Taking the first ever bet on brand — and proving it worked

The situation

Job Today is a two-sided marketplace — it needs both employers and job seekers to function. For four years, the business had invested almost exclusively in employer acquisition through paid search. It worked, until it didn't. Performance channels plateaued, and job seeker registrations started to decline.

The strategic shift was to build a full-funnel approach — pairing existing performance investment with brand activity that could drive awareness and consideration at the top of the job seeker funnel, feeding into the conversion channels already in place.

The gap

In November 2025, I ran a brand health tracker — the first one Job Today had ever done in Spain. Unaided brand awareness among job seekers was 6%. Top-of-mind consideration was 1%. We were invisible to the audience the entire business depended on attracting.

There was no brand creative framework, no agency relationship, and no measurement baseline. Building a credible full-funnel campaign meant establishing all three from scratch.

My role

Marketing Manager — acting as Head of Brand for this project.

What I did

• 1Built the strategic case using brand tracker data to argue internally for investing in awareness — a channel the business had never funded before.
• 2Led the agency pitch. Briefed and evaluated creative agencies, led the pitch process, and owned the brief, campaign concept, and creative direction through to production.
• 3Planned and managed the media mix across Meta, TikTok, programmatic (Seedtag, Smartclip), and organic influencers — matching each channel to a different stage of the awareness funnel.
• 4Managed three influencer partnerships end to end — briefing, content review, and performance tracking across TikTok and Instagram Reels, targeting Gen Z job seekers.
• 5Tracked results against the brand health tracker baseline, connecting media performance to brand metric movement week by week.

Campaign creatives

A note on results

The campaign was paused by direction after 7 weeks — before the full media plan ran. Brand search uplift and awareness gains were already significant by week 3. The downstream conversion impact would have required a longer runway to materialise. The brand tracker numbers are the primary evidence of impact.

The so what