At a growth-stage B2B SaaS marketing platform, Alexa inherited an agency-managed paid media program with high spend and low accountability. She in-housed the entire paid media operation, rebuilt budget allocation by intent, and restructured account architecture and bidding strategy end-to-end across paid search.

When the company made a major mid-cycle shift in its trial model, she adapted the acquisition strategy in real time to match the new funnel dynamics. The result: blended CPA dropped from $171 to $78, paid spend decreased 46% year-over-year while trial volume grew, and attributed trials increased 192% on just 51% more spend, generating $547K in cost savings.

A female-founded spirits brand needed to build awareness and community on a tight budget of roughly $2K per month, in a category with significant advertising restrictions. Alexa developed the campaign concept, naming, and creative direction; built compliant creative frameworks from scratch after auditing the platform's advertising policies; and managed paid amplification across Facebook, Instagram, and Pinterest, as well as influencer and brand partner coordination. The campaign generated 1.6M+ in estimated reach, including reshares, 8,302 social actions, and 5,000+ leads in under six months at a cost per lead under $0.50.

A food and beverage brand with a focus on live events needed full-funnel creative and paid strategy for two live festival markets across two cities, on a compressed timeline. Alexa owned the entire effort solo, writing all campaign copy, including ticket announcements, sponsor emails, and press releases, building and managing social content calendars, running paid social campaigns optimized toward ticket purchases, coordinating influencer visits and original photography production, and building email flows for early-bird and urgency-driven ticket campaigns. Across both markets, the campaign drove 1.4M+ total impressions, an 18%+ average email open rate, and a 3.41x paid social ROAS in the top market.