Uncategorized Archives - northam.media https://northam.media/portfolio/uncategorized/ Growth Operator & AI-Assisted Marketer Sun, 26 Jul 2026 04:58:07 +0000 en hourly 1 https://wordpress.org/?v=7.0.2 https://northam.media/wp-content/uploads/2025/03/cropped-Copy-of-logo-32x32.png Uncategorized Archives - northam.media https://northam.media/portfolio/uncategorized/ 32 32 Record Direct Revenue through Paid Social — Cayman Island Resort https://northam.media/project/direct-revenue-from-organic-paid-social-funnels-for-cayman-island-resort/ https://northam.media/project/direct-revenue-from-organic-paid-social-funnels-for-cayman-island-resort/#respond Thu, 23 Jul 2026 12:30:08 +0000 https://northam.media/?post_type=portfolio_item&p=7974 Client: Boutique Caribbean resort (luxury hospitality) · Role: Senior Growth Manager — owned strategy, build, and execution end to end · Channels: Meta only (organic + paid) → sold a cross-channel FY26 plan The problem The resort restarted marketing after a pause, over-dependent on OTAs/Vrbo, with static-image ads producing high […]

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]]> Client: Boutique Caribbean resort (luxury hospitality) · Role: Senior Growth Manager — owned strategy, build, and execution end to end · Channels: Meta only (organic + paid) → sold a cross-channel FY26 plan

The problem

The resort restarted marketing after a pause, over-dependent on OTAs/Vrbo, with static-image ads producing high CPAs and weak engagement. They needed direct-booking demand rebuilt — with social as the only paid channel.

What I diagnosed

Booking attribution was limited, so I couldn’t optimize to the sale directly. The fix was a measurement spine built on funnel progression (landing page → villa page → booking page) plus high-intent proxies (CallRail, form fills), and a creative pivot from static to video to earn attention in feeder markets with direct flights to the island.

The system I built

A ThruPlays > Key Events funnel: cold luxury video prospects direct-flight DMAs and feeds retargeting sets optimized to landing-page views and villa-page progression. I set custom per-stage benchmarks (Link CTR, ThruPlay rate, landing-page rate, villa rate) and tracked them monthly, with organic reels and boosted lives keeping the brand ambient while closed-loop tracking came online.

The measurable result

+81% direct (resort-channel) revenue YoY — 181% of goal — and that came from 46.1% of total gross rent on just 35.5% of the stays, i.e. higher-value bookings from targeting high-net-worth travelers (repeat-guest revenue +49%). CTR up 400%+ after the static-to-video pivot. Over 30 days the funnel beat every benchmark: Link CTR 8.65% vs. 5.5% target, ThruPlay 6.34% vs. 3.8%, landing-page rate 131.6% of target, villa-page rate 2.84% vs. 2.1%. Landing-page views at $0.17 and retargeting CPCs at $0.15, with CallRail and form-fills as the high-intent proxy while payment-processor tracking came online.

Why it’s repeatable

The benchmark data became the pitch: it sold a cross-channel FY26 plan — scaling the video budget, adding a branded-search line to defend the SERP against OTAs, and continuing SEO/GBP (organic traffic doubled, 750+ ranking positions gained, #1 for the flagship destination search term). Proof that a social-only proof-of-concept can underwrite a full-funnel expansion.

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]]> https://northam.media/project/direct-revenue-from-organic-paid-social-funnels-for-cayman-island-resort/feed/ 0 Turning an Organic Handover into a Full-Funnel Growth Engine — DTC Brand https://northam.media/project/organic-paid-growth-funnel-for-dtc-brand/ https://northam.media/project/organic-paid-growth-funnel-for-dtc-brand/#respond Thu, 23 Jul 2026 11:57:40 +0000 https://northam.media/?post_type=portfolio_item&p=7968 Client: DTC outdoor-living brand · Role: Senior Growth Manager — Paid Social, Organic Social, Lifecycle · Channels: Meta (2 ad accounts), Organic FB/IG, Klaviyo (in build), Creatify / Veo 3 The problem I inherited a stalled organic channel on April 1, 2026 — running as an isolated content calendar, disconnected […]

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]]> Client: DTC outdoor-living brand · Role: Senior Growth Manager — Paid Social, Organic Social, Lifecycle · Channels: Meta (2 ad accounts), Organic FB/IG, Klaviyo (in build), Creatify / Veo 3

The problem

I inherited a stalled organic channel on April 1, 2026 — running as an isolated content calendar, disconnected from performance. I had to prove organic could measurably feed the paid funnel across two ad accounts (nationwide DTC sales + regional events/leads), and scale DTC revenue through peak season and the July 4th window.

What I diagnosed

Organic was idle inventory. Plugged into the same video funnel that drives paid, those reels become cheap top-of-funnel fuel — ThruPlay audiences I can retarget into traffic, leads, and dynamic product-ad sales.

The system I built

A hybrid creative engine, not a pure-AI gimmick. I shot the client’s founder on-site (with full consent) and built that footage into a custom, voice-modeled Creatify avatar — one real capture turned into an always-on spokesperson I could produce at will. From there I made multiple assets at repeatable quality, adapting the same avatar to seasonality, promos, and offers, and layered in real b-roll I shot in-store plus Veo 3 animations of the product build-outs. Held consistent shot-to-shot with Aurora, it’s a brand-safe, scalable asset a weekly shoot could never match. Running the workflow through Claude in Agent mode let me version creative in volume and refresh the funnel weekly so the always-on retargeting never fatigued — a one-person creative department at studio pace, organic and paid sharing one asset library. On top of that I ran a low-CPM awareness layer behind the top organic reels, mapped reels + dynamic catalogs across Feeds/Stories/Reels to build retargeting pools, and deployed holiday promo dynamic product ads (dollar-off bundles, 0% financing) to warm audiences. This built on the promo playbook from an earlier engagement (a dollar-off restructure that drove a 780% ROAS lift and 368% AOV gain the prior year).

The measurable result

Organic views up 65% to 3.25M in 90 days — 3-second views +411%, watch time +207% — with 98.7% of views from non-followers, i.e. true net-new discovery, not follower recycling. Paid scaled with it: 5.4x ROAS on the nationwide Advantage+ engine (49,078 ThruPlays at $0.49 doing the pre-sell); 7.1x ROAS on the July 4th dynamic-product-ad retargeting, with a 0% financing variant peaking at 27.3x; 4.5x ROAS on the peak-season max-value push. Plus 88 design-consultation leads at a $112 CPL for high-ticket build-outs, and 22,877 event link clicks at $0.34.

Why it’s repeatable

Klaviyo is the next layer — engaged-viewer and lead audiences from the video funnel sync into segments for promo, event invites, and design nurture, closing the loop from organic reel to paid retargeting to owned email revenue.

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