Timbuk2 | Data-Driven Creative & Content Strategist by Sean Singleton

Timbuk2 | Data-Driven Creative & Content Strategist

Sean Singleton

Marketing Analytics Specialist

Creative Design

Content Research

Google Analytics

Instagram

SEMrush

About Timbuk2: Timbuk2 is a San Francisco-based bag company known for its messenger bags and accessories. Founded in 1989, the brand emphasizes quality, durability, and sustainability in its products. Timbuk2 is committed to social responsibility and local manufacturing, using eco-friendly materials and practices. The company’s mission is to create functional and stylish bags for urban commuters and adventurers alike.

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Project Goals:

Guide creative testing and provide a measurement framework to help evaluate future creative potential (primarily across digital ad platforms, email, and social media)

Create content calendar and oversee content development & implementation

Project Strategy + Tactics:

Create audience personas to guide messaging

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

Generate insights from historical data + market research

Dove into Timbuk2’s historical creative performance to find patterns in successful (and unsuccessful) creative; used this data to aid the creation of new creative-specific goals & KPIs

Creative landscape analysis

Researched competitor creative assets in an attempt to reverse engineer creative success

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

Shared learnings with internal Creative teams; incorporated learnings into future creative requests

Expand on-site content marketing (via the blog)

Relied on SEO tools like Ahrefs & Semrush to identify 'content clusters' based on organic search ranking potential; created initial content drafts myself (submitted to internal Creative team for approval)

Assist with marketing measurement

Guided the selection of creative metrics to use as 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:

Identified the messaging which resonated best across audiences of both new & returning customers (via A/B testing), and incorporated that messaging across assets; resulting in a 54% increase in aggregate engagement

Developed ‘creative testing’ processes and provided a measurement framework to help evaluate future creative potential

Example Assets:

Instagram: