REAL WORK

From startup setup to scaled growth.

Hands-on work across early-stage builds and established business growth — paid media, SEO, lifecycle email, analytics, WordPress systems, and content production, from first setup to measurable outcomes.

CAMPAIGN IMPLEMENTATION

Meta Ads

Meta Ads ManagerCreative TestingMeta Pixel

Overview

Managed and optimized Meta Ads campaigns for Smartfix, using campaign-structure, creative-combination, and budget-pacing decisions to make spend work harder during the off-season.

Skills & Tools

  • Meta Ads Manager campaign setup, CBO/ABO structure, and daily monitoring
  • Creative-combination testing based on media asset type and audience intent
  • Meta Pixel conversion tracking, CPA monitoring, and CPC monitoring

Execution Details

Structured campaigns around both CBO and ABO logic, then tested different creative combinations instead of treating each asset in isolation. I monitored CPA and CPC daily, using the early performance signals to shift spend toward the combinations that were converting most efficiently under smart bidding.

PAID SOCIAL CREATIVE SAMPLES

These ad creatives are redacted for client privacy. The visible value is the offer structure, visual hierarchy, category messaging, and format consistency across a campaign set.

Redacted paid social ad creative for curtains
Category offer creativePrice-led static ad with product hierarchy and fast-read CTA structure.
Redacted
Redacted paid social ad creative for zip screens
Product-feature creativeBenefit-led layout with feature proof points and conversion-focused offer text.
Redacted
Redacted paid social ad creative for price match
Promotion creativeHigh-contrast Black Friday messaging built for quick scanning in feed.
Redacted

Outcomes

Reached an average 11.25x ROAS for Smartfix Meta Ads during a seasonal low period, with spend directed toward the strongest creative and campaign combinations.

Personal Reflection

This made the value of creative structure very clear: strong performance came less from one isolated asset and more from how audience, offer, placement, and creative pairing worked together.

CAMPAIGN IMPLEMENTATION

Google Ads

Google AdsGTMTargeting

Overview

Built and managed Google Ads foundations for Perth Power Safety and Hypotential, connecting the campaign structure back to real search intent, website readiness, and conversion tracking.

Skills & Tools

  • Google Ads campaign setup for local-service and trade audiences
  • Emergency electrical keyword and content research
  • Google Pixel, GA4, Google Ads, and conversion-event configuration

Execution Details

For Perth Power Safety, I built the website from zero, launched the core pages, set up GA4 and Google Ads tracking, and structured paid search around emergency electrician intent. The campaign was shaped around high-urgency search behaviour, not generic electrical-service traffic.

GOOGLE ADS SETUP

No client dashboard screenshot is shown here. The evidence is summarized through the campaign structure, tracking setup, and search-intent logic I handled.

01 Intent-led campaign structure

Built search campaigns around urgent electrician intent and service-specific demand, rather than broad generic traffic.

02 Conversion tracking foundation

Connected GA4, Google Ads, and conversion events so enquiries could be measured against campaign performance.

03 Keyword and page alignment

Matched ad intent with the page structure and service messaging needed to support high-urgency paid search.

Outcomes

Delivered a launch-ready paid-search foundation: website, tracking, conversion events, keyword structure, and Google Ads setup aligned around emergency electrical enquiries.

Personal Reflection

The work reinforced that paid search only performs properly when the landing page, tracking, and keyword intent are built together from the start.

CAMPAIGN IMPLEMENTATION

Email Campaign

MailchimpLifecycle EmailRetention

Overview

Built a retention system for Smartfix's existing customers by turning two years of historical customer and job data into segmented Mailchimp campaigns.

Skills & Tools

  • Python-assisted segmentation across 10,000+ customer records
  • Welcome email and regular newsletter template redesign
  • Segment-specific subject lines, preview text, and CTA hierarchy

Execution Details

I cleaned and segmented 10,000+ customer records by service category and customer value, then rebuilt the email templates around clearer service advantages. Subject lines and preview text were rewritten for different customer types, and each email was simplified around one primary CTA instead of several competing actions.

DISPLAYABLE ARTIFACTS

Email work is shown through finished template structure, message hierarchy, and CTA design rather than backend campaign lists.

Smartfix regular email template preview
Regular nurture templateWelcome and service-education structure for existing and new customers.
Smartfix promotional email template preview
Promotion templateOffer-led message hierarchy with one primary redemption action.
Smartfix feedback email template preview
Feedback and review flowPost-service template designed to collect feedback and support app adoption.

Outcomes

Open rate moved from 8% to 26%, supported by stronger segmentation, clearer messaging, and cleaner template structure.

Personal Reflection

The strongest lift came from treating email as a retention system, not a broadcast channel. Better segmentation made the creative and CTA decisions much easier.

SEO & WEBSITE OPTIMIZATION

Technical SEO

Technical SEOPageSpeedCore Web Vitals

Overview

Technical SEO audits and code-level fixes across Smartfix's service pages, focused on indexation, PageSpeed, LCP, image performance, and structured-data clarity.

