Performance Marketing

Texas Tech University — Recruitment Campaign (Meta Ads)

Objective

• Supported digital recruitment efforts for prospective students using Meta Ads.
• Developed campaigns designed to increase awareness and generate qualified inquiries.

Responsibilities

• Planned campaign structure across Facebook and Instagram.
• Built audience segments based on recruitment goals.
• Wrote ad copy and collaborated on creative testing.
• Monitored campaign performance and optimized delivery.
• Reported on key performance indicators to stakeholders.

Approach

• Audience research and segmentation.
• A/B testing of creative assets and messaging.
• Budget optimization.
• Performance monitoring and iterative improvements.

Results
Instead of sharing confidential numbers, you can say things like:

• Improved campaign efficiency through ongoing optimization.
• Increased engagement with recruitment campaigns.
• Helped support university enrollment marketing initiatives.
• Delivered actionable insights through campaign reporting.

Danilo Montero — Music Release Marketing Campaign

Client
Danilo Montero

Objective
Develop and optimize Meta advertising campaigns to increase awareness and drive listeners to streaming platforms during a music release.

Platforms

• Facebook
• Instagram

Campaign Goals

• Traffic
• Engagement
• Video Views
• Music Streaming

Responsibilities

• Built Meta campaign structure.
• Developed audience targeting strategies.
• Managed campaign budgets.
• Optimized campaign performance based on platform metrics.
• Tested creative variations and messaging.
• Monitored campaign performance and adjusted targeting throughout the campaign.

Strategy

• Interest targeting focused on Christian music listeners and worship audiences.
• Retargeting engaged users with additional content.
• Creative testing using video clips, album artwork, and performance footage.
• Mobile-first ad placements across Facebook and Instagram.

Outcome

• Increased visibility of the music release across Meta platforms.
• Drove qualified traffic toward streaming services.
• Improved campaign performance through continuous optimization.

Josué González — Concert Promotion Campaign

Client: Josué González (Personal Brand)

Campaign Type: Event Marketing / Meta Ads

Objective

Promote a live piano performance and increase ticket sales, event awareness, and audience engagement through targeted Meta advertising.

Platforms

• Facebook
• Instagram

Campaign Goals

• Event Responses
• Traffic
• Conversions (Ticket Sales)
• Video Views

Target Audience

• Classical music enthusiasts
• Piano students and educators
• Concertgoers
• Arts and culture audiences
• Local audiences within the event region

Responsibilities

• Planned and launched Meta advertising campaigns.
• Defined audience segmentation and targeting strategies.
• Created ad copy and creative concepts.
• Managed campaign budget and optimization.
• Monitored campaign performance and adjusted targeting and creatives based on results.

Strategy

• Geo-targeted audiences near the concert venue.
• Interest targeting for classical music, piano, orchestras, and performing arts.
• Retargeting users who engaged with previous content and website visitors.
• A/B tested different creative assets, headlines, and calls-to-action.
• Optimized placements across Facebook and Instagram.

Creative Assets

• Performance video clips
• Concert photography
• Event posters
• Testimonials and social proof
• Countdown and reminder ads leading up to the event

Results

• Increased awareness of the concert among the target audience.
• Drove qualified traffic to the ticketing page.
• Improved audience engagement through continuous campaign optimization.
• Supported ticket sales through paid social media advertising.

Tools Used

• Meta Ads Manager
• Meta Business Suite
• Canva / Adobe Creative Suite
• Google Analytics