Electric Orange Creative
Built the paid-media practice, then built the team around it.
Paid-media leadership, client growth, team development, and SEO integration for brands including Maude, Starface, and USM.
My place in the work
I was the first leader of the agency’s paid-media function. I built the capability from the ground up, hired and mentored marketers, helped shape the broader full-service offer, and remained close enough to the work to connect account strategy with campaign performance.
The challenge
The agency needed a paid capability that could deliver client results without becoming disconnected from SEO, content, development, or the rest of the customer journey. It also needed a team and process that could scale beyond one operator.
The work
What the system
needed to do.
- 01
Created and led the Paid/SEM division as a new agency service line.
- 02
Recruited, trained, and mentored entry-level marketers into owners of execution, analysis, and client communication.
- 03
Integrated paid search, paid social, programmatic media, SEO, content, and website improvement around shared client goals.
- 04
Built reusable campaign, KPI, reporting, testing, and optimization processes so the practice could support a growing roster.
- 05
Led multi-channel growth work for brands including Maude, Starface, and USM while supporting the agency’s evolution into a fuller digital partner.
The system
Built to keep
working.
Paid and organic work shared goals, reporting, and learning. That made campaign performance more durable and gave the agency a scalable new capability.
Qualified outcomes
340%top-line ROAS for Maudehistorical verified resultMaude achieved a 340% top-line ROAS; organic traffic grew 39% and organic revenue grew 191% in the published historical case.
Starface increased add-to-cart rate by 38% and conversion rate by 46% through coordinated channel and site optimization.
USM achieved 134% ROAS on programmatic retargeting while organic traffic grew 10% month over month.
A trained team and repeatable delivery model turned paid media into a scalable agency capability.