American Apparel | Performance Marketer

Digital Marketer

Performance Marketing Specialist

Search Engine Marketing

Ahrefs

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Google Analytics

American Apparel

About American Apparel: American Apparel is (was) a clothing retailer popular for its casual basics, and well-known for its provocative marketing campaigns and "Made in USA" ethos (with all manufacturing done in downtown Los Angeles).

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Project Goal:

Design and manage cross-channel campaigns across 20+ countries

Project Responsibilities + Results:

Utilize SEM/SEO to allocate for brand demand (and build brand awareness)

Increased average monthly paid-search revenue 82% through increased investment in non-brand keywords and a quarterly expansion into new countries

Leverage Display campaigns to build brand awareness (and drive brand demand)

Using lifestyle assets to build brand awareness and dynamic remarketing (via product-feeds) to drive demand, worked to reduce average monthly ‘Display-CPA’ by 21%

Partnered with Creative on data-driven asset development

Direct integrated paid-social campaign strategy and manage agency relationship

Increased average monthly paid-social revenue 219% in collaboration with paid-social advertising agency

Launch curated ‘Creator network’ within our affiliate channel

Increased average aggregate monthly paid-media revenue 36%

Project Tools:

Google Analytics

Google Search Console

Excel + Google Sheets

Semrush

Ahrefs

Marin Software