DIGITAL MARKETING
Integrated marketing and PR strategist specializing in hospitality, tourism, lifestyle, and brand storytelling across digital campaigns, social media, earned media, email marketing, and content strategy.
Core Competencies
- Integrated Marketing Strategy
- Brand Storytelling & Positioning
- Social Media Marketing (Organic + Paid)
- PR & Influencer Collaboration
- Email Marketing & CRM Campaigns
- Short-Form Video Strategy
- SEO & Keyword Research
- Website Design & Content Management
- Analytics & Performance Reporting
- Campaign Messaging & Copywriting
Featured Case Studies
Hospitality Marketing & Content Strategy
Hotel Vandivort | Vantage Rooftop | The Order Food & Drink
Objective: Increase brand visibility, guest engagement, and experiential storytelling across boutique hospitality and dining brands.
Strategy: Developed integrated social media and content strategies utilizing short-form video, seasonal campaigns, lifestyle storytelling, and brand-forward visual content tailored to each property audience.
Execution:
- Produced short-form video content and campaign assets
- Managed social content calendars
- Supported brand positioning and seasonal promotions
- Implemented experiential marketing opportunities
- Incorporated insider press events
- Created visually cohesive content aligned with luxury hospitality branding
- Tested content formats across platforms to optimize engagement
Results:
- Increased audience engagement through diversified content formats
- Strengthened brand visibility across hospitality and dining audiences
- Supported reservation-driving promotional campaigns, leading to SOLD OUT events
- Produced high-performing lifestyle and experiential video content
- Gained visitation from new audiences through experiential marketing events
- Landed consistent coverage in news and media outlets for seasonal campaigns and offerings
Email Marketing Campaigns
Objective: Drive reservations, event attendance, and guest engagement through targeted hospitality email campaigns.
Execution:
- Developed promotional email campaigns for seasonal hotel offers and events
- Managed campaign copy, creative direction, and audience messaging
- Monitored performance metrics and reservation attribution
Results:
Suite Offer Campaign
30.1% open rate
3% CTR
144 reservations
273 room nights booked
Winter Room Offer E-Blast
26% open rate
3.8% CTR
80 reservations
149 room nights booked
Event Promotion E-Blast
33.6% open rate
3.6% CTR
152 reservations
287 room nights
Event Bookings: SOLD OUT
Election Campaign Marketing
Objective: Develop a cohesive digital and traditional campaign presence to support local election outreach and voter engagement.
Strategy: Created integrated campaign messaging and multi-channel marketing assets designed to strengthen candidate visibility and communicate campaign priorities clearly across digital and community touchpoints.
Execution:
- Website design and development
- Paid social media strategy
- Campaign messaging and copywriting
- Graphic design and campaign collateral
- Signage and print materials
- Analytics and performance reporting
Results:
- Organic reach: 24.9K users
- Organic page visits: 19.8K users
- Successful campaign that resulted in a win
Pinterest SEO Growth Strategy
Objective: Test SEO-driven Pinterest content strategy to increase visibility, discoverability, and affiliate revenue generation.
Strategy: Built a keyword-focused Pinterest strategy recognizing the platform’s search-engine behavior and long-tail content visibility potential.
Execution:
- Conducted keyword and trend research
- Developed optimized pin titles and descriptions
- Created strategic visual content
- Analyzed performance and adjusted content strategy accordingly
Results:
- Grew account to 100K+ monthly impressions within 30 days
- Sustained long-term visibility through strategic keyword targeting
- Generated affiliate revenue through organic Pinterest traffic
Skills used:
SEO and keyword research
Content creation
Affiliate marketing
Content strategy
Reporting and analytics
Website Design & Digital Infrastructure
MCSO.AR.GOV (Madison County Sheriff’s Office)
Objective: Develop a centralized digital communication platform for a county law enforcement agency operating without an established public-facing website.
Strategy: Researched law enforcement website structures and designed a streamlined communication-focused platform prioritizing accessibility, usability, and public information delivery.
