Destify Full-Funnel Performance Marketing
Full-funnel performance marketing for a destination-wedding travel brand: paid and organic architecture, plus a co-branded resort campaign series.
Destify sells destination weddings; the marketing had to move a couple from a daydream to a deposit, across months and many touchpoints.
I built the performance marketing engine that ran it. Full-funnel, paid and organic, mapped end to end so every dollar had a job and every stage had a goal.
The funnel
Six stages, six goals. Brand Awareness (non-branded search, contextual, demographic) down through Prospecting, Retargeting, and Abandonment to Conversion, then Guest Services for retention and upsell. The point was not the picture; it was ATTRIBUTION: every channel mapped to a stage, and every stage to a measurable goal.
The architecture
Paid traffic ran across search (Google, Bing), social (Meta, Pinterest, TikTok, Instagram), and remarketing (AdRoll, display). Organic covered search optimization, content, PR, and analytics. One map, so the whole team could see how a lead actually traveled.
The creative
Campaigns ran as co-brand programs with the resorts (Hard Rock, Live Aqua, and others), including a first-responders offer. The brand system stayed fixed; a Destify ad read as Destify regardless of the partner beside it.
This is the work that became the work. Full-funnel thinking, measured at every stage, is exactly what I do now for search and AI visibility; the channels changed, the discipline did not.
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