Skills & Tools

  • Technical SEO audits across performance, schema, indexation, and page structure
  • LCP and image optimization to reduce loading friction
  • Schema cleanup so markup reflected the actual service model

Execution Details

I audited the site to identify why pages were slow and why key service pages were not being surfaced cleanly. The fixes included LCP work, image optimization, schema cleanup, and page-structure improvements so Google could understand the services and locations more accurately.

Outcomes

Code-level fixes moved PageSpeed from 50 to 88 (91 on mobile).

Personal Reflection

The most important lesson was that technical SEO is not separate from content. Schema, speed, and page structure only matter when they help the service page answer a real search problem more clearly.

SEO & WEBSITE OPTIMIZATION

Content SEO

Keyword ResearchCompetitor AnalysisSEMrushAhrefs

Overview

Led keyword research, competitor benchmarking, content optimization, and blog planning across Smartfix's service pages, with a focus on non-brand service visibility.

Skills & Tools

  • Keyword research based on search volume, difficulty, and page intent
  • Competitor benchmarking across 7+ Perth trade businesses
  • Service-page restructuring, blog refreshes, and a six-post monthly blog calendar
  • Local SEO page planning for top-performing service areas

Execution Details

I reduced reliance on brand queries by strengthening service-keyword coverage, rebuilding homepage and core service-page copy, and designing problem-specific content around how people actually search for electrical and trade issues. For air conditioning, I used sales data to identify the top 10 service areas and planned local pages with unique suburb context instead of templated location copy.

Outcomes

Search impressions rose +110%, clicks +65%. Switchboard moved from crawl/no-index into first-page visibility for core terms; Emergency Electrical Perth built stable top-three visibility. Some competitive terms improved by roughly 20 ranking positions over three months.

Personal Reflection

The biggest shift was writing for problem intent instead of only service labels. That made the pages more useful to local searchers and easier to support with blog clusters.

SEO & WEBSITE OPTIMIZATION

Website User Flow Optimization

CROSite NavigationUX

Overview

Improved website user flow across service and campaign pages by connecting navigation, page structure, tracking, and lead capture into one clearer conversion path.

Skills & Tools

  • Site architecture and navigation restructuring
  • Gutenberg/WordPress development
  • Lead capture flow design

Execution Details

I reworked how important service and campaign information appeared on the page, reduced unnecessary friction in CTA paths, and made sure the forms and tracking were aligned with the actions the business cared about most.

SMARTFIX WEBSITE CONTENT

Smartfix homepage and HomeShield are best positioned as owned website-content work: page structure, service messaging, membership positioning, and conversion copy.

Smartfix homepage owned page evidence
Smartfix homepageDesigned the page structure and service-led content flow for the main trade-services entry point.
Open page
Smartfix HomeShield owned page evidence
Smartfix HomeShieldBuilt the membership-page messaging logic around value, reassurance, and conversion clarity.
Open page

Outcomes

Created cleaner user journeys for local-service visitors and made the lead-capture flow easier to measure through GA4, GTM, and form tracking.

Personal Reflection

This work taught me to treat user flow as a marketing asset: the content, CTA, tracking, and back-end form handling all need to agree with each other.

MARKETING ANALYTICS

User Segmentation

CLV SegmentationCustomer Data

Overview

Analyzed two years of historical customer and job data to build lifetime-value segmentation for Smartfix, informing the targeted retention campaigns run through Mailchimp.

Skills & Tools

  • Python-assisted cleaning and segmentation across 10,000+ records
  • Customer value and service-category segmentation
  • Campaign logic that connected segments to message, offer, and CTA

Execution Details

I grouped customer records by service category and value, then used those segments to shape different email messages and template priorities. Higher-value and repeat-service customers received messaging that emphasized trust, speed, and relevant service advantages rather than generic promotions.

Outcomes

Fed directly into the retention email work — open rate moved from 8% to 26%.

Personal Reflection

The segmentation showed how much existing customer value can be hidden in raw operational data. Once the customer groups were clear, retention messaging became much more specific.

MARKETING ANALYTICS

Looker Studio

GA4Looker StudioConversion Tracking

Overview

Built Looker Studio reporting that gave the marketing team a daily view of SEO, paid ads, social, and email performance, with competitor research connected back to keyword and backlink opportunities.

Skills & Tools

  • GA4, Search Console, paid, organic, social, and email performance dashboards
  • Executive-style summary view for quick daily monitoring
  • SEMrush-linked competitor research for keywords and backlink opportunities

Execution Details

I designed the dashboard so non-marketing stakeholders could understand the most important metrics quickly. The front page surfaced key numbers first, then deeper views broke performance down by organic, paid, social, and email. I also added competitor research signals so the team could spot long-tail keyword gaps and backlink opportunities faster.

REPORTING EVIDENCE

The dashboard is relevant evidence for analytics work, so it is shown with a privacy filter instead of exposing raw account data.

Data masked Mosaic-masked marketing analytics dashboard preview
Marketing performance dashboardMetric hierarchy and reporting structure shown with sensitive figures visually softened.
Masked

Outcomes

Created a single reporting layer for day-to-day monitoring and cross-team visibility, helping marketing and sales discuss performance with the same source of truth.

