Antonio Stanley

Digital Media Marketing Portfolio

Summary

Performance-powered professional with more than 10 years of experience curating and coordinating marketing solutions for global brands and start-ups alike. Fueled by passion and purpose, I come equipped with an eclectic mix of technical and analytical skills.

I am also an avid writer, designer, and lifelong learner.

Experience

Director, Marketing & Branding2018 – Present

Mensroom Salon • Portland, Maine

  • Built and branded company's current, mobile-first website to enhance user experience, boost page speed, and accelerate an on-page SEO strategy
  • Conducted keyword research, competitive analysis, backlink building, and content marketing to gain first-page positioning on Google's SERP for several competitive keywords
  • Executed all conditional email, SMS, and push campaigns to improve retail sales, retention rates, and frequency of visits, increasing CLV by 61% over prior year
  • Leveraged remarketing tools and custom audiences to laser-target users and maximize ROAS; monitored and reported on KPIs to optimize landing pages and ad creatives
  • Owned all paid social media campaigns, Google PPC search, display, and video ads
  • Liaised with subject-matter experts and product vendors to author The Handsome Herald introducing an untapped sales funnel while positioning copy for Google’s E-A-T
  • Implemented in-store digital displays with interactive and knowledge-based content increasing YTD retail sales by 22% over prior period
  • Developed ICPs and buyer personas to guide lead generation and reduce CAC
  • Collaborated with cross-functional teams to create digital platforms and resources for staff
  • Produced in-house video content and various rich media to bolster brand equity, drive conversions, and augment recruitment efforts
  • Partnered with leadership, influencers, and community organizations to consolidate insights, analyze consumer preferences, and identify new growth opportunities
  • Fostered all promotional and lead nurturing email campaigns from design to delivery
  • Utilized auditing tools to analyze and optimize site structure and performance, achieving a GTmetrix grade of A

Manager, E-Commerce Marketing2015 – 2018

Maine Lobster Now • Saco, Maine

  • Supported all multi-channel DTC e-commerce initiatives to grow company’s annual revenue from $1.2 million in 2016 to $5.5 million in 2018
  • Spearheaded development of an in-house creative department saving more than $100,000 in extraneous studio fees and contractor expenses
  • Launched top-performing holiday drip campaign generating over $325,000 in gross sales
  • Designed and delivered all emails; mapped automation, UTMs, and abandoned cart alerts, segmented subscribers and configured personalized cross-sell recommendations
  • Streamlined lead generation to score 30,000+ subscribers through social engagement, referral programs, and product promotions
  • Initiated ongoing consumer surveys and social polls to identify and analyze preferences, product opportunities, extensions, and QC factors
  • Designed infographics, print materials, and step-by-step cooking guides for meal kits; strategist behind the 'lobster trap' shipping package (box design)
  • Optimized landing pages for various product promotions, FAQs, and recipes, improving CTR, conversions, and SEO while adapting to Google's newly released E-A-T/YML algorithm
  • Directed all product photography and video production to enhance landing pages, increase dwell time, and supplement SMM objectives
  • Updated and maintained inventory, images, descriptions, and shipping details
  • Led brand's SMM strategy and deliverables to gain more than 40K social followers across Facebook and Instagram
  • Created how-to cooking videos for multi-channel distribution generating over 200K channel views on YouTube
  • Collaborated with Web Master to enhance frontend design consistent with creative vision

Coordinator, Digital Marketing2012 – 2015

Acapello Salons • Scarborough, Maine

  • Created sitewide opt-in offer above the fold scoring an average of 90 conversions month-over-month; configured all promo codes, automation, and tracking
  • Executed all marketing initiatives to scale business from three to five locations, achieving an increase in top-line revenue of $1.9 million over two years
  • Performed keyword research, competitive analysis, site audits, and backlink building to gain first-page positioning on Google's SERP for top-competing keywords
  • Utilized remarketing tools and custom audiences to maximize return on ad spend
  • Developed market research and ICPs to steer customer acquisition and retention strategies
    Redesigned and managed brand’s website to improve UX and reinforce on-page SEO
  • Analyzed traffic and campaign metrics to track and optimize ads/landing pages
  • Owned all transactional and promotional email campaigns from design to delivery
  • Optimized key directory listings to accelerate local marketing and SEM initiatives
  • Produced recruitment video ad campaigns to convey culture and attract candidates

Freelancer, Content Marketing2011 – 2018

Maine Media Marketing • Freelance

  • Aveda: Catwalk for Clean Water, Videographer & Editor
  • Paul Mitchell: Marula Oil Product Launch Campaign, Videographer & Editor
  • SalonCentric: Fall Styles Show, Videographer and Editor
  • Three Olives: Jacked Apple Product Launch Campaign, Videographer & Editor
  • Inspired Designs, Inc: E-Commerce Shopify Website: Web Developer, Paid Social Ads
  • Stonebreaker: Kickstarter Campaign Video: Videographer and Editor
  • Meridee Winters School of Music: Recruitment Video, Videographer & Editor

Featured Work

Find what you love and share it with the world – so that others too feel love in what you do.
Antonio Stanley

Skills

Technical skills and industry knowledge includes, but is not limited to:

Platforms

Extensive hands-on experience using the following platforms and applications:

Certificates

Competency in creating, managing and reporting on social ads across Facebook, Instagram, and Messenger.

Thorough understanding of tracking code implementation, data collection and remarketing, processing and configuration, and other analysis and marketing tools.

