Projects Portfolio

Statewide Record Clearing Campaign

  • SNAPSHOT: Led a statewide digital awareness campaign that reached an estimated 3-5M+ Californians with critical record clearance law updates, on a $60K 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 the three core user paths the site needed to support

  • THE APPROACH:

    • Built a full-funnel strategy: paid ads for awareness → dedicated microsite for education → three specific action paths for conversion

    • Chose Meta, Google, and YouTube specifically to combine broad awareness (video, display) with high-intent capture (search)

    • Designed the site around three jobs: check your record status, find a local expungement clinic, apply yourself — rather than one generic “Learn More” page

  • THE EXECUTION:

  • Scripted and co-directed video ads to be displayed on Meta and YouTube

  • Boost visibility across 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

  • Segmented audience collected from past event registrants

In-Person Community Outreach

Video Ads (Meta & YouTube)

  • Scripted and co-directed video ads to be displayed on Meta and Youtube

  • Boost visibility across disproportionately affected Black & Latinx audiences via interest targeting - targeted niche audiences like BET, Univision, California regional sports teams, and Social workers/Parole officers

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

  • Lookalike targeting: modeled from our past event Registrants and Site Visitors

  • Designed and printed pamphlets, posters, and one-pagers for regional street team distribution

Still Graphic Ads (Meta & Google)