Leading this shift required collaboration across multiple departments, including sales, compliance, and design plus two external vendors.

I developed an initial strategy, created ad mockups, and built a sales pitch, including a sell sheet and website, to present to Sales Managers. Their feedback was crucial—I refined the plan based on their concerns to ensure it was something they felt confident selling. We then launched a small test group of clients to evaluate performance, identify issues, and fine-tune our approach.

Once we were confident in the system, we held public webinars to announce the shift to social media ads, ensuring both internal teams and clients understood the benefits. Throughout the rollout, I worked closely with compliance to align with regulations and collaborated with sales teams to refine the product. We continued to gather feedback, evolving the service to better meet client needs.

By the end of the transition, we successfully replaced EDDMs with a cost-effective, trackable, and high-performing digital ad strategy—reducing wasteful spending while maintaining client satisfaction and sales team confidence.

Website: https://sites.google.com/premiummortgage.com/socialads/home