Projects

Projects · Construction · Hospitality

From What If to What Worked.

Behind every result is a journey of challenges, decisions and collaboration. Explore three projects where I contributed strategic insights, strengthened client partnerships and helped turn opportunities into measurable business outcomes.

Featured projects

Client results

Each project starts with the client’s real problem — not the channel.

Project 01 — JP Franklin Group, New Zealand

Digital marketing | Strategic optimisation | AI innovation

Rethinking Digital. Redefining Growth.

Driving digital performance and business growth through my strategic initiatives, data-driven decisions and AI-powered innovation.

36×

ROAS achieved

+62%

Core business revenue

+78%

Organic website traffic

Results achieved within approximately three months.

01The challenge

Underperforming digital marketing campaigns across JP Franklin Group’s businesses were limiting lead quality, marketing efficiency and revenue growth.

02The objectives

  • Generate more qualified leads through precise targeting.
  • Improve ROAS and reduce cost per lead.
  • Increase business revenue, organic traffic and engagement.

03My role

As Digital Marketing Consultant, I analysed historical performance, developed data-driven strategies and oversaw Google and Meta campaigns across multiple businesses. I also initiated AI-powered solutions, including a Meta AI Analyst, an automated invoice and quote generator, and a task tracker to improve reporting and operational efficiency.

04Strategy & action

  • Analysed historical campaign data to identify performance weaknesses, trends and opportunities for improvement.
  • Used Google Ads, Meta Ads, GA4 and Google Search Console insights to refine targeting, geographic segmentation and campaign messaging.
  • Optimised Google and Meta advertising strategies, including Performance Max and AI Max initiatives.
  • Initiated the development of a Meta AI Analyst to support campaign analysis and reporting.
  • Initiated an automated invoice and quote generator with task-tracking capabilities to improve administrative workflows and coordination.

05Results & impact

Within approximately three months, the initiatives contributed to 36× ROAS, 62% core business revenue growth and 78% organic website traffic growth, strengthening digital performance and customer acquisition.

06Key learning

The experience reinforced that effective digital strategy requires commercial understanding, data-driven decisions and adaptability, rather than focusing solely on lead volume or traffic.

My key
takeaway
“Successful digital strategy is not simply about generating leads, but creating measurable business value.”

Project 02 — Minor Hotels

International hospitality | Account management | Digital strategy

Beyond Bookings. Building Momentum.

Strengthening digital performance and commercial outcomes through strategic account management, performance insights and collaborative partnerships.

Published by Google · Think Travel 2025
+294%

Online bookings

+361%

Booking revenue

+61%

ROAS growth

−27%

Cost per booking

Campaign results reported for the comparison period.

01The challenge

Improve direct booking performance and advertising efficiency for a global hospitality group operating in an increasingly competitive digital market.

02The objectives

  • Increase direct bookings and booking revenue.
  • Improve advertising ROAS and cost efficiency.
  • Align AI-powered campaigns with commercial goals.

03My role

As Account Manager, I managed client relationships, reviewed campaign performance, presented strategic recommendations and coordinated with digital advertising specialists to align activities with business objectives.

04Strategy & action

  • Analysed booking trends, campaign performance and commercial priorities.
  • Supported AI-powered Google Search advertising through performance insights.
  • Identified optimisation opportunities and communicated recommendations to client teams.
  • Maintained alignment between specialists, client expectations and revenue targets.

05Results & impact

The collaborative campaign achieved 294% growth in online bookings, 361% growth in booking revenue, a 61% increase in ROAS and a 27% reduction in cost per booking. The results also supported a Google Think Travel 2025 case study.

06Key learning

This experience reinforced that digital innovation delivers stronger results when AI-driven insights, commercial priorities and effective client–team collaboration work together.

My key
takeaway
“Technology creates opportunities, but collaboration and strategic insight turn them into business results.”

Project 03 — 98 Acres Resort & Spa, Sri Lanka

Luxury hospitality | Google Ads | Revenue optimisation

Elevating Visibility. Accelerating Growth.

Enhancing Google Ads performance and driving revenue growth through strategic recommendations, performance analysis and campaign optimisation.

10.81×

Search campaign ROAS

39.11×

Performance Max ROAS

+56.8%

Conversion rate growth

Conversion rate increased from 0.37% to 0.58% in the comparison period.

01The challenge

Attract high-intent travellers, increase direct bookings and improve advertising returns for a luxury Sri Lankan resort.

02The objectives

  • Increase direct bookings and booking revenue.
  • Improve website conversion performance.
  • Maximise Google Ads returns through data-driven optimisation.

03My role

As Account Manager, I managed client communication, monitored campaign results, translated performance data into recommendations and coordinated with advertising specialists to support the resort’s commercial goals.

04Strategy & action

  • Reviewed booking trends, conversions, revenue and ROAS.
  • Coordinated Google Search and Performance Max campaign strategies.
  • Identified opportunities to reach high-intent travellers using lower-funnel marketing strategies throughout the booking journey.
  • Presented performance insights and optimisation recommendations to the client.

05Results & impact

Google Search achieved 10.81× ROAS, while Performance Max reached 39.11× ROAS. The website conversion rate improved from 0.37% to 0.58%, representing 56.8% growth over the previous month.

06Key learning

The project strengthened my ability to interpret campaign performance, communicate commercial insights and recognise that bookings, revenue and conversion efficiency matter more than traffic alone.

My key
takeaway
“Effective digital strategy connects advertising performance with real business outcomes, not simply clicks and impressions.”

How I work

One marketer, the whole funnel

Listen firstUnderstand the people and the business before touching a campaign.
Find the real problemDiagnose what is actually blocking growth — leads, targeting, conversion or retention.
Let data prove itTest, measure against revenue and report honestly, every month.
Google AdsPerformance MaxAI MaxMeta AdsSEOGA4CRM & account managementAI-assisted reportingClient presentations

Connect with me

Let’s grow together.

Open to conversations on marketing, account management, hospitality, tourism and leadership in Aotearoa.

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