Rothy’s Digital Marketing strategy

This project was completed for a Digital Marketing Analytics course at the University of Georgia, where my team developed a digital marketing strategy for Rothy’s, a sustainable footwear and accessories brand. As part of the course, we earned certifications in Google Ads and Google Search while applying those skills to a real-world campaign strategy. Our team conducted an SEO and competitive analysis to evaluate Rothy’s digital presence, identify keyword opportunities, and assess on-page and off-page SEO performance. We then developed a Google Search advertising campaign focused on high-intent keywords, projected campaign metrics, budgeting, and return on ad spend (ROAS). This project strengthened my experience in search marketing, campaign strategy, keyword analysis, and translating data into actionable marketing recommendations.