Marketing & Strategy
At The Ivory Grey Project, I run integrated content strategy for bridal brands: SEO/AEO, email, paid social, video, and the reporting that proves it's working. A few of the specific problems I've solved:
Multi-Brand Content System
Problem: Each brand needed a distinct voice and cadence across newsletter, blog, and social without rebuilding content from scratch every time.
Approach: Built repurposing workflows turning one core asset into 3+ touchpoints per campaign while preserving each brand's voice, informed by competitor analysis and keyword research.
Result: Grew qualified web traffic and newsletter subscribers across all 6 accounts, scaling output without scaling headcount.
Paid Social Optimization
Problem: Ad spend needed to reach high-intent bridal buyers more efficiently.
Approach: Ran ongoing Meta Ads A/B experiments testing creative, copy, and targeting, using competitor analysis to refine positioning.
Result: Lowered cost-per-acquisition over time while reaching thousands of high-intent buyers.
Strategy Dashboards
Problem: Leadership needed visibility into whether content was performing across 6 client accounts, not just whether it was published.
Approach: Built data visualization dashboards tracking publishing cadence, campaign engagement, and brand voice consistency.
Result: Reporting insights directly shaped strategy pivots and gave a clear ROI story per client.
Video for Trust-Building
Problem: Written content alone wasn't building enough audience trust for buyers making high-consideration purchases.
Approach: Produced and directed short-form video tutorials translating complex concepts into visual storytelling, like this walkthrough of using Claude Cowork to audit my own company's workflows.
Result: Drove subscriber growth and deepened trust ahead of purchase decisions.
