Marketing Strategy Consultant · Las Vegas / Remote
Smarter marketing starts with a better strategy. clearer positioning. stronger campaigns. sharper content. better data. connected systems.
I'm Nathan Lane, a marketing strategy consultant helping brands connect social media, campaign planning, paid media, email, analytics, and audience insight into marketing plans that actually move.
Open to marketing strategy roles, campaign planning opportunities, and selected consulting projects.
01 Selected Impact
200K+
Audience ecosystem
Managed cross-platform social, video, and community audiences for a national brand.
1
CRM strategy system
Owned HubSpot strategy, segmentation, campaigns, payment links, and reporting for a large segmented audience.
+71%
Cross-platform exposure growth
Documented lift across social exposure and interactions during a multi-platform reporting period.
1.2M+
TikTok views in 30 days
A documented 30-day channel-growth project built around platform-native short-form strategy.
02 What I Do
Strategy across the full marketing stack.
I look at how the system works together: where the brand is strong, where the funnel is leaking, and what plan will move the next 60 to 90 days forward. Click any area to see proof.
Paid Media
Google Ads and Meta — campaign architecture, copy, audiences, creative testing, and optimization.
Results
- Rebuilt a fragmented paid search account into a focused four-campaign architecture.
- Architected a multi-ad-group Search campaign for a national event, including keyword sets, negative keywords, sitelinks, headlines, and descriptions.
- Improved paid social performance through creative testing, sharper campaign structure, and more efficient cost-per-click benchmarks.
- Validated testimonial and face-driven creative as a stronger paid social direction in documented tests.
- Protected budget by rejecting premature automation and tightening unwanted placement and location targeting before spend scaled.
- Rejected premature Target CPA automation and flagged unwanted Display and geo targeting before budget was wasted.
Email Marketing
End-to-end HubSpot — strategy, segmentation, copy, nurture, promotions, and revenue attribution.
Results
- Owned HubSpot strategy for a large segmented CRM audience.
- Separated nurture and acquisition reporting so each campaign type could be judged against the right benchmark.
- Drove tracked, send-level campaign attribution across event and program promotions via payment links and HubSpot reporting.
- Built the weekly analytics workflow and the acquisition-versus-nurture framework that keeps benchmarks honest.
Social & Content
Platform-native strategy and production across 8+ channels — short-form video, carousels, and brand-voice systems.
Results
- Manage a large combined audience across Facebook, Instagram, YouTube, LinkedIn, TikTok, Threads, Pinterest, Google Business Profile, and professional communities.
- Delivered documented cross-platform growth in exposure and interactions during a multi-channel reporting period.
- Improved distribution efficiency by increasing reach while reducing posting volume in a documented period.
- Built a long-form-to-short-form pipeline that increased the role of Shorts in overall YouTube channel traffic.
- Introduced new content formats — POV, contrarian "harsh-truth," calendar-transformation, testimonial/social-proof, and carousel — matched to what each platform's audience responds to.
- Generated 1.2M TikTok views in 30 days on a documented channel-growth project.
Analytics & Marketing Operations
Executive reporting, conversion tracking, reusable production systems, and lightweight web development.
Results
- Standardized weekly executive-ready reporting synthesized from OneUp, Metricool, HubSpot, Google Ads, and Meta.
- Built reusable production systems covering email reporting, social reporting, brand copywriting, captioning, and SMS.
- Designed and shipped 6+ interactive tools and games — spinners, scratch-offs, card reveals, pick-style games, and seasonal promotions — with HTML/CSS/JavaScript, GitHub Pages, and HubSpot embeds.
- Identified a conversion-value tracking defect before unreliable data could shape scaling decisions on paid channels.
- Proactively flag data-quality issues: API gaps, attribution inconsistencies, and incorrect account targeting.
03 Featured Case Studies
Evidence, not adjectives.
Three flagship projects from my current role, framed around the strategic problem, the system I built, and the measurement discipline behind the work.
01
Paid Search Program Rebuild
Inherited a fragmented Google Ads structure and rebuilt it into a focused campaign architecture for events, programs, coaching, and brand defense.
72 → 4Campaigns restructured
SearchEvent strategy
BrandDefense structure
Challenge
The account was fragmented across many campaign starts and stops, with no clear structure for search to accumulate learning across events, programs, coaching, and evergreen products.
