Full-Stack
Digital Marketing

Project Overview

I lead website updates and redesign initiatives, implement SEO and CRO strategies, and analyze performance using GA4 and Google Search Console to continuously improve results. I develop and launch monthly marketing campaigns across multiple dealerships, ensuring alignment between campaign messaging, website experience, and business goals.

Beyond strategy and design, I monitor site health by resolving technical issues, maintaining accurate pricing and inventory feeds, and ensuring compliance across all digital properties. I manage vendor relationships across website, advertising, CRM, DMS, and ISM platforms, and collaborate with dealership managers across 9 rooftops to align campaigns with each location's goals.

Writing the Copy

I write all campaign copy in addition to designing the assets. Each OEM brand has its own tone and messaging guidelines, so adapting copy across Toyota, Honda, Acura, BMW, Ford, Lincoln, VW, and Subaru in the same month requires understanding what each brand allows and how they want to be positioned to customers.

The Honda hybrid brief asked for something that explained the technology without making it feel complicated. "Go Hybrid. Go Honda. Go Hansel." covers the product benefit, the brand, and the local dealership in a line that's easy to remember.

OEM Compliance

Every OEM brand has guidelines around language, logo usage, typography, color, and how offers are presented. Part of managing multiple brands at once is knowing those rules well enough to move quickly, and catching potential issues before assets go live.

BMW Year End Event, broke from group template to stay within BMW brand standards

VW Year End Specials, same compliance constraint, different brand voice

Monthly Campaign Execution

Each month I develop and launch new campaign assets based on current OEM offers, model launches, and seasonal promotions. I reference brand portals for approved photography and guidelines, ensure offer details and disclaimer copy are accurate, and build assets across the formats each dealership needs — website banners, social, email, and print.

Offer & conversion — Toyota

Toyota website hero banners, updated monthly with current lease/finance offers and compliant disclaimers

Product launches

Adventure On. The New 2025 4Runner Is Here.

Premium & EV campaigns

All-new Acura ADX, launch campaign

VW $7,500 EV Tax Credit, urgency-driven with hard deadline

Outdoor — billboards

Billboard design requires a different discipline, three seconds, one message, nothing else

HTML email development and deployment

I build HTML email templates for monthly campaign offers, lifecycle emails, and dealership communications, and mass deploy them across multiple locations during campaign launches. This includes updating outdated CRM default templates to meet current OEM brand standards.

Before: default CRM template

After: rebuilt to BMW brand standards

Live website pages

I also build campaign landing pages and site pages directly in Apollo using HTML and CSS, including seasonal campaigns, event pages, service pages, and evergreen content pages across multiple dealership sites.

Check out some of my live work below:

Ford of Napa Grand Opening Campaign

Hansel Ford of Napa launched a new location in February 2026. I designed the static grand opening creative, including ribbon cutting banners for social and web, as part of a broader campaign that also included a YouTube+ video component. I also designed, coded, and published the event landing page for the opening. The metrics below reflect overall site performance for that month.

The 1,222 total engagements included 577 service calls and 514 sales calls, indicating strong intent from visitors arriving during the launch period.

Grand opening social banner

Website header, same campaign

Takeaways