Eppendorf
Turned an ad hoc email and search program into a structured demand engine for Eppendorf North America.
Project Overview
Eppendorf is a global life sciences company selling lab equipment to scientists and research institutions. As Digital Marketing Manager for North America, I ran email, paid search, landing pages, and campaign measurement.
The Challenge
Campaigns ran product by product with no shared calendar, inconsistent tracking, and roughly one marketing email a month. Search ads and landing pages often did not match.
The Approach
Build a system before scaling volume: one calendar, one naming convention, and landing pages built for each campaign. Then raise the cadence.
What I Did
Email Program
Built the editorial calendar and grew cadence from about 1 email a month to 2+ a week.
Search Advertising
Managed paid search with agency partner Performics, from setup to ad copy to optimization.
Landing Pages
Built campaign pages for Advantage Promotions and centrifuge launches.
Tracking
Standardized UTMs and campaign naming in Terminus.
Automation
Helped evaluate and test marketing automation platforms.
Coordination
Aligned priorities across regional teams, internal stakeholders, and agencies.
Business Outcomes
A consistent campaign process supported higher email cadence and revenue tied to managed email and search programs.
$280K in sales attributed to email and search (2020).
8× email cadence: approximately 1 email per month → 2+ per week.
New campaign landing pages and a standardized tracking framework.
Attribution per 2020 internal performance review.
Process comes before scale.
Ad copy and landing page have to tell the same story.
If you cannot measure it, you cannot defend the budget.