My Role
Owned the audit, strategy, architecture, and build — keywords, match types, negatives, ad copy, sitelinks, and optimization decisions.
Strategy
Consolidate into clear campaign families so each area accumulates useful conversion data instead of fragmenting per launch.
Execution
- Architected a multi-ad-group Search campaign for a national event: keyword and match-type sets, negative keywords, account-level sitelinks, and responsive ad copy.
- Resolved low-search-volume flags by simplifying keyword phrasing and broadening match types.
- Rejected premature Target CPA automation before sufficient conversion data existed; flagged unwanted Display Network and Canada targeting.
Verified Results
- Fragmented campaign history consolidated into a clearer four-family architecture.
- Event Search campaign launched with a cleaner keyword, negative keyword, and ad-copy structure.
- Brand-defense structure kept spend focused while protecting owned search demand.
- Structured foundation that lets future event campaigns inherit learning instead of starting cold.
Tools
Google Ads, Google Tag Manager, GA4, keyword planning, responsive search ads.
Measurement Limitations
Public metrics are generalized for confidentiality. Revenue return is intentionally not reported because I identified a conversion-value tracking defect that made attribution unreliable during this period.
What I'd Improve Next
Complete conversion-value repair, then introduce value-based bidding once clean data accumulates; expand keyword coverage per campaign family; and build a structured search-ad creative testing calendar.
02
Email Marketing & Attribution Discipline
Own HubSpot strategy end to end for a large segmented audience — separating nurture from acquisition, tracking campaign response, and catching attribution issues before they shaped scaling decisions.
CRMSegmentation
NurtureMeasurement
RevenueAttribution
Challenge
A large broadcast audience needed a clearer reporting framework and a way to avoid benchmarking cold acquisition sends against warm nurture sends, which can produce misleading conclusions and bad budget decisions.
My Role
Own HubSpot email end to end: strategy, segmentation, subject lines, copy, scheduling, payment links, nurture sequencing, and weekly performance analysis for leadership.
Strategy
Separate acquisition from nurture measurement so each is judged against the right benchmark; use segmented promotions with payment links so revenue is tracked, not guessed; treat data quality as part of the job.
Execution
- Built the weekly analytics workflow and acquisition-versus-nurture framework for a recurring subscription email series.
- Ran segmented event and program promotions with tracked payment links, coordinated with paid and organic pushes.
- Maintained reusable templates for weekly podcast promotions, newsletters, launches, and deadline sends.
Verified Results
- Nurture sends performed strongly against their own benchmarks across multiple documented sends.
- Event, program, and post-event sales were attributed directly to individual sends through payment links and HubSpot reporting — measured, not guessed.
- Identified a conversion-value tracking defect before scaling decisions relied on unreliable revenue and audience data.
Tools
HubSpot (email, segmentation, payment links, reporting), Google Tag Manager, GA4, WooCommerce, Bitly.
Measurement Limitations
Public metrics are generalized for confidentiality. Revenue references are HubSpot-tracked attributions only; campaign-level return is not reported due to the identified purchase-value tracking defect.
What I'd Improve Next
Consolidate ad-hoc segments into a smaller evergreen structure, formalize deliverability remediation, and extend the acquisition-versus-nurture framework into automated lifecycle journeys once tracking repairs are verified.
03
Interactive Games & Promotional Tools
Designed and shipped 6+ browser-based interactive experiences — spinners, scratch-offs, card reveals, pick-style games, and holiday promotions — built from scratch, hosted on GitHub, and engineered so results are locked in fairly every time, including giveaways where only one winner could ever be selected.
6+Interactive tools shipped
100%Custom-built
GitHubHosted & deployed
Challenge
Marketing needed engaging, on-brand interactive experiences to drive event and promotional conversions — including giveaways where only one winner could ever be selected — without a dedicated engineering team.
My Role
Sole designer and builder — user experience, front-end code, backend logic, brand styling, and deployment for every tool.
Strategy
Match the interactive format to the moment — a spinner or scratch-off for lightweight engagement, a guaranteed single-winner reveal for high-stakes giveaways — and keep every experience lightweight, on-brand, and reliable.
Execution
- Built and shipped 6+ interactive experiences, including spin-to-win wheels, scratch-off reveals, pick-style games, card-reveal formats, and themed seasonal promotions.
