Client: Luxury Pet Hotel Investments, LLC — a 17-location K9 Resorts franchise group

Role: Marketing Operations Manager (reporting to CMO)

Project Overview

Built a full marketing funnel Meta Ads strategy from scratch for a 17-location K9 Resorts franchise group with creative tailored for top, middle, and bottom-of-funnel, structured around first-party customer data and the brand's actual differentiators. The new program lifted CTR 20% over the prior ad activity and produced 18 lead form fills in the first month, up from zero.

My Role

• Full-funnel strategy and campaign architecture
• First-party data extraction and audience briefing to the agency
• Creative direction across all three funnel stages
• Asset production (working with contracted designer and copywriter, plus building creative directly)
• Agency management - weekly briefs, asset handoffs, launch coordination

Situation

K9 Resorts sits at the premium end of pet boarding. The 17-location franchise group was running Meta Ads, but the program wasn't intentional. A mix of AI-generated creative from the agency and brand ads, running without clear funnel structure, not communicating the differentiators that justify the premium price point.

Most of the drop-off was happening mid-funnel. Click-through rates weren't strong, and nothing in the creative was built to move consideration-stage prospects toward booking. A new performance agency was brought on shortly after I joined; I ran point on the transition and took the opportunity to rebuild the paid program from the ground up.

Strategy

Structure the creative and spend around where prospects actually were in the buying journey and target them with data we already had.

Full-funnel structure: