Hyperflex’s strategic push to promote its digital transformation solutions built on the Elastic Stack, I was responsible for designing and leading a full-funnel webinar campaign aimed at attracting a technical audience — specifically IT managers, DevOps teams, and enterprise architects. The challenge was to translate complex observability and search capabilities into digestible, engaging webinar content that could not only educate but also generate qualified leads and brand trust.
🎯 Campaign Objectives
- Educate IT and DevOps professionals about real-world use cases of the Elastic Stack
- Establish Hyperflex as a thought leader in digital transformation and observability
- Generate high-quality leads and drive sales engagement through post-event workflows
- Enhance SEO performance and content longevity through repurposed webinar assets
🛠️ Strategy & Execution
1. Topic Development & Internal Collaboration
I worked closely with internal subject matter experts to identify four key themes aligned with customer challenges and Elastic’s offerings:
- Elastic Agent & Fleet: Unified data collection
- Kibana Dashboards: Data visualization and storytelling
- Enterprise App Search: Internal search scalability
- SIEM with Elastic: Enhancing security operations
Each session included live demos and focused on practical use cases to make content actionable.
2. SEO & Funnel Design
Designed SEO-optimized registration funnels using HubSpot, informed by SEMrush keyword research. Landing pages featured clear CTAs, speaker info, and UTM tracking for attribution.
3. Promotion Channels
- Email Sequences: Multi-touch workflows (invite, reminder, recap)
- LinkedIn Ads: Sponsored content targeting IT roles across EMEA & North America
- Organic Social: Speaker promotions and animated clips via Canva
4. Webinar Execution
Hosted via Zoom Webinars. I managed speaker prep, live moderation, audience polling, and session recording for repurposing as gated assets.
📈 Results & Key Metrics
- Total Signups: 280+
- Live Attendance: 150+ (~54%)
- High-Quality Leads Sent to Sales: 12
- Post-Webinar Email Engagement: 34%
- Demo & Recording Requests: Initiated by attendees
- Content Longevity: Recordings used as gated lead gen assets
✅ Key Takeaways
The campaign highlighted my ability to run end-to-end B2B marketing efforts — from topic curation to lead delivery. Strategic alignment between content and customer pain points led to stronger engagement. The use of evergreen content extended ROI and supported Hyperflex’s ABM efforts.
🧰 Tools Used
HubSpot, SEMrush, Google Analytics, LinkedIn Ads, Zoom Webinars, Canva, Elastic Stack
As part of Hyperflex’s strategic push to promote its digital transformation solutions built on the Elastic Stack, I was responsible for designing and leading a full-funnel webinar campaign aimed at attracting a technical audience — specifically IT managers, DevOps teams, and enterprise architects. The challenge was to translate complex observability and search capabilities into digestible, engaging webinar content that could not only educate but also generate qualified leads and brand trust.
🎯 Campaign Objectives
- Educate IT and DevOps professionals about real-world use cases of the Elastic Stack
- Establish Hyperflex as a thought leader in digital transformation and observability
- Generate high-quality leads and drive sales engagement through post-event workflows
- Enhance SEO performance and content longevity through repurposed webinar assets
🛠️ Strategy & Execution
1. Topic Development & Internal Collaboration
I worked closely with internal subject matter experts to identify four key themes aligned with customer challenges and Elastic’s offerings:
- Elastic Agent & Fleet: Unified data collection
- Kibana Dashboards: Data visualization and storytelling
- Enterprise App Search: Internal search scalability
- SIEM with Elastic: Enhancing security operations
Each session included live demos and focused on practical use cases to make content actionable.
2. SEO & Funnel Design
Designed SEO-optimized registration funnels using HubSpot, informed by SEMrush keyword research. Landing pages featured clear CTAs, speaker info, and UTM tracking for attribution.
3. Promotion Channels
- Email Sequences: Multi-touch workflows (invite, reminder, recap)
- LinkedIn Ads: Sponsored content targeting IT roles across EMEA & North America
- Organic Social: Speaker promotions and animated clips via Canva
4. Webinar Execution
Hosted via Zoom Webinars. I managed speaker prep, live moderation, audience polling, and session recording for repurposing as gated assets.
📈 Results & Key Metrics
- Total Signups: 280+
- Live Attendance: 150+ (~54%)
- High-Quality Leads Sent to Sales: 12
- Post-Webinar Email Engagement: 34%
- Demo & Recording Requests: Initiated by attendees
- Content Longevity: Recordings used as gated lead gen assets
✅ Key Takeaways
The campaign highlighted my ability to run end-to-end B2B marketing efforts — from topic curation to lead delivery. Strategic alignment between content and customer pain points led to stronger engagement. The use of evergreen content extended ROI and supported Hyperflex’s ABM efforts.
🧰 Tools Used
HubSpot, SEMrush, Google Analytics, LinkedIn Ads, Zoom Webinars, Canva, Elastic Stack
🎮 Case Study: “Flood-It” – Mobile Gaming Analytics & Growth Strategy.
📍 Background
Flood-It is a colour-based puzzle game by Pixel Labs, known for its simplicity and addictiveness. Despite a loyal user base and high app store visibility, the game faced stagnant growth, high drop-off at early levels, and suboptimal monetization.
Across two academic modules, I performed a complete GA4-backed analytics audit and later presented a strategic improvement plan to elevate user engagement, revenue, and global market expansion. The project spanned user behaviour analysis, monetization diagnostics, UX evaluation, and a forward-facing marketing playbook.
🚨 The Challenge
• 📉 High level drop-off: Large user decline between Level Start and Level End
• 💸 Unoptimized monetization: Limited IAP options, non-contextual ads, and no dynamic pricing
• 🧩 Poor retention: Inconsistent cohort return and low long-term user lifetime value
• 🌍 Limited global adaptation: English-only UI, no regionalized offers or gameplay customization
• 📱 Tech stack fragmentation: Underperformance on Android devices (80% of user base)
The objective was to identify data-driven weaknesses and propose viable, scalable strategies for long-term growth.
🧠 Strategy & Solution
🔍 Analytics & GA4 Insights
• Monitored real-time traffic, device type, region, session duration, and LTV
• Identified drop-off funnel issues using event conversion charts (e.g., Level Start → Level End)
• Segmented users by platform, browser, screen size, and app version to spot underperformance
• Tracked in-app purchase frequency, ad exposure, and player lifetime value
🔧 Strategic Proposal: Key Levers
1. User Engagement & Retention
• Personalized gameplay through machine learning difficulty scaling
• Built a community-first content roadmap (tournaments, shout-outs, UGC integrations)
• Redesigned onboarding with gamified tutorials + instant rewards.
2. Monetization Optimization
• Introduced dynamic pricing based on region, engagement, and LTV
• Placed rewarded ads at natural gameplay pauses
• Built a tiered IAP structure tied to progress, urgency, and seasonal offers
3. Market Reach Expansion
• Deployed influencer marketing campaigns via Twitch, YouTube Shorts, and TikTok
• Localized game content, event names, and character themes to appeal across cultures
• Proposed lite version for low-bandwidth markets with micro-monetization mechanics
4. Technical Enhancements & Feedback Loop
• Prioritized Android optimization (screen scaling, performance tuning, crash resolution)
• Added in-app feedback loops for bug reports and gameplay suggestions
• Instituted beta group testing for all future feature rollouts
📐 Benchmarking & Best Practices
• Compared Connemara’s website against industry players like Rye River Brewing and Carlow Brewing
• Integrated global UX inspirations from Amazon, IKEA, ASOS, and Apple for best-in-class CRO strategies
• Outlined SEO frameworks based on Moz and Google’s E-E-A-T and Schema standards
📈 Outcomes (Simulated / Recommendation Phase)
• Retention & LTV: Expected a 15–25% increase through personalized gameplay experiences and rewards-based onboarding strategies.
• Revenue Uplift: Anticipated improvement in ARPU by implementing dynamic pricing models and integrating contextual advertising.
• Platform Performance: Enhanced Android performance aimed at reducing churn and increasing session durations.
