Projects Portfolio

SNAPSHOT:

Led a statewide digital awareness campaign that reached an estimated 3-5M+ Californians with critical record clearance law updates, on a $65K paid media budget

THE CHALLENGE:

• California’s record clearance laws had changed, but most eligible residents had no idea the law applied to them, no clear way to check their status, and no simple path to apply

• No existing digital presence connected the legal change to the people it affected

• Needed to translate dense legal/policy language into something a general public audience would act on

MY ROLE:

• Led a cross-functional team of digital ad specialists, creative video team, and web designers from strategy through launch

• Owned platform strategy and budget allocation across Meta, Google, and YouTube

• Directed the web team’s build of ExpungeMyRecord.org, defining pathways to expungement for website visitors

THE APPROACH:

• Built a full-funnel strategy: paid ads for awareness → dedicated microsite for education → pathways to expungement for conversion

• Chose Meta, Google, and YouTube specifically to combine broad awareness (video, display ads) with Google search strategies

• Designed the site around three objectives: check your record status, find a local expungement clinic, apply for expungement — rather than a basic “Learn More” page

THE EXECUTION:

• Targeted ads to disproportionately affected Black and Latinx audiences via interest-targeted niche audiences like BET, Univision, California regional sports teams, and social workers/parole officers

• Aimed most efficient cost per completed view (CPCV) at rates that allow investment in engagement while delivering
  high reach