Case Study — Digital Marketing Specialist & Account Manager (Apr 2021–Present)

In Communications: B2B Web Design & Digital Marketing at the Account Level

Full-spectrum digital marketing delivery as a Digital Marketing Specialist and Account Manager — B2B website redesigns, paid media, SEO, and account-level strategy executed across a portfolio of clients with diverse industries and growth objectives.

Context: What Account-Level Digital Marketing Actually Requires

Working as a Digital Marketing Specialist and Account Manager at an agency is fundamentally different from delivering a single project. The account-level role requires managing the intersection of strategy, execution, and client relationships simultaneously — translating business objectives into digital roadmaps while maintaining the execution quality that retains clients and drives results.

In Communications operates as a B2B digital marketing agency, managing digital strategy and execution for a portfolio of clients across industries. My role spanned two distinct functions: technical execution (web design, development, paid media, SEO) and strategic account management (client communication, roadmap planning, performance reporting, and upsell strategy).

This dual-function role is one of the most demanding in digital marketing — and one of the most valuable on a résumé, because it demonstrates the ability to think strategically and execute tactically without sacrificing either.

The Scope of Work

B2B Website Redesigns for Client Accounts

I led website redesign projects for B2B client accounts where the existing web presence was underperforming its traffic — a common situation in established businesses that had built their websites before conversion rate optimization was a standard discipline.

The redesign process followed a consistent framework:

• Conversion audit first: Before touching a single design element, I analyzed existing analytics to identify where traffic was leaking. Which pages had the highest exit rates? What was the conversion path for the visitors who did convert? Where were the gaps between high-traffic pages and conversion outcomes?
• Buyer persona alignment: Each client’s primary B2B buyer persona was defined (or refined) before design work began. The design brief was anchored to a specific buyer — their pain points, objections, decision criteria, and the language they used to describe their problem — not to the client’s internal description of their product.
• Conversion architecture: Page structure, section sequencing, social proof placement, and CTA architecture were all designed to guide the specific B2B buyer toward the primary conversion goal — typically a discovery call, quote request, or demo booking.
• Responsive development: All builds were mobile-first responsive, with performance optimization for Core Web Vitals — LCP, FID, and CLS — recognizing that page speed is both a user experience metric and an organic search ranking factor for clients depending on SEO for B2B lead generation.

Paid Media Management (Facebook, Instagram, Google)

I managed paid social and paid search campaigns for client accounts with the goal of generating qualified B2B leads at a cost-efficient CPA. The work covered:

• Campaign architecture: Structuring campaigns with clear funnel logic — awareness, consideration, and conversion campaigns with appropriate budget allocation and audience targeting for each stage.
• Creative development: Designing ad creative (static, carousel, and video) that met the platform’s best practices while maintaining brand consistency and message-to-page congruence.
• Performance analysis and optimization: Weekly performance reviews identifying underperforming ad sets, creative fatigue, audience saturation, and CPA trends — with data-driven optimization recommendations presented to clients in regular reporting cadences.
• Conversion tracking setup: Implementing and maintaining Facebook Pixel, Meta CAPI, and Google Tag Manager setups — ensuring that campaign optimization signals were accurate and that attribution was correctly capturing the B2B conversion events that mattered.

SEO & Content Infrastructure

For B2B clients relying on organic search for lead generation, I built the foundational SEO and content infrastructure needed for sustained ranking performance:

• Keyword research focused on high-intent, commercial B2B queries — the searches that signal active buying intent, not just awareness
• On-page optimization: title tags, meta descriptions, H1/H2 structure, internal linking architecture, and schema markup
• Content strategy: editorial calendars targeting problem-aware and solution-aware queries aligned to the B2B buyer journey
• Technical SEO: site speed optimization, mobile usability, structured data implementation, and Core Web Vitals improvement

Account Management & Client Strategy

The account management function required translating performance data into strategic narratives that clients could act on — not just raw metrics, but contextualized insights that connected digital performance to business outcomes.

Monthly reporting cadences covered: organic traffic trends and ranking movements, paid campaign CPA and ROAS, website conversion rates by traffic source, and a prioritized list of optimizations for the next 30 days. Client meetings were structured to spend 20% of time on past performance and 80% on forward-looking strategy — reflecting an agency-client relationship model built on strategic partnership, not just service delivery.

Tools & Technologies

What This Engagement Proves

The In Communications engagement demonstrates a capability that’s genuinely rare: the ability to operate effectively at both the strategic and executional levels of B2B digital marketing simultaneously.

Most designers can’t run paid media. Most paid media specialists can’t build a website. Most account managers can’t execute either. The value of a specialist who can do all three — and connect them strategically in service of a unified revenue goal — is the difference between a vendor and a growth partner.

For B2B companies evaluating whether to invest $10K–$50K in a web design and digital marketing engagement, this track record matters. It means the person you’re working with understands how the website fits into the broader funnel — not just how to make it look good.

“When your website, ads, SEO, and strategy are all speaking the same language — the same buyer, the same pain, the same offer — your cost-per-acquisition drops and your close rate goes up. When they’re not aligned, you pay for it in wasted budget and mediocre results.”

— Joshua Jackai, Jackai Agency

Further Reading

Case Study: Jackai Agency Multi-Client B2B Web Design →

B2B Website Design Mistakes That Drive Away $50K Contracts →

Conversion Rate Optimization for B2B Service Businesses →