Happy Mammoth | Growth Strategist

Growth Marketer

Marketing Analytics Specialist

Marketing Strategist

Airtable

Google Analytics

SEMrush

Happy Mammoth

About Happy Mammoth: Happy Mammoth is a health & wellness brand which sells supplements supporting women's health. Their mission is to support women through their health journeys with a community-oriented approach and a commitment to sustainability. They originated in Australia.

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Project goal: Help enter Happy Mammoth’s e-commerce business into the US market

Project Strategy + Tactics:

Create audience personas

Leveraged demographic data to develop an understanding of the target audiences in the US and the messaging that resonates best (per audience)

Utilized A/B testing (across platforms) to determine best creative-audience fit

Created an ‘audience playbook’ in Airtable matching creatives to audiences

Audit existing marketing methods and create a comprehensive marketing plan

Reviewed Happy Mammoth’s data to see what was working well, what wasn’t…

Reviewed competitor’s traffic data (in Semrush) to understand gaps, prioritize focus areas

Reverse engineered successful content to understand what's driving engagement (across Happy Mammoth’s owned + social channels along with their competitors)

Guide the marketing plan implementation and serve as interim project manager

Met with all applicable team members to discuss marketing plan

Iterated plan based on feedback

Utilized Airtable to manage the project

Help with marketing measurement

Helped translate goals into primary & secondary KPIs

Examined a combination of attribution models within Google Analytics to assess ‘true performance’

For example, compared ‘linear’ with ‘last click’ attribution model to understand upper/mid-funnel creative impact

Project Results:

Delivered a ‘digital marketing blue-print’ for the US market

Set-up channel/campaign architecture

Created ‘creative testing’ processes