• Global Downloads: Projected 20–30% growth through localization efforts and targeted influencer marketing campaigns.
• Community Engagement: Higher daily active users (DAUs) expected through the addition of social features, user-generated content loops, and integrated feedback systems.
✅ Key Takeaways
• Strong data storytelling transforms static metrics into actionable marketing insights
• Monetization needs to balance user value and brand economics — not just volume
• Localization, even beyond language, is key to app stickiness in global markets
• Games grow when they act more like communities, not just products.
🧰 Skills Showcased
GA4 & App Analytics • Mobile Game UX • Strategic Planning • User Retention Modeling • IAP & Ad Monetization Strategy • Market Localization • Performance Optimization • Presentation Design
Flood-It is a colour-based puzzle game by Pixel Labs, known for its simplicity and addictiveness. Despite a loyal user base and high app store visibility, the game faced stagnant growth, high drop-off at early levels, and suboptimal monetization.
Across two academic modules, I performed a complete GA4-backed analytics audit and later presented a strategic improvement plan to elevate user engagement, revenue, and global market expansion. The project spanned user behaviour analysis, monetization diagnostics, UX evaluation, and a forward-facing marketing playbook.
🚨 The Challenge
• 📉 High level drop-off: Large user decline between Level Start and Level End
• 💸 Unoptimized monetization: Limited IAP options, non-contextual ads, and no dynamic pricing
• 🧩 Poor retention: Inconsistent cohort return and low long-term user lifetime value
• 🌍 Limited global adaptation: English-only UI, no regionalized offers or gameplay customization
• 📱 Tech stack fragmentation: Underperformance on Android devices (80% of user base)
The objective was to identify data-driven weaknesses and propose viable, scalable strategies for long-term growth.
🧠 Strategy & Solution
🔍 Analytics & GA4 Insights
• Monitored real-time traffic, device type, region, session duration, and LTV
• Identified drop-off funnel issues using event conversion charts (e.g., Level Start → Level End)
• Segmented users by platform, browser, screen size, and app version to spot underperformance
• Tracked in-app purchase frequency, ad exposure, and player lifetime value
🔧 Strategic Proposal: Key Levers
1. User Engagement & Retention
• Personalized gameplay through machine learning difficulty scaling
• Built a community-first content roadmap (tournaments, shout-outs, UGC integrations)
• Redesigned onboarding with gamified tutorials + instant rewards.
2. Monetization Optimization
• Introduced dynamic pricing based on region, engagement, and LTV
• Placed rewarded ads at natural gameplay pauses
• Built a tiered IAP structure tied to progress, urgency, and seasonal offers
3. Market Reach Expansion
• Deployed influencer marketing campaigns via Twitch, YouTube Shorts, and TikTok
• Localized game content, event names, and character themes to appeal across cultures
• Proposed lite version for low-bandwidth markets with micro-monetization mechanics
4. Technical Enhancements & Feedback Loop
• Prioritized Android optimization (screen scaling, performance tuning, crash resolution)
• Added in-app feedback loops for bug reports and gameplay suggestions
• Instituted beta group testing for all future feature rollouts
📐 Benchmarking & Best Practices
• Compared Connemara’s website against industry players like Rye River Brewing and Carlow Brewing
• Integrated global UX inspirations from Amazon, IKEA, ASOS, and Apple for best-in-class CRO strategies
• Outlined SEO frameworks based on Moz and Google’s E-E-A-T and Schema standards
📈 Outcomes (Simulated / Recommendation Phase)
• Retention & LTV: Expected a 15–25% increase through personalized gameplay experiences and rewards-based onboarding strategies.
• Revenue Uplift: Anticipated improvement in ARPU by implementing dynamic pricing models and integrating contextual advertising.
• Platform Performance: Enhanced Android performance aimed at reducing churn and increasing session durations.
• Global Downloads: Projected 20–30% growth through localization efforts and targeted influencer marketing campaigns.
• Community Engagement: Higher daily active users (DAUs) expected through the addition of social features, user-generated content loops, and integrated feedback systems.