Certification exemplifies advanced channel optimization techniques, content strategy, production value, policies and guidelines and advertising best practices.

Certificate demonstrates ability to create frameworks for consistent, engaging content that humans and search engines value.

Certificate illustrates knowledge of SEO best practices, including how to efficiently track, adjust and implement search engine optimization campaigns within SEMrush.

 

Partnerships

As a freelancer, I had the pleasure of working with global brands such as Paul Mitchell, Aveda, and Three Olives.

Contact Me

Drop me a line to request references or additional samples of my work:
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Mensroom Salon E-Commerce Web Design

E-Commerce Development

Goal: Introduce an untapped sales channel to remain competitive, offering same-day local delivery with an emphasis on community.

Overview: Initiated, planned, designed, and executed all aspects of the brand’s first e-commerce solution via Shopify.

Results: Launched shop.mensroomsalon.com on Black Friday ’21; leveraged custom audiences, remarketing tags, in-store collateral, and email automation generating $18,000 in 72 hours. 

Developed by Antonio Stanley for Mensroom Salon

Mensroom Salon Google SERP Rank

Google First Page Ranking

Goal: Gain first-page positioning for several competitive keywords.

Overview: Owned a comprehensive SEO initiative; conducted site audits, keyword research, and backlink building; executed all on-page SEO and local SEM, including blogging and GMB updates.

Results: Scored in Google’s Top 5 results for competitive keywords (shown above) in less than 90 days. 

Executed by Antonio Stanley for Mensroom Salon

Holiday Drip Campaign

Goal: Improve engagement, opens, clicks, and conversion rates.

Overview: Strategized and executed a ’12 Days of Giftspiration’ email drip campaign; leveraged unique subject lines, send times, dynamic content, and abandoned cart reminders.

Results: Yielded a company record $325,000+ in gross revenue in December; increased AOV by $40 over prior year; improved open rates and CTR; campaign still in effect today.

Performed by Antonio Stanley for Maine Lobster Now

E-Learning Module

Digital Training Modules

Goal: Develop an interactive virtual learning platform to educate, motivate, and empower staff.

Overview: Collaborated to identify the needs and learning style of team members; consolidated and digitized all resources on hand; created company culture and onboarding videos, skill-building lessons, interactive quizzes, and quotes from inspiration leaders.

Results: Launched the myacapello.com portal – boosting morale and employee retention, while reducing losses from performance and productivity issues. Curriculum still used today.

Curated by Antonio Stanley for Acapello Salons

Corporate Website Redesign

Goal: Redesign corporate website consistent with new branding.

Overview: Owned the redesign of mensroomsalon.com from design to deployment, enhancing UX, CRO, SEO, and page speed; executed all copy, performance audits, and maintenance.

Results: Owned the redesign of mensroomsalon.com from design to deployment, enhancing UX, CRO, SEO, and page speed; executed all copy, performance audits, and maintenance.

Designed by Antonio Stanley for Mensroom Salon

Social Channel Growth

Goal: Improve engagement, opens, clicks, and conversion rates.

Overview: Strategized and executed a ’12 Days of Giftspiration’ email drip campaign; leveraged unique subject lines, send times, dynamic content, and abandoned cart reminders.

Results: Yielded a company record $325,000+ in gross revenue in December; increased AOV by $40 over prior year; improved open rates and CTR; campaign still in effect today.

Coordinated by Antonio Stanley for Maine Lobster Now

Creative Studio Development

Goal: Introduce opt-in offer to capture email addresses, nurture leads, and leverage remarketing flows.

Overview: Spearheaded an in-house creative studio saving the company $100K in extraneous rental fees and subcontractor expenses; directed all product photography.

Results: 90+ conversions month-over-month helping to scale the business from 3 to 5 locations in 2 years.

Developed by Antonio Stanley for Maine Lobster Now

Social Media Remarketing Ads

Social Media Remarketing

Goal: Retarget website visitors with an A/B offer who did not reach the ‘thank you’ page (complete booking).

Overview: Implemented sitewide lead magnet (first-time discount) above the fold; A/B tested discount value and input fields to optimize for conversions and improve UX.

Results: $37,000+ ROAS

Coordinated by Antonio Stanley for Acapello Salons

Lead Generation Stategy

Lead Generation Initiative

Goal: Introduce opt-in offer to capture email addresses, nurture leads, and leverage remarketing flows.

Overview: Implemented sitewide lead magnet (first-time discount) above the fold; A/B tested discount value and input fields to optimize for conversions and improve UX.

Results: 90+ conversions month-over-month helping to scale the business from 3 to 5 locations in 2 years.

Created by Antonio Stanley for Acapello Salons

Goal: Develop an interactive e-learning platform to educate, motivate, and empower staff.

Overview: Collaborated to identify the needs and learning styles of team members; consolidated and digitized all resources on hand; created company culture and onboarding videos, skill-building tips, interactive quizzes, and inspirational quotes.

Results: Launched the myacapello.com portal – boosting morale and retention rates, while reducing losses from performance and productivity issues. The curriculum is still used today.

Produced by Antonio Stanley for Mensroom Salon

Consumer Perception Program

Goal: Build trust and awareness with consumers while promoting a positive perception of lobster fishing in connection with MLN.

Overview: Produced and edited video; positioned video across mainelobsternow.com, YouTube, and social media channels.

Results: Video bolstered brand equity while underscoring the company’s commitment to sustainable, locally-sourced seafood.

Produced by Antonio Stanley for Maine Lobster Now