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Workflows & Performance Reporting 

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<p>She believes campaigns need strong structure to scale effectively. She builds custom workflows in HubSpot, mapping user journeys from the first click through to follow-up, ensuring every touchpoint — from engagement-driven emails to compelling ads and lead magnets — is connected and strategic. Using tools like Google Analytics, Campaign Manager, Lusha, and HubSpot as her core stack, she drives a healthy pipeline, moving MQLs efficiently into SQLs. </p>
<p>Her approach combines smart segmentation, value-led messaging, and automated email chains in HubSpot that adapt to audience behaviour, responding to opens, clicks, form fills, and more. To automate and streamline every step, she also uses platforms like Make.com, syncing systems and creating workflows.</p>

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<h2 style="white-space:pre-line">Long term reporting</h2>
<p>She builds campaigns around high-impact moments, from industry events and client launches to awards and peak buying cycles, ensuring every ad is tied to real-world relevance and designed to stand out. She focuses on creating impressions with intent, not wasting them, making sure each campaign cuts through the noise and delivers meaningful engagement.</p>

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One of the key capabilities she developed and implemented at CI Group was a structured, insight-driven reporting process for organic social media. She introduced a consistent reporting rhythm, including weekly performance updates reviewed in regular meetings to track engagement, reach, content effectiveness, and follower growth. These real-time insights allow the team to stay agile and refine content as needed. On a broader level, she produces monthly reports to monitor trends and campaign success, alongside detailed six-month performance reviews that feed into the end-of-year analysis. This framework has delivered real strategic value, showing not just growth, but meaningful year-on-year improvements in brand awareness and audience interaction, helping CI Group evolve and strengthen its organic presence.

Social Media & Engagement

She led two high-impact paid LinkedIn campaigns for CI Group, one aligned with BETT and the other with GKO 2025, each strategically timed to support major sector-specific events. For both campaigns, she developed five unique ad sets with tailored creative and messaging, managed all backend audience targeting and segmentation, and executed everything in-house. The BETT campaign, targeting the education tech sector, reached 900 people, generated 6.3K impressions, 20 clicks, and attracted MQLs from major brands like Microsoft, Google, Adobe, Dell, and Canon- all from a modest £152 spend. The GKO campaign reached a wider audience of 1,400, delivered 11.4K impressions, 50 clicks, and surfaced strong leads from Meta, Intel, Jamf, Jabra, and more, engaging decision-makers across the tech sector. Both campaigns significantly boosted brand visibility at critical moments and created clear commercial value by feeding directly into active sales conversations.

Paid Ad Reports

A key part of her reporting strategy focuses on the interplay between HubSpot, LinkedIn, and Google Analytics, ensuring that performance is measured across the full user journey rather than through isolated metrics. She uses UTM tracking to tag all campaign links, tracing engagement pathways from LinkedIn posts through to on-site behaviour in Google Analytics, and then linking this back into HubSpot for accurate lead attribution and nurturing flows. This approach allows her to track not just which content performs well on social media, but whether it drives qualified traffic, conversions, and real pipeline value. She regularly analyses bounce rates, session durations, and conversion paths in Google Analytics alongside HubSpot data like form fills, email interactions, and lead source quality to refine strategies and maximise impact.