Execution:
- Coordinated with the State of Arkansas regarding government domain access
- Designed and built website architecture from scratch
- Developed communication and inquiry pathways for the public
- Created simplified UX for community accessibility
Results:
- Improved public communication accessibility
- Reduced reliance on dispatch and manual email communication
- Established professional digital presence for the department
BYRONSCHRAMM.COM
Objective: Refine and elevate a personal brand website to better reflect the client’s industry positioning, visual identity, and long-term content strategy.
Strategy: Redesigned the website with a vintage-inspired aesthetic aligned with the client’s brand vision while developing a scalable digital foundation to support ongoing audience growth, brand storytelling, and thought leadership positioning.
Execution:
- Redesigned website layout and visual identity
- Developed cohesive brand styling and user experience direction
- Collaborated on content planning and brand messaging
- Structured the website to support future content expansion and audience engagement
- Continued refining positioning strategy to strengthen industry authority and brand recognition
Results:
- Established a more cohesive and recognizable digital brand presence
- Improved visual consistency and storytelling across the website
- Created a scalable platform for ongoing content marketing and personal brand development
TANEYCOUNTYPARTNERSHIP.ORG
Objective: Support the rebranding and digital repositioning of the Taney County Partnership through the development of a streamlined, user-focused website serving investors, stakeholders, and community members.
Strategy: Collaborated alongside Madden Media to create a clean, accessible digital experience that aligned with the organization’s updated brand direction while improving clarity, navigation, and public-facing communication.
Execution:
- Assisted with website planning and content organization
- Supported rebranding and messaging implementation
- Helped develop a streamlined user experience prioritizing accessibility and ease of navigation
- Structured website content for multiple audience segments, including investors and community stakeholders
- Collaborated cross-functionally throughout the development and launch process
Results:
- Delivered a more cohesive and professional digital presence aligned with the organization’s rebrand
- Improved accessibility to key information and community resources
- Established a simplified communication platform for stakeholders and public engagement
BRANSON.COM
Objective: Modernize the user experience of Branson.com to better support online bookings and create a more intuitive customer journey.
Strategy: Redesigned the website with a hospitality-inspired approach modeled after modern hotel booking experiences, prioritizing usability, streamlined navigation, and conversion-focused design.
Execution:
- Refreshed homepage layout and visual presentation
- Simplified user navigation and booking pathways
- Integrated a prominent booking initiation feature directly on the homepage
- Improved site structure to create a more seamless customer experience
- Aligned website functionality with evolving online reservation behaviors
Results:
- Created a more user-friendly and conversion-focused booking experience
- Simplified the customer journey from homepage to reservation process
- Modernized the site’s visual presentation to better align with hospitality industry standards
RONNIEBOYDFORSHERIFF.COM (2022 Election, Now Inactive)
Objective: Develop a streamlined campaign website to strengthen candidate visibility, communicate qualifications clearly, and simplify voter engagement during the 2022 election cycle.
Strategy: Created a clean, easy-to-navigate digital platform focused on credibility, accessibility, and clear campaign messaging while supporting online contributions and community outreach efforts.
Execution:
- Designed and developed campaign website architecture
- Built a robust homepage highlighting campaign priorities and messaging
- Created informational sections for candidate background, qualifications, and endorsements
- Streamlined online contribution functionality through PayPal integration
- Structured content to improve usability and voter accessibility
Results:
- Delivered a professional and accessible digital campaign presence
- Simplified the online contribution process for supporters
- Centralized campaign information into a clear, user-friendly platform for voters
College of the Ozarks Social Media Growth Project
Objective: Develop a student-focused Instagram presence designed to increase engagement and community interaction surrounding campus life.
Strategy: Created highly shareable visual content centered on student culture, campus identity, and community participation.
Execution:
- Execution
- Managed content strategy and posting
- Produced photography and visual storytelling assets
- Built audience engagement through community interaction
- Developed recognizable campus-focused visual branding
Results:
- Results
- Grew account into a highly recognized student community platform
- Generated consistent organic engagement from current and prospective students
- Earned publication recognition from 417 Magazine for photography work
ANNIE BOYD SOWELL 