Asian Egg Bank
Below are some highlights from my time at Asian Egg Bank.
20% Growth
in egg batch sales
I oversaw a 20% increase in egg batch sales during my first year at AEB.
I mainly attribute this growth to bringing all marketing strategies in-house: from donor recruitment, targeting intended parents, and enhancing our digital marketing efforts on platforms such Google Ads and Meta.
Website & Ad Account
overhaul & redesign
When I onboarded at AEB, our website, Google Ads, and Facebook Ads were managed by an outside vendor.
This gave me almost no control over our web design, ad design, ad spend, donor onboarding costs, intended parent CPA... basically we were at the whims of an under-performing agency, and didn't actually "own" our Ad accounts, or even our website.
I rebuilt our website so we actually own it and have full back-end access. I rebuilt our digital ad accounts, and have successfully rebuilt our digital marketing infrastructure in-house.
CRM Design
and building AEB's data environment
The CRM needs for Asian Egg Bank are complex. There are essentially 2 digital marketing businesses to run and manage:
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Donor Onboarding
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Intended Parent Egg Batch Sales
Each one having separate campaigns, web assets, budgets, sales staff, etc.
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When I onboarded, most pipelines were managed with a combination of excel sheets, and rudimentary lead forms. Now - since redesigning our site and having full access to the back end, I've been able to successfully design AEB's CRM from the ground up - one that actually works - and engages and retains both Intended Parents and Donors alike.
21% Growth
in donors recruited
I'd attribute the majority of this growth to the above mentioned digital marketing infrastructure and CRM overhaul.
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Additionally, reinvesting in content creation for both organic and paid donor campaigns, has lead us to able to steadily grow our in-house donor recruitment, while reducing our CPA for donor leads. I've developed hundreds of pieces of new content for donor campaigns across all major social platforms.
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I constantly monitor trends, successful accounts, and social analytics to inform my content strategy and optimize future performance; all while making content that ultimately converts donor inquiries into applicants.
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