✅ Key Takeaways
• Strong data storytelling transforms static metrics into actionable marketing insights
• Monetization needs to balance user value and brand economics — not just volume
• Localization, even beyond language, is key to app stickiness in global markets
• Games grow when they act more like communities, not just products.
🧰 Skills Showcased
GA4 & App Analytics • Mobile Game UX • Strategic Planning • User Retention Modeling • IAP & Ad Monetization Strategy • Market Localization • Performance Optimization • Presentation Design
📣 Inbound Marketing & Content Strategy Case Study Portwest (USA Market)
👉 Want to explore the full strategic breakdown?
Click above to view the original assignment PDF
_______________________________________
📍 Background
Portwest, a global manufacturer of high-performance workwear and PPE, is expanding its presence in the U.S. market. My role as a digital strategist was to craft an inbound marketing strategy and execute a lead generation campaign tailored to industrial buyers—ranging from manufacturing engineers to safety heads.
🎯 Objectives
• Understand Portwest’s U.S.-based B2B and B2C personas
• Map the digital buyer journey in a safety compliance-focused industry
• Develop a full-funnel content marketing strategy
• Create real lead generation assets: emails, blogs, landing pages
• Track KPIs to support traffic, engagement, and conversion goals
👥 Personas & Buyer Journey
🚒 B2C Persona: Manufacturing Engineer (“Ethan Hunt”)
• Needs: Comfort, safety certification, affordability
• Pain points: Heavy gear, poor fit, frequent replacement
🛡️ B2B Persona: Safety Manager (“Gabriel Macht”)
• Needs: OSHA compliance, vendor trust, budget control
• Pain points: Regulatory changes, repetitive purchases, staff training
Mapped Buyer Journey (for B2B): - Awareness: Safety audit reports reveal non-compliance.
Consideration: Compares vendors, reviews testimonials, seeks cost breakdowns.
Decision: Requests quotes, evaluates supplier onboarding support.
🔍 Social Listening Insights
• Amazon Reviews: 80% 4+ star feedback on Steelite safety boots
• Pros: Comfort, durability
• Cons: Slightly heavy (steel toes)
• Instagram: High engagement with reels, but limited product education
Opportunity: Emphasize comfort/durability in marketing; address weight concerns in product design or messaging.
🌎 Competitor Research
• Dickies: UGC + storytelling builds emotional connection
• Tranemo: Thought leadership via case studies + whitepapers
• Blaklader: Certification-focused education & brand partnerships (Red Bull, IHF)
Recommendation for Portwest: Blend UGC authenticity with technical credibility. Position as a compliance-forward yet user-friendly brand.
📅 Content Strategy Highlights
The campaign included a structured content plan to target various stages of the buyer journey. Educational blogs were published weekly to support SEO and build thought leadership. Product reels were created weekly to deliver visual content for decision-stage buyers. Webinars were hosted monthly to drive lead generation and showcase industry expertise. Safety tips were shared bi-weekly to boost engagement and establish authority, while compliance kits were distributed bi-weekly via email as gated downloadable assets to capture leads.
KPI Goals: - +20% website traffic - +10% conversion on brochure form - +15% content impressions - +100+ leads from webinar signups
📧 Email & Blog Campaign Breakdown
Email Campaign
• Offer: Download the “Next-Gen Safety Gear” e-Brochure
• CTA: Link to gated landing page
• Lead Capture: Email + role segmentation
Blog 1: “Safety Tips for Manufacturing Success”
• Focus on culture, training, communication
• CTA: Webinar invite for safety leaders
Blog 2: “Selecting the Right Safety Gear”
• Focus on comfort, fit, compliance
• CTA: Download full brochure (lead magnet)
✅ Final Outcome & Takeaways
This case study exemplifies a comprehensive, insight-driven approach to inbound marketing and B2B content strategy. By aligning persona research with channel-specific tactics, the campaign successfully demonstrated how strategic content planning can drive awareness, engagement, and lead generation within a compliance-focused industry.
From mapping buyer journeys and conducting social listening to deploying gated content and SEO blogs, the project showcases a full-funnel execution model backed by measurable KPIs. The deliverables—ranging from e-brochures and email campaigns to webinars and blog content—can be readily adapted for live implementation in industrial and safetywear sectors, serving as a blueprint for scalable digital growth.
