A Showcase of Digital Marketing Success Stories

Portfolio

EXAMPLE 1

Drove $1X.1 M in Incremental Revenue with 11x ROI from International Women’s Day Campaign

Client: Meta/Facebook
Campaign: #SheMeansBusiness 2022 International Women’s Day 

My Role:
Marketing Manager Lead

  • Defined the creative strategy for a globally aligned campaign

  • Directed the development of a new web homepage, including copywriting, visual design, and site structure

  • Coordinated with regional policy teams and a creative agency to ensure seamless web homepage execution

  • Collaborated with a data scientist to analyze campaign results and provide actionable insights

  • Presented campaign outcomes to leadership

Channels:
Web, Social

Deliverables:
Brief and Web homepage: She Means Business

Results:

Revenue Impact: $1XM in incremental revenue with 11x ROI

Performance Lifts:

  • +7.5% in 28-day revenue

  • +1.5% in engagement

  • +5.7% in monthly active advertisers

Disclaimer: Actual figures are available upon request for relevant inquiries.

“Rachael is an excellent strategic partner, for both the APAC Economic Impact Policy work and the global #SheMeansBusiness policy team. Her partnership was invaluable and really came through during International Women’s Day, where she helped to drive the first ever global XFN collaboration and alignment for the company’s first global cultural moment.”
— Jennifer C. (Policy Team)
“Rachael has been highly collaborative, responsive and receptive to input from regional and country program leads to develop a hub that can serve as a global source of truth, while maintaining enough flexibility to showcase local partnerships and resources depending on local needs.”
— Ruici T., Asia Pacific marketing team

EXAMPLE 2

Produced the First-Ever Facebook Elevate #BuyBlack Summit, Generating 100K+ Views and Positive SMB Feedback

Company: Meta/Facebook

Campaign: #BuyBlack Summit

My Role:
Marketing Manager Lead

  • Developed the strategic brief and summit vision, leveraging data and insights to define the target audience, creative direction, and execution strategy

  • Managed budget allocation, secured talent and speakers, and approved panel questions, scripts, and campaign graphics

  • Coordinated cross-functional teams and agencies to ensure alignment with the summit’s cohesive vision

  • Communicated key updates to leadership and reported campaign metrics and outcomes

Deliverables:

  1. Live Summit Production (BRIEF & VIDEO):
    Watch the summit here: #BuyBlack Summit

  2. Channel Marketing Campaign (COPY AND GRAPHICS):
    Promoted summit registration through a multi-platform campaign

Results & Feedback:

  • Impact: Over 100K views and widespread engagement

  • Small Business Owner Testimonials:

    • “This is so inspirational! This summit just shifted my energy around the biz that lives in me! Thank you!” – Kelly K.

    • “This is an amazing summit thus far! Great advice and speakers.” – Kamari C.

EXAMPLE 3

Driving Job Creation with Facebook Jobs, Generating 56K+ New Job Postings

Company: Meta (Facebook)

Campaign: Facebook Jobs

My Role:

Lead Marketing Strategist

  • Designed and launched compelling Facebook Jobs content

  • Developed go-to-market strategy to drive awareness and engagement

  • Collaborated cross-functionally with product, sales, and partnerships teams

  • Optimized campaign performance through data-driven insights

  • Created content that contributed to a 12.5% increase in total jobs inventory in top markets

Deliverables: Social Media Content Strategy & Campaign (BRIEF, COPY)

Channels:

  • Social: Facebook, Instagram

  • Search: Google

  • Display

Results:

Campaign Performance:

  • New Job Postings: 56K+

  • Market Impact: Contributed to 12.5% of total job inventory in top markets

  • Recognition: Awarded Power of Partnerships award by Meta's Chief Revenue Officer

EXAMPLE 4

First Coordinated Marketing Campaign Drives Awareness for Nonprofit, Achieving Over 42,000% Increase in Reach

Company: iFLY Youth

Campaign: End-of-Year

My Role:

Social Media Strategist

  • Developed channel strategy and set campaign budget

  • Defined creative direction and designed graphics

  • Managed organic and paid social posts across Facebook, Instagram, and LinkedIn

  • Monitored and optimized paid ads based on performance insights

  • Reviewed analytics and reported campaign outcomes

Tools Used:

  • Canva, Meta Business Suite

Deliverables: Social Media Marketing Strategy and Campaign (BRIEF, COPY AND GRAPHICS)

Channels:

  • Social: Facebook, Instagram, and LinkedIn

Results:

Campaign Performance:

  • Reach: 29.7K (+42,328.6%)

  • Views: 53.7K (+27,021.2%)