- Built secure backend logic so results lock in the moment someone plays — no duplicate winners, no do-overs.
- Hosted every tool on GitHub Pages and embedded them directly into HubSpot landing pages.
Verified Results
- 6+ interactive tools designed, built, and shipped into production marketing campaigns.
- Guaranteed-winner logic used on high-stakes giveaways with zero errors.
- Demonstrated that marketing can ship its own conversion experiences without engineering dependencies.
Tools
HTML, CSS, JavaScript, GitHub Pages, HubSpot landing pages and iframe embeds, Supabase.
Measurement Limitations
Participation and conversion counts for individual tools weren't captured in documented reporting, so I don't report them here. The verified claims are scope, build count, and deployment.
What I'd Improve Next
Add first-party event tracking to measure participation and downstream conversion across all six-plus tools, and template the build pattern so new interactive promotions can launch in days rather than weeks.
Supporting Examples
Proof beside the strategy.
A compact pull of creative, video, analytics, and presentation samples that support the case studies above. Click a category to open its examples.
Squid Game: The Trials Campaign Strategy
An academic, hypothetical entertainment-marketing strategy presentation covering audience positioning, experiential rollout, storytelling, partnership thinking, and launch planning for an immersive activation.
Open Strategy PDF04 Additional Selected Work
Range beyond the flagship.
Organic Growth
Documented Short-Form Growth
A documented channel-growth project produced 1.2M TikTok views in 30 days, with supporting Instagram analytics showing strong non-follower reach and interaction.
Documented reporting windows · Lane Social Co.
Experiential
Netflix Experiential Activations
Led guest-facing teams for immersive activations supporting Netflix experiences — Squid Game: The Trials and Netflix at The Grove — covering VIP support, team coaching, merchandising, and live brand stewardship.
Netflix experiences via Event Network · 2022–2024
Entertainment Creative
A24-Associated TikTok Advertising Creative
Created platform-native TikTok promotional content for an A24-associated campaign — built around audience behavior and short-form storytelling rather than repurposed traditional advertising. Opens the TikTok example on my profile.
Independent creative engagement · September 2023 · TikTok example
Strategy Systems
Marketing Growth Blueprint
A strategy-first offer in development: marketing audits, audience and competitor research, content and campaign planning, platform recommendations, reporting systems, and a practical 60- to 90-day roadmap.
Founder-led consultancy · 2022–Present
Methodology
The L.A.N.E. Framework
A reusable methodology for audience alignment, content planning, platform relevance, and sustainable execution — the structured thinking behind the channel-growth work above.
Original framework · Lane Social Co.
05 Experience
Big brands, real ownership.
Click any role to see the full breakdown.
The Mike Ferry Organization
Current role — in-house digital marketing strategy & operations
Scope
- Primary in-house digital marketing owner for a national real estate coaching brand — paid media, email, organic social, creative, analytics, and marketing operations.
- Direct marketing across a large audience ecosystem spanning social, video, CRM, and professional communities.
Paid Media
- Transformed a fragmented Google Ads account into four focused campaign families for events, programs, coaching, and brand defense.
- Led Meta campaign strategy and creative testing, identifying face-led and testimonial creative as stronger paid social formats.
- Built an acquisition-versus-nurture measurement framework; campaign response and sales were attributed directly to individual sends via payment links and HubSpot reporting.
Social & Content
- Delivered documented cross-platform growth in social exposure and interactions during a multi-channel reporting period.
- Improved distribution efficiency by increasing reach while reducing posting volume in a documented period.
- Expanded YouTube Shorts performance through a long-form-to-short-form repurposing pipeline.
Builder Work
- Built reusable production systems and interactive tools for campaigns and promotions.
- Established executive-ready performance reporting across social, paid media, email, and link tracking; uncovered a conversion-value tracking defect before unreliable data could shape scaling decisions.
- Maintain the brand-voice and platform-standards system across every channel.
Lane Social Co.
Founder & Digital Marketing Strategist
What I Built
- Founded an independent strategy practice serving entertainment creatives, projects, entrepreneurs, and growing businesses.
- Deliver marketing audits, audience and competitor research, account optimization, content systems, campaign plans, analytics reporting, and creative direction.
- Created the L.A.N.E. Framework — a reusable methodology for audience alignment, content planning, platform relevance, and sustainable execution.