Tools Used: Canva | SEMrush | HubSpot | LinkedIn | Turnitin | Google Analytics
Click above to view the original assignment PDF
_______________________________________
📍 Background
Portwest, a global manufacturer of high-performance workwear and PPE, is expanding its presence in the U.S. market. My role as a digital strategist was to craft an inbound marketing strategy and execute a lead generation campaign tailored to industrial buyers—ranging from manufacturing engineers to safety heads.
🎯 Objectives
• Understand Portwest’s U.S.-based B2B and B2C personas
• Map the digital buyer journey in a safety compliance-focused industry
• Develop a full-funnel content marketing strategy
• Create real lead generation assets: emails, blogs, landing pages
• Track KPIs to support traffic, engagement, and conversion goals
👥 Personas & Buyer Journey
🚒 B2C Persona: Manufacturing Engineer (“Ethan Hunt”)
• Needs: Comfort, safety certification, affordability
• Pain points: Heavy gear, poor fit, frequent replacement
🛡️ B2B Persona: Safety Manager (“Gabriel Macht”)
• Needs: OSHA compliance, vendor trust, budget control
• Pain points: Regulatory changes, repetitive purchases, staff training
Mapped Buyer Journey (for B2B): - Awareness: Safety audit reports reveal non-compliance.
Consideration: Compares vendors, reviews testimonials, seeks cost breakdowns.
Decision: Requests quotes, evaluates supplier onboarding support.
🔍 Social Listening Insights
• Amazon Reviews: 80% 4+ star feedback on Steelite safety boots
• Pros: Comfort, durability
• Cons: Slightly heavy (steel toes)
• Instagram: High engagement with reels, but limited product education
Opportunity: Emphasize comfort/durability in marketing; address weight concerns in product design or messaging.
🌎 Competitor Research
• Dickies: UGC + storytelling builds emotional connection
• Tranemo: Thought leadership via case studies + whitepapers
• Blaklader: Certification-focused education & brand partnerships (Red Bull, IHF)
Recommendation for Portwest: Blend UGC authenticity with technical credibility. Position as a compliance-forward yet user-friendly brand.
📅 Content Strategy Highlights
The campaign included a structured content plan to target various stages of the buyer journey. Educational blogs were published weekly to support SEO and build thought leadership. Product reels were created weekly to deliver visual content for decision-stage buyers. Webinars were hosted monthly to drive lead generation and showcase industry expertise. Safety tips were shared bi-weekly to boost engagement and establish authority, while compliance kits were distributed bi-weekly via email as gated downloadable assets to capture leads.
KPI Goals: - +20% website traffic - +10% conversion on brochure form - +15% content impressions - +100+ leads from webinar signups
📧 Email & Blog Campaign Breakdown
Email Campaign
• Offer: Download the “Next-Gen Safety Gear” e-Brochure
• CTA: Link to gated landing page
• Lead Capture: Email + role segmentation
Blog 1: “Safety Tips for Manufacturing Success”
• Focus on culture, training, communication
• CTA: Webinar invite for safety leaders
Blog 2: “Selecting the Right Safety Gear”
• Focus on comfort, fit, compliance
• CTA: Download full brochure (lead magnet)
✅ Final Outcome & Takeaways
This case study exemplifies a comprehensive, insight-driven approach to inbound marketing and B2B content strategy. By aligning persona research with channel-specific tactics, the campaign successfully demonstrated how strategic content planning can drive awareness, engagement, and lead generation within a compliance-focused industry.
From mapping buyer journeys and conducting social listening to deploying gated content and SEO blogs, the project showcases a full-funnel execution model backed by measurable KPIs. The deliverables—ranging from e-brochures and email campaigns to webinars and blog content—can be readily adapted for live implementation in industrial and safetywear sectors, serving as a blueprint for scalable digital growth.
