American Apparel | Performance Marketer
Sean Singleton
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)
SEM: Increased average monthly paid-search revenue 82% through increased investment in non-brand keywords and a quarterly expansion into new countries
SEO: Increased average monthly non-brand keyword revenue 37% and achieved first page SERP rankings for 100+ transactional keywords (while reducing paid-search spend 24%)
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%
Led A/B testing in collaboration with CRO agency
Improved site engagement (11% average increase in time-on-site) and sales (5% average increase in conversion rate)
Project Tools:
Google Analytics
Google Search Console
Excel + Google Sheets
Semrush
Ahrefs
Marin Software
Optimizely
Commission Junction
Pepperjam
Facebook Ads
Microsoft Ads
Google Ads
Certifications:
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Posted Sep 25, 2024
Designed, implemented, and managed cross-channel digital marketing campaigns across 20+ countries.
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American Apparel
