Overview

At Displays2go, I managed cross-channel social media strategy and campaign execution across organic content, Meta advertising, LinkedIn and Pinterest for an established e-commerce brand.

My work combined content strategy, paid acquisition, audience targeting and performance analysis, with a focus on expanding brand visibility while driving qualified traffic and measurable customer acquisition.

The Challenge

Displays2go operates in a traditionally functional, B2B manufacturing space where products are often marketed through straightforward, utility-first creative. The challenge was to make the brand feel more visually engaging and modern without losing clarity around what the products actually did.

My focus was on taking practical display and merchandising products and presenting them in a way that felt more polished, lifestyle-driven and visually appealing across social and paid channels. The goal was to make inherently functional products feel more scroll-stopping while still supporting product education, discovery and conversion.

My Role

My work included:

• Social media strategy

• Content planning and production

• Meta advertising

• LinkedIn advertising

• Pinterest strategy and SEO

• Audience targeting

• Campaign optimization

• Google Analytics

• Performance reporting

• Customer acquisition strategy

Strategy

My approach combined organic content, paid acquisition and search-driven social discovery.

For organic channels, I developed content around products, customer use cases and visually engaging formats designed to expand reach and audience growth.

Paid campaigns across Meta and LinkedIn were developed around specific audiences and campaign objectives, with targeting, creative and budget allocation continuously evaluated against performance.

On Pinterest, I developed a keyword-driven strategy designed to position product content around high-intent searches and extend the lifespan of creative beyond a traditional social posting cycle.

Execution

I managed the cross-channel social content calendar and created graphic, photo and video content for organic publishing.

For paid media, I managed campaign strategy, audience targeting, creative development, budget allocation, optimization and reporting across Meta and LinkedIn.

I also used Google Analytics and platform-level insights to evaluate audience behavior, acquisition performance and creative effectiveness, applying those insights to future campaigns.

For Pinterest, I conducted keyword research and optimized content around relevant search terms to increase organic product discovery and referral traffic.

Results

The work contributed to 65% growth in social audiences, an 80% increase in Pinterest traffic and a 4.0× return on ad spend, creating a stronger connection between organic content, paid acquisition and search-driven product discovery.