  • Page Visits: 130 (+490.9%)

EXAMPLE 5

#BuyBlack Friday: A Global Movement Supporting Black-Owned Businesses

Company: Meta (Facebook)

Campaign: #BuyBlack Friday (2020-2022)

My Role:

Campaign Founder & Lead Marketing Strategist

  • Conceptualized and launched #BuyBlack Friday, a global initiative supporting Black-owned businesses

  • Managed a $10M budget, leading cross-functional teams across marketing, partnerships, and media

  • Expanded the campaign internationally to Brazil & Australia, increasing engagement and sentiment toward Meta’s business products

  • Coordinated a team of nearly 200 people, overseeing execution across multiple markets

  • Led media collaborations and high-profile promotions to maximize impact

Tools Used:

Meta Business Suite, Facebook Live, Facebook Shopping, Facebook Ads Manager, Instagram

Deliverables: Integrated Marketing Strategy & Campaign (BRIEF, COPY, CREATIVE, LIVE EVENT)

Channels:

Social: Facebook, Instagram
Live Broadcast: Facebook Live
Paid Media: Facebook Ads, Instagram Ads, Display

Results:

Campaign Performance:

  • Reach: 20M+ people

  • Business Impact: Supported hundreds of Black-owned businesses, with some seeing 1300%+ sales growth

  • Expansion: Scaled from the U.S. to Brazil & Australia

  • Industry Recognition:

    • Shorty Award – Best Use of Facebook Live

    • Webby Award – Interview/Talk Show Social

    • Cannes Lions Shortlist – Creative eCommerce

Speaking Engagements & Recognition:

  • Featured speaker at Sheryl Sandberg’s internal fireside chat for all Facebook employees

  • Invited by The Female Quotient as a featured panelist on inclusive business practices

  • Guest speaker on Sky News podcast George Floyd: Individuals Step Up Their Fight for Inclusivity

EXAMPLE 6

Local TV News Content Creation: Digital & Social Video Production

Company: WJAX/WFOX Action News Jax

Campaign: Digital & Social Content Production

My Role:

  • Produced and edited digital and social media content for a local news station using Adobe Premiere Pro

  • Developed and edited a video series featuring the station’s chief meteorologist, increasing audience engagement

  • Wrote, produced, and co-edited a community events web show for Facebook Live, enhancing the station’s local presence online (WATCH)

  • Optimized video content for social media platforms, ensuring maximum reach and engagement

Tools Used:

Adobe Premiere Pro, Facebook Live, Social Media Analytics, DSLR Cameras, Final Cut Pro

Deliverables:

Video Series, Social Media Content, Facebook Live Show, Community Engagement Strategy

Channels:

  • Social Media: Facebook, Twitter, Instagram

  • Live Broadcast: Facebook Live, Station Website

Results:

  • Increased viewer engagement on the station’s Facebook page through compelling video storytelling

  • Expanded digital reach by optimizing video content for social sharing

  • Boosted community participation in local events through the web show

EXAMPLE 7

Freelance Photography Business

Company: Self-Owned Photography Business

Campaign: Professional Portrait & Event Photography

My Role:

  • Operated a small photography business, providing high-quality images for clients

  • Shot graduation photos, professional headshots, and couples photoshoots using a Canon 7D

  • Retouched images using Adobe Photoshop, enhancing lighting, color balance, and composition

  • Managed client consultations, shoot scheduling, and post-production editing to deliver polished final images

Tools Used:

Canon 7D, Adobe Photoshop, Natural & Studio Lighting

Deliverables:

Graduation Photography, Professional Headshots, Couples Photoshoot.

Channels:

Results:

  • Captured and delivered stunning, high-quality portraits tailored to clients’ needs

  • Built a strong client base through word-of-mouth referrals and social media marketing

  • Developed a versatile photography portfolio, showcasing expertise in portrait and lifestyle photography

EXAMPLE 8

Nature Photography Portfolio

Company: Independent Photography Project

Campaign: Landscape & Nature Photography

My Role:

  • Captured stunning nature photography using a Canon 7D, focusing on landscapes, wildlife, and natural elements

  • Used Adobe Photoshop for color enhancements, adjusting tones and contrast to highlight natural beauty

  • Developed a cohesive photo album showcasing vibrant, high-resolution images

  • Experimented with lighting, composition, and depth of field to create visually striking photographs

Tools Used:

Canon 7D, Adobe Photoshop, Natural Light Techniques

Deliverables:

Curated Nature Photography Album, Retouched & Color-Enhanced Images

Channels:

Results:

  • Created a visually compelling nature photography collection

  • Enhanced photography skills in composition, lighting, and digital editing