My Strategic Framework
A proven 4-phase methodology for building digital growth engines from research to results
From Research to Results
My approach combines strategic thinking with tactical execution, always keeping the customer journey at the center. I believe in balancing quick wins with long-term foundation building—delivering immediate value while setting up sustainable growth systems.
Research & Discovery
Understanding current state & identifying opportunities
Strategic Planning
Developing comprehensive strategy & roadmap
Implementation
Executing strategy with agility & focus
Optimization & Growth
Scaling what works, improving what doesn't
Research & Discovery
Key Activities
- •Comprehensive digital audit of current presence
- •Competitive analysis & market positioning review
- •Customer research & persona development
- •Market trends analysis & opportunity identification
- •Technology stack evaluation
- •Analytics & data infrastructure review
- •Stakeholder interviews & organizational assessment
Deliverables
- Current state assessment report
- Competitive landscape analysis
- Opportunity prioritization matrix
- Preliminary recommendations
- Technology gap analysis
Case Example
For Andiata, I conducted a 360-degree digital audit revealing minimal paid advertising, underdeveloped email marketing, and significant e-commerce optimization opportunities—providing clear roadmap for growth.
Strategic Planning
Key Activities
- •Define strategic pillars & core focus areas
- •Set measurable goals & KPIs by channel
- •Develop channel strategy (paid, organic, email, social)
- •Create budget allocation framework
- •Recommend technology & platform improvements
- •Build content strategy & editorial calendar
- •Plan resource requirements & team structure
Deliverables
- Comprehensive digital marketing strategy document
- 12-month implementation roadmap
- Budget proposal with ROI projections
- Success metrics & KPI framework
- Technology & platform recommendations
- Channel strategy breakdowns
Case Example
Developed Andiata's 6-pillar strategy covering performance marketing, e-commerce optimization, email automation, content strategy, analytics, and omnichannel integration—each with clear KPIs and timelines.
Implementation
Key Activities
- •Execute quick wins for immediate impact (Month 1)
- •Build foundational infrastructure (Month 2-3)
- •Launch campaigns across prioritized channels
- •Implement platform improvements & integrations
- •Train teams on new tools & processes
- •Manage agencies & vendor relationships
- •Maintain continuous stakeholder communication
Deliverables
- Launched campaigns & active programs
- Implemented systems & integrations
- Weekly/monthly performance reports
- Optimization recommendations based on data
- Team training & documentation
- Campaign creative & messaging
Case Example
Andiata's 90-day launch plan prioritizes email automation, Google Shopping campaigns, and CRO quick wins in Month 1, followed by infrastructure building and strategic initiatives in Months 2-3.
Optimization & Growth
Key Activities
- •Monitor performance metrics & identify trends
- •Run systematic A/B testing programs
- •Reallocate budget based on performance data
- •Test new channels & tactics
- •Implement advanced personalization
- •Scale successful initiatives
- •Continuous improvement & iteration
Deliverables
- Monthly performance dashboards
- Optimization recommendations & action plans
- A/B test results & learnings
- Budget reallocation proposals
- Growth experiments & pilots
- Quarterly business reviews with ROI analysis
Case Example
Continuous testing revealed that email's cart abandonment sequence with product images outperformed text-only by 45%, leading to template redesign across all automated flows.
How I Measure Success
Clear metrics and continuous reporting ensure accountability and demonstrate ROI
Revenue Metrics
- •Total revenue growth
- •Revenue by channel
- •New vs returning customer revenue
Conversion Metrics
- •Overall conversion rate
- •Channel-specific conversion
- •Mobile conversion rate
Customer Metrics
- •Customer acquisition cost (CAC)
- •Customer lifetime value (CLV)
- •Retention rate
Marketing Efficiency
- •Return on ad spend (ROAS)
- •Marketing efficiency ratio
- •Cost per acquisition
Ready to Apply This Framework to Your Business?
Let's discuss how this methodology can help you achieve your digital marketing goals