Spencer Gifts LLC, doing business as Spencer's, is a North American mall retailer with over 600 stores in the United States and Canada. 

​Spirit Halloween is a seasonal chain with Halloween & fancy dress costumes for all ages, plus accessories & décor. ​
Spencer’s & Spirit Halloween
Digital Marketing Analyst
2023–present

In this hybrid creative/data role, I’ve become the go-to for connecting performance insights with real-world decisions across paid media, influencer strategy, SEO, Pinterest, and cross-functional projects. I work on both Spencer’s and Spirit Halloween, with Spirit ramping up August–November for peak season.

Day-to-day, I’m reporting on paid media performance (Google Ads, shopping/text campaigns), owning Pinterest strategy from trend research to execution, and collaborating with teams across SEO, merch, and copy to drive results. I also pitch influencer partnerships, lead creative asset planning, and track competitor activity.

Notable Contributions
  • Own daily performance reporting on paid media campaigns, including non-brand shopping, brand shopping, and brand text across Google Ads
  • Lead Pinterest marketing strategy: concept trend-based content, optimize for SEO, and drive traffic to blogs, category pages, and products
  • Work cross-functionally with SEO, Merchandising, and Copy teams to align content with search + product strategy
  • Use JIRA daily to manage and track multi-team projects (Pinterest, SEO, email, creative)
  • Compile weekly competitor analyses and present findings to broader marketing team
  • Build affiliate micro-influencer lists and pitch partnership opportunities to the Associate Director of Ecomm
  • Develop creative ways to visualize paid media performance, including a collage-style format that was adopted by 3 departments
  • Assist with ecommerce growth initiatives, including social shopping content and channel testing
  • Act as connector across teams (marketing, data, creative) helping turn insights into action

Note: Due to confidentiality, most portfolio assets from this role aren’t publicly displayed, but I’m happy to share samples upon request.
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Saw competitors running collage-style moodboard ads on Facebook and figured we could test something similar. Since we didn’t have custom assets, I pulled product shots from the site, designed backgrounds in Canva, and built out the first moodboards myself. It started as a quick solve for paid media, but ended up becoming a go-to format across Pinterest, email, and blog. The copy team adopted the method, and it’s now part of our broader content strategy. All from a scrappy test that filled a gap.
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Spotted a Pinterest trend where people were piercing fruit. I connected the dots: from citrus fruit to cherries, these sweet treats were everywhere, and our summer jewelry line was the perfect match! I pitched the concept (a fruit-forward shoot featuring our accessories) to the Sr. Director of Ecomm Marketing, mocked it up in Canva with product pairings, and collaborated with the creative team to bring it to life. What started as a trend-inspired idea turned into a multi-channel asset. Featured on Pinterest, email, and the website. It ended up in more places than we planned.