Omnichannel Creative Strategy & Lead Gen Architecture 

Project overview

As Marketing Manager at Flypaper Digital Marketing, I was tasked with overseeing all inbound marketing strategy and brand communications across 12 agency locations. Flypaper serves a diverse client base across industries like trade services (Roofing, HVAC, Plumbing), legal, medical, and construction.



My primary objective was to establish a unified, authoritative brand presence for Flypaper across all channels while building high-converting internal marketing campaigns that consistently generated qualified inbound leads for our sales teams.

Key Challenges

Disjointed Multi-Location Messaging: With 12 agency locations operating in distinct regional markets, Flypaper lacked a unified brand identity across its inbound channels.

Lead Volume Pressure: Regional sales teams needed a steady, predictable pipeline of high-intent inbound leads across competitive target industries.

Omnichannel Coordination: Marketing materials needed to be created and synchronized seamlessly across social media, web, paid search, display, and traditional print touchpoints.

Strategic execution

Comprehensive Inbound Strategy: Orchestrated an end-to-end digital marketing program built to generate qualified leads, combining paid search, targeted display, social media, and print advertising.

Multi-Location Brand Alignment: Created unified visual assets and brand-aligned copy across all platforms—ensuring a strong, consistent brand image that resonated with diverse B2B audiences.

Landing Page & Ad Optimization: Designed and authored conversion-focused ad sets and web landing pages paired specifically to high-intent search queries to reduce friction and bounce rates.

Cross-Channel Asset Creation: Developed all inbound marketing touchpoints internally, including social media creative, display banners, local flyers, and sales collateral.

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Results & Measurable Impact

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