Documented Results
- Generated 1.2M TikTok views in a documented 30-day channel-growth project.
- Documented strong Instagram reach and interaction during a separate reporting period, led by Reels and non-follower discovery.
- Built and maintain an owned static marketing website — HTML, CSS, JavaScript, GitHub Pages, structured data, and an interactive audit intake experience.
- Developed repeatable workflows for research, ideation, copy variation, reporting, and repurposing with human strategy and approval throughout.
Netflix
Lead — Netflix experiences, via Event Network
Squid Game: The Trials — Lead (Aug 2023 – Mar 2024)
- Co-led retail operations and guest engagement for the immersive experience, shaping sales approaches, reviewing performance, supporting high-profile VIPs, and training new associates.
- Supported Samsung brand integration within the activation, including Galaxy Flip product showcases and custom gaming experiences.
Netflix at The Grove — Lead (Aug 2022 – Mar 2023)
- Co-led daily operations, merchandising, and team engagement for Netflix's first multi-title immersive pop-up store — a 10,000-square-foot experience tied to major properties including Stranger Things, Bridgerton, Squid Game, Wednesday, and The Witcher.
- Trained and coached associates, supported VIP and celebrity guests, and protected premium service and brand standards in a high-visibility entertainment environment.
The B Company
PR & Social Media Marketing Intern
Agency Experience
- Supported social strategy development and execution for entertainment and nonprofit clients in a fast-turnaround agency environment.
- Planned campaigns, designed graphics, edited video, created multimedia content, managed accounts and community activity, and tracked performance.
- Distributed press releases, wrote blogs and web copy, and monitored media coverage and industry trends across artists, labels, and film entities.
- Additional entertainment work: A24-associated TikTok advertising creative (Sep 2023) and stage management for LARS Live! at the Ivar Theater (Jan 2023).
Education B.S. Entertainment Business — Los Angeles Film School
Bachelor of Science, Entertainment Business — completed January 2024 (attended Jul 2020 – Jan 2024).
- Entertainment marketing, digital marketing, and social media management
- Media buying, advertising, and audience development
- Brand development, live events, production, and distribution
- Professional writing and generative AI for marketers
Prior coursework: Political Science and Government, University of San Francisco (2019–2020, transferred).
Certifications Platform & professional development credentials
- Hootsuite Platform Certification — Hootsuite, 2022
- Social Media Marketing Certification — Hootsuite, 2023
- Generative AI for Digital Marketers — LinkedIn Learning
- Mailchimp Essential Training — LinkedIn Learning
- Social Media Monitoring: Strategies and Skills — LinkedIn Learning
- How to Batch Create Content Using Canva — LinkedIn Learning
- Public Relations Foundations — LinkedIn Learning
- Email and Newsletter Marketing Foundations — LinkedIn Learning
- Marketing: Copywriting for Social Media — LinkedIn Learning
- Content Creation: Strategy and Tools — LinkedIn Learning
- Content Marketing: Ways to Repurpose Video Content — LinkedIn Learning
- Social Media Marketing Foundations — LinkedIn Learning
- SEO: Keyword Strategy — LinkedIn Learning
- Storytelling for Advertising Campaigns — LinkedIn Learning
HubSpot Social Media Marketing certification earned 2023; expired August 2025.
06 About
Strategy that ships.
I'm a Las Vegas-based digital marketing manager who moves comfortably between strategy and execution — the person who plans the campaign architecture, writes the copy, builds the audience, reads the report, and then fixes the tracking bug the report revealed.
My background is entertainment: a B.S. in Entertainment Business from the Los Angeles Film School, live Netflix activations, A24-associated social creative, and entertainment PR. That taught me how audiences actually behave — and running Lane Social Co. taught me the entrepreneurial side: owning client outcomes, building repeatable systems, and communicating results plainly.
Today I apply both across the full marketing stack — paid media, email, social, analytics, and creative — with workflow tools accelerating production while strategy, brand voice, and final approval stay human. I care about numbers that hold up under scrutiny, which is why public metrics are framed carefully and attribution problems get flagged instead of buried.
Tools & Platforms
Capabilities
07 Contact
Let's build the better strategy.
If you're hiring for a digital, growth, social, campaign, or entertainment marketing role — or want to talk through a marketing challenge — I'd like to hear from you.