Justin Estrada

Responsible for establishing, optimising, and overseeing the overall marketing strategy, whilst also leading a team consisting of 2 Full Stack Developers, content specialist, and UI/UX Web & Graphics Designer.

• Managed and optimised all paid media consistently driving high value mortgage leads at a business-low CPL of $85 using innovative Google Search, Display and Paid Social strategies
• Developed a robust go-to-market multi channel customer acquisition funnel using SEO, Google Search & Display ads as the main traffic drivers, and email and Facebook retargeting for lead nurturing and boosting bottom of the funnel conversions
• Managed the implementation of various sales and marketing reporting dashboards using Zoho CRM & Zoho Analytics, allowing the organisation to combine both its online and offline data to make better-informed decisions
• Successfully led the creation of a fully functional and responsive loan broker site (www.tigerfinance.com.au)
• Continually improved our website conversion rate & user experience through A/B testing using Zoho Pagesense, improving time on site, user engagement and conversion rates
• Created and implemented a task management system that tracked team progress, task priorities and team goals

Responsible for all digital marketing activities and strategies including web design, email marketing, content creation, social media and search engine marketing (search & display) for the Australian branch.

• Planned and managed the overall strategy and budget for all annual digital initiatives
  
• Moved management of Google Ads from an external agency to in-house and overhauled search, display & re-marketing strategies, resulting in a 42% increase in bookings and a 12% decrease in cost per bookings
  
• Created 'always on' social media lead generation campaigns that generated 500 leads per week at an average cost of $5 per lead
  
• Led the redesign and implementation of a new brand identity, brand strategy & positioning strategy
  
• Developed Paid Social Media & Google Ads reports to determine the ROI of efforts of each channel in order to provide detailed strategic recommendations
  
• Implemented joint initiatives in conjunction with the US Gate 1 Travel team

• Created, split tested, and managed innovative paid social media campaigns for over 18 world-renowned sporting events generating a 44% increase in revenue in 2018 despite a 3% decrease in total ad spend
• Created a comprehensive monthly marketing report analysing the health and overall profitability of organisations' digital marketing efforts regarding Google Adwords campaigns, SEO, Facebook Advertising, CRM (Salesforce) and Email Marketing
  
• Communicated and collaborated with tourism bodies and external agencies to ensure all marketing collateral aligned with their strict guidelines
  
• Maintained company CRM (Salesforce) and developed workflows and triggers
• Created SEO content and landing pages for upcoming sporting packages
• Developed fully functional Facebook messenger bots
• Managed yearly social media budget

Client portfolio: Coon Cheese, Cracker Barrel Cheese, Haircare Australia, Haircare New Zealand and The Cider Lab (Asahi).

• Developed broader social media strategies, campaigns and marketing initiatives to increase brand awareness
  
• Collaborated with creative teams on visual and digital production to create monthly content calendars
  
• Built and managed online communities to drive growth by providing information, engaging with audiences and resolving issues (Facebook and Instagram)
  
• Prepared monthly reports for clients based on analysed social metrics