Addiction is Real

Role: Digital Marketing Manager

Facing fragmented visibility across paid search, organic discovery, and social channels, Addiction is Real needed a unified digital system capable of scaling awareness while clarifying how families moved from first touch to donation. Beginning in 2025, I led the development of an integrated performance framework that rebuilt the organization’s Google Ad Grant account from the ground up, creating tightly structured campaigns that increased qualified traffic and strengthened overall account efficiency. In parallel, I developed a Google Analytics reporting system that surfaced previously hidden behavior patterns, giving the team clearer insight into which content, campaigns, and pathways were driving meaningful engagement. This foundation became the connective layer linking paid search, SEO, email, and social into a single, measurable acquisition ecosystem.

To support long‑term scalability, I collaborated on a full website redesign that improved technical SEO, clarified navigation, and increased engagement across key educational and donation pages. I implemented end‑to‑end tracking for donation funnels, revealing drop‑off points and uncovering new opportunities to strengthen donor conversion paths. By aligning paid social campaigns with optimized landing pages, I helped create a more consistent and frictionless user journey across channels. Together, these systems transformed a previously siloed digital presence into a cohesive, data driven infrastructure that improved visibility, increased qualified traffic, and strengthened the organization’s ability to guide families toward critical resources and support.

Media Burn Archive

Role: Digital Marketing Specialist

Facing inconsistent traffic quality and limited insight into how viewers were discovering and engaging with its archival video collections, Media Burn Archive needed a more disciplined search strategy and clearer analytics visibility to support sustainable audience growth. During my volunteer engagement, I rebuilt and optimized the organization’s Google Ads account to better align campaigns with high‑intent queries, historical content themes, and educational use cases. By restructuring ad groups, refining keyword targeting, and improving relevance across campaigns, I increased the volume of qualified traffic while reducing wasted spend. In tandem, I strengthened conversion tracking and event measurement within Google Analytics, giving the team a clearer understanding of which campaigns and content categories were driving meaningful engagement across their archive.

To deepen this visibility, I implemented a more robust analytics system that captured user behavior across priority pages, video interactions, and donation related touchpoints. This system revealed patterns in how educators, researchers, and general audiences navigated the archive, enabling more informed decisions about content promotion and campaign prioritization. By pairing a more efficient Google Ads structure with a clearer analytics foundation, Media Burn gained a unified view of its acquisition funnel—transforming previously siloed data into actionable insights that supported both audience growth and mission‑driven impact.