Combining data driven execution with strategic foresight

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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