Brandwise: a digital division built from zero to $850K+

A methodology that scales past one good marketer

Building the division meant building three things at once. First, the offer: I created the service portfolio (social media management, SEO, paid media, web and app development), built the agency's pitch portfolio in Photoshop (it closed three contracts on its own), and trained the sales staff to sell it. Second, the delivery system: a standard testing roadmap for every account, with creative, targeting and funnel-structure experiments defined upfront, success thresholds set before launch, and budget reallocation rules agreed with the client in writing. Third, the operating hygiene that makes twenty accounts manageable: a single campaign naming convention, UTM governance across every link the agency shipped, and a standard monthly report covering wins, weaknesses, next experiments and new ideas.

That structure is what moved the numbers. Cumulative managed spend reached $850K+ across the portfolio, allocated on funnel performance, attribution insight and keyword-level data rather than channel habit. The controlled testing program lifted average CTR from 11% to 43%; only variants showing sustained lift across comparable segments got scaled. Redesigned full-funnel acquisition targeting decision-makers raised sales-qualified lead rate 30%, inquiries rose 45%, and consultation-to-client conversion rose 68%. Retention doubled because the final month of every contract included a forward roadmap; clients renew when the next quarter is already mapped.

I also managed the humans: photographers, designers, writers, SEO specialists and models, briefed and directed to produce the creative the testing program consumed, while I acted as the translation layer between clients, internal teams and external partners.