Tools Used: Canva | SEMrush | HubSpot | LinkedIn | Turnitin | Google Analytics
🚕 Case Study: GoEasy Transfers – Redefining Travel Bookings in Ireland
📍 Background
GoEasy Transfers is an Ireland-based transportation company offering airport transfers, business travel, and custom tours. Although known for its reliable service, the brand faced several obstacles: low brand visibility among international travelers, dependency on third-party booking platforms, and poor conversion from online channels.
This project — submitted as Siddhant’s MSc Digital Marketing final assignment — aimed to address these issues through comprehensive market research, a brand positioning audit, and detailed strategic recommendations across web, social, and partnership channels.
🚨 The Challenge
1. Low brand recognition in key inbound tourism markets (US, UK, EU)
2. Over-reliance on third-party platforms for bookings, reducing margins
3. An outdated website with friction-heavy UX and no CRM integration
4. Lack of consistent content marketing or paid media outreach
5. Minimal digital engagement with travelers during their research phase
🧠 Research & Methodology
📌 1. Market Landscape Analysis
Used secondary research (Statista, IBISWorld, TFI) to assess taxi demand, digital trends, and behavioral shifts. Ireland’s taxi market was forecast to grow at 5.4% CAGR but faced regulatory bottlenecks and peak-time shortages.
📌 2. Competitive Benchmarking
Mapped GoEasy’s services and digital presence against Free Now, Uber, Lynk Taxis, and Dublin Airport Taxi. Built a competitor table comparing UX, app capability, loyalty programs, pricing, and branding.
📌 3. Customer Profiling
Defined two primary personas — business travelers and international tourists — and conducted behavioral segmentation based on trip purpose, digital behavior, and service needs.
📌 4. SWOT, PESTEL, and STP Modeling
Completed 360° analysis of strengths, weaknesses, external threats (regulatory lockups, competition), and mapped segmentation, targeting, and value positioning strategy using marketing frameworks.
🎯 Strategy & Execution
🖥️ Website Revamp (Budget: €5,000)
Phases:
• Audit & UX Planning (Months 1–3): €1,250
↳ Identified pain points in navigation, mobile responsiveness, and call-to-action placement
• Development & Testing (Months 4–6): €1,500
↳ Implemented live chat, mobile-first redesign, custom booking engine
• SEO & Content (Months 7–9): €1,250
↳ On-page keyword optimization, new blog, multilingual content
• Launch & Feedback Loop (Months 10–12): €1,000
↳ Integrated feedback forms, GA4 tracking, and periodic optimization
Key KPIs:
✔ 30% increase in organic traffic
✔ 2% conversion rate from site visitors
✔ Mobile satisfaction rating ≥ 4.5/5
📣 Social Media Campaign (Budget: €5,000)
Phases:
• Research & Planning (Q1): €1,250
↳ Audience analysis via surveys (US/UK/EU travelers)
• Campaign Launch (Q2): €1,500
↳ Targeted ads on Instagram/Facebook with A/B tested visuals
• Influencer & Partner Activation (Q3): €1,250
↳ Collaborations with 10 travel creators, 5 tourism board deals
• Optimization & Reporting (Q4): €1,000
↳ GA4-driven performance review and retargeting adjustments
Expected Outcomes:
✔ 100,000+ video views
✔ 5% engagement rate on social
✔ 25%+ growth in international bookings
💡 Key Strategic Recommendations
1. Market Differentiation: Position GoEasy as a premium, personalized transport brand — not just another taxi firm
2. Direct Engagement: Drive conversions through a first-party CRM and multilingual UX
3. Paid + Organic: Pair seasonal ad campaigns with long-term SEO content to reduce CAC
4. Ecosystem Partnerships: Co-branded offers with airlines, hotels, and city tourism boards to build awareness
📈 Results (Post-Strategy)
While implementation extended beyond the academic timeline, GoEasy adopted core recommendations such as blog-based SEO, CRM-integrated follow-up, and seasonal paid campaigns. Metrics like CTRs, bounce rates, and direct booking share showed steady quarterly improvement in subsequent tracking.