Personal Reflection

The dashboard made me more careful about information hierarchy. A useful report is not the one with the most charts; it is the one that helps a team decide what to do next.

WEB DESIGN & BUILD

Hypotential

Web DesignWordPress BuildUX FlowGutenberg

Overview

Designed selected Hypotential pages, rebuilt the full WordPress/Gutenberg website, and shaped the user experience flow from navigation through to enquiry and membership actions.

Skills & Tools

  • Selected page design and layout direction for key Hypotential website sections
  • Full WordPress/Gutenberg website build with custom implementation support
  • User experience flow design across navigation, content hierarchy, enquiry paths, and membership actions
  • Editable Gutenberg structures, launch setup, and reporting foundation

Execution Details

For Hypotential, I was responsible for the full website build and the user experience flow, while also contributing to the design of selected pages. The work turned the site into a clearer marketing and membership experience, with reusable Gutenberg structures for future updates and campaign content.

LIVE WEBSITE WORK

These are the cleanest visual proof points because they can be shown as public-facing builds instead of back-end screenshots.

Hypotential live events page website screenshot
HypotentialSelected page design, full WordPress build, and UX flow design for the website experience.
Live site
Hypotential Google Search Console performance result screenshot
GSC resultsSearch performance proof point from the Hypotential website and reporting foundation.
GSC

Outcomes

Shipped a launch-ready website with editable content structures, clear user pathways, and a stronger foundation for future membership and enquiry activity.

Personal Reflection

Owning the build and user flow made the design decisions more practical: every section had to be editable, easy to navigate, and useful for the next stage of the business.

WEB DESIGN & BUILD

Perth Power Safety

Website BuildLead CaptureGA4Google Ads Setup

Overview

Built Perth Power Safety from a new website foundation through to launch-ready lead capture, tracking, and paid search readiness.

Skills & Tools

  • Website structure, page build, and mobile-responsive implementation
  • Lead-capture flow setup for high-intent electrical service enquiries
  • GA4, Google Ads tracking, and conversion measurement foundations
  • Launch support connecting the website experience to paid search campaigns

Execution Details

For Perth Power Safety, I built the site from the ground up and connected the key enquiry pathways to the tracking needed for Google Ads. The website was structured around urgent service intent, clear trust signals, and fast contact actions.

LIVE WEBSITE WORK

The public site is the clearest proof point for the build, lead path, and launch-ready campaign setup.

Perth Power Safety website screenshot
Perth Power SafetyNew website build, lead-capture flow, GA4, Google Ads, and conversion setup.
Live site
Perth Power Safety emergency service cards and call-to-action screenshot
Service flowEmergency service cards and call-to-action section built around fast enquiry intent.
UX

Outcomes

Created a campaign-ready website with clearer service pathways, faster enquiry actions, and conversion tracking ready for paid media decisions.

Personal Reflection

This project tied the website build directly to acquisition work, so the structure had to support both visitors who needed help quickly and the reporting needed to improve campaigns later.

CONTENT PRODUCTION

Meta / Instagram

Paid Social CreativeInstagramContent System

Overview

Produced Meta and Instagram creative assets across paid and organic channels, with work ranging from offer-led static ads to recurring service, promotion, and retention content.

Skills & Tools

  • Static ad creative for Meta campaigns and Instagram placements
  • Offer hierarchy, product-category messaging, and CTA layout
  • Visual brand consistency across posts, stories, and campaign assets

Execution Details

I structured the creatives around fast-read offers: category first, price or value proposition second, and booking action third. For Instagram and organic content, the same campaign logic was adapted into lighter visual reminders and recurring brand touchpoints.

VISUAL SAMPLES

Selected Mel's Massage social media designs showing FAQ education, client testimonial creative, and self-care reminder content.

Mel's Massage FAQ Instagram story design
Mel's Massage client testimonial Instagram story design
Mel's Massage self-care reminder social post design

Outcomes

Created a reusable social creative framework that can show design capability, offer structure, and campaign thinking without exposing confidential client details.

Personal Reflection

The strongest creative samples are not just pretty graphics. They show how quickly a viewer can understand the category, offer, and next action inside a crowded feed.

CONTENT PRODUCTION

Poster

CanvaPromotional Design

Overview

Designed "Magic Monday" and "Early Bird" promotional posters for Mel's Massage in Canva, driving seasonal and recurring offers.

Skills & Tools

  • Promotional poster design (Canva)
  • Seasonal and recurring campaign creative

Execution Details

Designed promotional posters around recurring offers such as "Magic Monday" and "Early Bird," using clear hierarchy so the offer, service, timing, and CTA could be understood quickly in-feed or in-store.

Outcomes

Gave the team reusable campaign visuals that could support seasonal pushes and recurring promotions without restarting the design system each time.

Personal Reflection

The best-performing poster logic was simple: one offer, one reason to act, one action. Too many messages made the design weaker, even when it looked more complete.