Digital Marketing Coaching

Digital Marketing Coaching

Feb 2025

Digital Marketing Transformation Coach & Strategic Consultant: I served as a high-level consultant for the University’s rebranding and website revamp while simultaneously acting as a hands-on mentor. I was responsible for architecting a "0 to 1" roadmap that transitioned the marketing team from foundational knowledge to advanced technical autonomy—ensuring they could manage, scale, and audit their own digital ecosystem without external reliance.

UBE (University of the Built Enviroment) faced the dual challenge of a complex university rebranding and a fragmented data landscape. To ensure a successful transition, the team needed to rapidly bridge their technical knowledge gap, ensuring that the upcoming website launch would be a high-performance conversion engine rather than just a visual update.

A Hands-On Transformation

1. Web UI/UX & SEO Strategy (The Revamp Blueprint)
With a new website launch on the horizon, I provided a technical roadmap to ensure Google "catches up" quickly and ranking is maintained post-revamp:

SEO Continuity: Provided recommendations for both Technical SEO (site structure, indexing) and Content SEO to ensure a seamless transition during the name change.

UI/UX Optimization: Guided the team on the Inverted Pyramid content model and user flow improvements to maximize student enrollment.

2. Technical Execution: Advanced Tracking (GTM/GA4)
Data is the lifeblood of performance. I worked side-by-side with the team to build a sophisticated measurement framework:

GTM Implementation: We built a custom GTM Tracking Plan using professional naming conventions, allowing the team to deploy relevant trackings for performance use instantly.

GA4 Integration: Configured advanced event tracking to capture the complete student journey, from initial discovery to final registration.

3. Multi-Channel Ad & Organic Strategy
I led the team through the execution of complex campaigns while harmonizing paid and organic efforts:

Digital Ad Strategy: Using Google Ads Editor, we built high-intent Search, Display, and YouTube campaigns.

Organic Social Integration: Provided a strategic recommendation for organic content, including optimal posting schedules, content types for education, and a streamlined process for cross-departmental communication.

4. Looker Studio: Actionable Insights for Stakeholders
I moved the team away from static reporting toward dynamic, automated data visualization:

Cross-Departmental Clarity: Built Looker Studio dashboards designed to be easily understood by stakeholders and agencies alike.

Action-Oriented Data: These dashboards provide immediate insights, allowing the team to make real-time optimizations to digital campaigns to drive new student enrollments.

The Result: A High-Performance Digital Engine
By the end of the 21-hour residency, the University of the Built Environment achieved a new level of operational maturity.

Deployment Ready: The team can now independently deploy new GTM trackings to gather relevant performance data for immediate use.

Strategic Autonomy: The team possesses the advanced knowledge to manage a rebranding transition and a new website launch with minimal external reliance.

Data-Driven Culture: Campaign optimizations are now based on automated, easy-to-read visualizations that align all departments toward the goal of student enrollment.