🧰 Skills Showcased
Marketing Strategy • STP & SWOT Analysis • Website UX Planning • Paid Media Execution • Digital Research • Social Media Analytics • CRM and Conversion Optimization
GoEasy Transfers is an Ireland-based transportation company offering airport transfers, business travel, and custom tours. Although known for its reliable service, the brand faced several obstacles: low brand visibility among international travelers, dependency on third-party booking platforms, and poor conversion from online channels.
This project — submitted as Siddhant’s MSc Digital Marketing final assignment — aimed to address these issues through comprehensive market research, a brand positioning audit, and detailed strategic recommendations across web, social, and partnership channels.
🚨 The Challenge
1. Low brand recognition in key inbound tourism markets (US, UK, EU)
2. Over-reliance on third-party platforms for bookings, reducing margins
3. An outdated website with friction-heavy UX and no CRM integration
4. Lack of consistent content marketing or paid media outreach
5. Minimal digital engagement with travelers during their research phase
🧠 Research & Methodology
📌 1. Market Landscape Analysis
Used secondary research (Statista, IBISWorld, TFI) to assess taxi demand, digital trends, and behavioral shifts. Ireland’s taxi market was forecast to grow at 5.4% CAGR but faced regulatory bottlenecks and peak-time shortages.
📌 2. Competitive Benchmarking
Mapped GoEasy’s services and digital presence against Free Now, Uber, Lynk Taxis, and Dublin Airport Taxi. Built a competitor table comparing UX, app capability, loyalty programs, pricing, and branding.
📌 3. Customer Profiling
Defined two primary personas — business travelers and international tourists — and conducted behavioral segmentation based on trip purpose, digital behavior, and service needs.
📌 4. SWOT, PESTEL, and STP Modeling
Completed 360° analysis of strengths, weaknesses, external threats (regulatory lockups, competition), and mapped segmentation, targeting, and value positioning strategy using marketing frameworks.
🎯 Strategy & Execution
🖥️ Website Revamp (Budget: €5,000)
Phases:
• Audit & UX Planning (Months 1–3): €1,250
↳ Identified pain points in navigation, mobile responsiveness, and call-to-action placement
• Development & Testing (Months 4–6): €1,500
↳ Implemented live chat, mobile-first redesign, custom booking engine
• SEO & Content (Months 7–9): €1,250
↳ On-page keyword optimization, new blog, multilingual content
• Launch & Feedback Loop (Months 10–12): €1,000
↳ Integrated feedback forms, GA4 tracking, and periodic optimization
Key KPIs:
✔ 30% increase in organic traffic
✔ 2% conversion rate from site visitors
✔ Mobile satisfaction rating ≥ 4.5/5
📣 Social Media Campaign (Budget: €5,000)
Phases:
• Research & Planning (Q1): €1,250
↳ Audience analysis via surveys (US/UK/EU travelers)
• Campaign Launch (Q2): €1,500
↳ Targeted ads on Instagram/Facebook with A/B tested visuals
• Influencer & Partner Activation (Q3): €1,250
↳ Collaborations with 10 travel creators, 5 tourism board deals
• Optimization & Reporting (Q4): €1,000
↳ GA4-driven performance review and retargeting adjustments
Expected Outcomes:
✔ 100,000+ video views
✔ 5% engagement rate on social
✔ 25%+ growth in international bookings
💡 Key Strategic Recommendations
1. Market Differentiation: Position GoEasy as a premium, personalized transport brand — not just another taxi firm
2. Direct Engagement: Drive conversions through a first-party CRM and multilingual UX
3. Paid + Organic: Pair seasonal ad campaigns with long-term SEO content to reduce CAC
4. Ecosystem Partnerships: Co-branded offers with airlines, hotels, and city tourism boards to build awareness
📈 Results (Post-Strategy)
While implementation extended beyond the academic timeline, GoEasy adopted core recommendations such as blog-based SEO, CRM-integrated follow-up, and seasonal paid campaigns. Metrics like CTRs, bounce rates, and direct booking share showed steady quarterly improvement in subsequent tracking.
🧰 Skills Showcased
Marketing Strategy • STP & SWOT Analysis • Website UX Planning • Paid Media Execution • Digital Research • Social Media Analytics • CRM and Conversion Optimization
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