Brand + Growth

Client: ABC Home & Commercial Services
Role: Senior Marketing Manager
Timeline: 2021 - 2025
Work completed while employed at Monkee-Boy. Metrics reflect contributions within a broader team effort.

Challenge:
ABC faced increased competition across the Metroplex, resulting in a decline in new customer acquisitions. At the same time, the company needed to increase awareness and demand for a new branch in Oklahoma, entering a market where brand recognition was limited.

The challenge was to strengthen brand authority, rebuild demand, and support expansion through a cohesive, full-funnel digital strategy.

Strategy & Approach:
I implemented an integrated marketing approach designed to build trust, establish authority, and drive demand across both existing and new markets.

Content & Authority Building:
* Developed quarterly premium content assets to deepen brand affinity and support lead generation
* Increased thought leadership content to reinforce industry expertise and improve organic visibility

SEO & Website Optimization:
* Optimized site content to emphasize expertise, promotions, and differentiators, focusing on high-intent service searches across markets, adding sections like "Why Choose ABC for General Pest Services?", "You Can Trust ABC", and "ABC's Certified Entomologists"
* Improved on-page content with specialized technical training, safety standards, and the company’s 75-year, family-owned legacy to build credibility and trust

Paid Media & Demand Generation:
* Initiated the launch of a Performance Max campaign focused on the Oklahoma market to accelerate awareness for the new branch
* Consolidated Google Ads campaigns to prioritize emergent, high-ROI services
* Built full-funnel paid social campaigns to drive awareness, consideration, and conversion with a focus on specific services and key audiences

Results & Impact:
* 15% year-over-year increase in sales
* 30% Increase in brand awareness in Oklahoma, supporting a successful market entry
* Reestablished acquisition momentum in a highly competitive market through a more focused, performance-driven media strategy

See the site: https://www.abchomeandcommercial.com/dallas/pest-control
(page referenced shows improved SEO and service additions)