Marketing Director

Erika Carpio

Executive Summary

As Marketing Director for Sagelane Autospa & Carwash, I lead comprehensive full-stack marketing operations for a fast-growing multi-location carwash business in the Texas and Georgia markets. This case study demonstrates how strategic marketing systems, data-driven campaigns, and creative execution drive measurable growth.
Role: Marketing Director Industry: Automotive Services / Car Wash Duration: November 2025 - Present Focus: Scalable systems, performance marketing, and multi-location operations

Technical Skills, Tools, & Core Competencies

Marketing Technology Stack

Project Management: Monday.com and Trello
Paid Advertising: Google Ads and Meta Business
Landing Pages: SquareUp platform, custom landing page optimization
Creative Tools: Canva, CapCut, Figma,
Print: Vistaprint and FedEx
Social Media: Metricool, LinkedIn, Instagram, and Facebook

Core Competencies

Strategic: Marketing Strategy, Campaign Planning, Budget Management, Team Leadership
Technical: SEO, CRM Management, Workflow Automation, Performance Analytics
Creative: Creative Direction, Design Review and Approval, Print Design, Social Media
Operational: Project Management, Process Optimization, Quality Control

Comprehensive Scope of Work

📊 Strategic Operations
• Project Management & Cross-functional Coordination • Budget Planning & Media Spend Optimization • Content Oversight & Quality Control Systems • Print Design & Location-Specific Signage Direction 📱 Social Media Marketing • Multi-platform Content and Campaign Strategy Development • Weekly Content Review & Approval (Instagram, Facebook, LinkedIn) • Brand Consistency Across All Social Touchpoints 🎯 Paid Advertising • Google Ads Campaign Creation & Management • Meta Ads Strategy & Execution • Comprehensive Keyword Research & Targeting 📧 Email & SMS Marketing • Email Campaign Strategy & Copywriting • Newsletter Content & Editorial Creation • SMS Marketing • Customer Segmentation 🔍 SEO & Web Optimization • Google Business Profile Management & Optimization • Local SEO Strategy & Implementation • Custom Landing Page Creation & Testing • Website Content Strategy & Technical SEO Audits 📈 Analytics & Reporting • Weekly & Monthly Performance Analysis • Strategic Goal Setting • Executive Summary Reports for Leadership • Competitive Analysis & Market Benchmarking • Data-Driven Strategy Recommendations

Campaign Examples:

1. Promotional Campaigns
Strategy: Limited-time offers with urgency messaging
Format: Discount codes, service bundles, seasonal promotions
Performance: High conversion rates due to compelling offers and clear CTAs
2. Newsletter Campaigns
Strategy: Regular monthly customer communication with value-added content
Format: Service tips, company updates, exclusive updates
Performance: Strong engagement with existing customer base
3. Announcement Campaigns
Strategy: New service launches, location openings, operational updates
Format: Brand-focused messaging with clear next steps
Performance: Effective awareness building for business developments
4. Membership Campaigns
Strategy: Loyalty program promotion and member retention
Format: Exclusive member benefits, reward programs, VIP offers
Performance: Increased customer lifetime value and repeat business

SMS Marketing Campaign Performance

SMS Campaign Strategy Examples:
Annoucements
Exclusive Offers
Weather-Based

Key Takeaways & Strategic Insights

What Makes My Work This Successful

Cross-Channel Integration: Email and SMS work together to maximize customer touchpoints
Strategic Campaign Segmentation: Different message types (promotional, newsletter, announcement, membership) served distinct customer journey stages
Data-Driven Optimization: Every campaign is measured and optimized based on performance metrics and customer behavior
Scalable Systems: Built repeatable processes for consistent campaign execution across multiple locations
Customer Lifetime Value: Membership campaigns increased repeat business and loyalty
Operational Efficiency: Streamlined approval processes and automated workflows

Marketing Technology & Process Improvements

Projects, Paid Campaigns, and Print Budgeting: Clear tracking of revenue directly attributable to specific campaigns or projects
Automated Workflows: Trigger-based campaigns for optimal timing and relevance
Quality Control Systems: Consistent brand messaging across all communications and designs
Performance Reporting

Let's Work Together

Ready to build scalable marketing systems and data-driven campaigns that deliver measurable results? This case study demonstrates my ability to:
Develop comprehensive marketing strategies from the ground up
Execute multi-channel campaigns
Build systems and processes that scale with business growth
Lead cross-functional teams and manage complex projects
Deliver consistent results across diverse marketing channels
Contact me to discuss how these strategies can be adapted for your business.
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Posted Jul 26, 2025

Led full-stack marketing for a carwash chain, grew bookings, drove $22K+ in email sales alone, and built scalable systems across social, email, & sms campaigns.

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