digital media scaling the brand
At Red Bull, I manage a large portfolio of digital campaigns, over 100 annually, using emerging technology or combinations of sms, web development and social media engagement.
tracking the customer experience
Company-wide we seek consistent data on our media campaigns tracking the effectiveness of new and existing marketing approaches. Tailored comprehensive campaign data is a challenge area I’ve addressed in partnership with our global analytics team.
One of the most important challenges our teams faced was visualizing the full customer experience in our campaigns, from advertisement, to engagement, to potential conversion. Harnessing my ux and design experience, I started building user journey diagrams for each project to help teams better visualize the experience we were building together. These I used to help teams bring their ideas to life, feasibly build the mechanics, and track performance at key conversion points.
In parallel, I built a relationship with US and global analytics teams to implement a consistent tracking install for all US engagements. With this in place, I outlined tracking for each campaign and managed installation, building a clean data set for reporting and insights on a project level. We now had the power to share engagement insights midcampaign an allow project teams to adjust course in real time for better engagement.
