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Combining data driven execution with strategic foresight

Updated: Mar 27


Wondering why your feed is full of fish & chips ads right now? There’s a strategy behind it.


During my time leading marketing for Joey’s Seafood Restaurants, I managed one of our most impactful campaigns centered around Lent—a key season for seafood sales.


But instead of focusing solely on short-term sales spikes, we took a long-term approach.


We launched a targeted Facebook and Google Ads campaign, strategically allocating much of our budget toward growing our social media audience over the six weeks of Lent. Why? Because building a loyal fan base delivers returns far beyond one season.


Each day, I closely monitored performance through Facebook Ads Manager and Google Analytics—adjusting bids, creative, and targeting to stay efficient and effective.


The results:


A massive surge in new followers and engagement


Consistent on-budget performance


Long-term growth that benefited the brand well after Lent ended


This campaign is a great example of how understanding audience behavior, optimizing daily, and thinking beyond immediate sales can create lasting brand value.


If you're looking for someone who combines data-driven execution with strategic foresight, let's connect.


 
 
 

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