Econolite
PAID CAMPAIGN LAUNCH
Overview
End-to-end program coordination: proposal development, budget management, process standardization, and delivery of a new organizational capability
Program Type
New Capability Launch
Tools / Methods
Excel, Canva, Agile, LinkedIn Ads Manager
Stakeholder
Senior Leadership (Executive & Marketing)
Duration
3 Months. Proposal to deployment
Objective
Research, propose, and stand-up Econolite's first paid social advertising program. Deliver a functioning plan with documented processes for ongoing execution.
Constraint
No existing budget
No internal documentation
No prior vendor relationships
No baseline performance data to reference
Coordination & Execution
Developed a formal proposal for senior leadership including program scope, budget estimate, benefit analysis, and risk mitigation strategy, securing approval within one month
Conducted independent research and requirements gathering with no prior internal documentation, defining the program's technical parameters, audience targeting criteria, and success metrics from scratch
Established and took full ownership of the program account infrastructure, setting up campaign architecture, tracking systems, and documentation for ongoing program management
Defined and documented standard operating procedures for targeting, bidding, content cadence, and performance evaluation, creating repeatable processes for all future campaign cycles
Managed program timeline from proposal approval through live delivery, tracking milestones and adjusting execution based on real-time performance data
Risk & Issue Management
Identified primary risk of budget misallocation with no performance baseline, mitigated by structuring program as a phased test with defined evaluation checkpoints before scaling
Addressed audience targeting uncertainty by building a tiered database of industry categories, job functions, and titles, allowing systematic testing rather than guesswork
Outcomes & Deliverables
$2,072
Program budget managed within approved allocation
119
Website conversions delivered against key program metric
3,000
Qualified audience reached within defined targeting parameters
Delivered a fully operational paid social program, including account infrastructure, targeting framework, SOPs, and performance reporting, where none previously existed
Conducted post-program analysis identifying carousel as highest-performing format (7.36% engagement vs. 0.3% video), establishing the evidence-based standard for future program cycles
Received official promotion into Social Media management role to take full ownership of approved program
