Problem
Leadership needed more than activity updates. They needed a repeatable way to see what channels were working, what budget was doing, and where follow-up needed improvement.
Case Study
Making Marketing Performance Visible to Leadership
Marketing activity across branches, channels, and teams needed clearer KPI reporting and management-ready visibility.
Role
Marketing analytics operator translating activity into budget visibility and decision cadence.
Rp90M+ ad budget managed in one month
Selected monthly aesthetic-clinic and skincare campaigns reported ROAS up to 50x internally
Leadership-level monthly reporting
Metrics tracked across acquisition, conversion, CAC, LTV, and ROAS
Bryan's ownership
- Created KPI structure for campaign and branch performance review.
- Translated marketing activity into management-level reports.
- Tracked paid media and funnel metrics across channels.
- Documented campaign value, ROI, and operational improvement areas.
What Bryan built
- Digital marketing KPI framework
- Monthly marketing team reporting system
- ROI and cost-saving documentation
- Organic reach value calculation
- Campaign performance review structure
Operating details
- Metrics: reach, engagement, CTR, conversion rate, CAC, LTV, ROAS, lead volume, and WhatsApp response rate.
- Audience: HRD, management, and branch-level stakeholders.
- Cadence: recurring monthly review with clearer performance visibility.
Methodology
- Reporting window: monthly internal marketing reports; Rp90M+ refers to ad budget managed in one month.
- The selected 50x ROAS figure applies only to selected monthly campaigns in the aesthetic-clinic and skincare industry.
- ROAS was calculated in internal reporting and is not a portfolio-wide average or expected baseline.
Limitations & attribution
- Reports supported team decisions and do not establish that one operator caused the full business outcome.
- Proof is redacted, anonymized, or clearly labeled as a portfolio reconstruction based on the reporting structure used.
GEO relevance
GEO work needs measurement. This reporting approach can be adapted to track AI answer visibility, citation quality, branded query coverage, and content gaps.
Impact
- Improved leadership visibility into paid media, CRM, and campaign performance.
- Supported budget decisions around Rp90M+ in ad spend in one month.
- Reported ROAS up to 50x for selected monthly aesthetic-clinic and skincare campaigns based on internal reporting.
- Turned scattered marketing activity into a management-readable KPI cadence.
Visual proof
Proof assets
Redacted, anonymized, or clearly labeled portfolio proof that makes the operating system visible without exposing sensitive data.
Leadership KPI tracker
Generated tracker-style proof showing the recurring KPI structure used for management visibility.
Simulated anonymized portfolio proof based on Bryan's KPI reporting framework.
Monthly report deck
Generated deck-style proof showing how marketing performance could be summarized for leadership review.
Simulated anonymized portfolio proof based on Bryan's monthly reporting cadence.
Decision and action tracker
Generated tracker proof connecting performance review to next actions, owners, and follow-up decisions.
Simulated anonymized portfolio proof based on Bryan's decision tracking structure.
Recruiter takeaway
Bryan can translate marketing activity into reporting, budget visibility, KPI cadence, and management decisions.