DADO

Creative Director & Marketing Strategist

2022 to 2025

US Brand Launch and Digital Expansion

Led the transformation of DADO from a South African luxury showroom brand to a recognizable name in the US interior design space. Directed cross functional campaigns and full funnel marketing strategies that combined brand storytelling, performance data, and sales enablement. Oversaw all creative direction, CRM development, SEO, paid media collaboration, and campaign execution to drive high intent traffic and support showroom sales nationwide.

Press & Partnerships

Leading Strategy, Creative, & Performance

  • Developed DADO’s US brand identity including logo, color palette, and typography

  • Built and managed the Squarespace website with continuous updates and user experience improvements

  • Led SEO strategy and execution resulting in doubled organic traffic

  • Directed CRM and lifecycle marketing including email automations and lead nurturing flows

  • Collaborated with a paid media strategist to scale Google Ads and improve campaign performance

  • Created showroom SPIFF programs to incentivize sales teams across hundreds of showrooms

  • Launched influencer and referral programs to build social proof and expand brand awareness

  • Oversaw creative development for national press placements and editorial campaigns

  • Managed monthly reporting and data analysis across all KPIs including ROAS, CPL, and traffic performance

  • Adjusted budgets, ad strategy, and campaign focus based on reporting insights and trend analysis

  • Built and maintained integrations using tools like Zapier and Mailchimp to automate lead nurturing and support sales enablement

Results

  • Growth

    Increased monthly sales from approximately sixty thousand to over one hundred thousand

  • Traffic

    Doubled organic website traffic through focused SEO and high performing content

  • System

    Built a scalable full funnel marketing system that supported both inbound inquiries and offline sales

  • Positioning

    Strengthened DADO’s positioning as a luxury brand featured in top interior design publications and showcase homes