DIGITAL MARKETING PORTFOLIO
Spectrum Fine Cabinetry
Luxury Italian Cabinetry Company and Showroom
Spectrum was initially miscategorized as a “Kitchen & Bath Remodeling Company” on its Google Business Profile, attracting low-value vendor inquiries instead of clients looking for luxury home renovations. I corrected the positioning and implemented a full-funnel digital strategy spanning paid search, SEO, content, email, and AI visibility and event partnership—focused on driving qualified showroom traffic.
Below is a detailed breakdown of the strategy, execution, and measurable impact behind these results.
01
Google Ads Campaign
PAID SEARCH . PROVEN ROI
5
Confirmed sales
$6,100
Total ad Spend
81X
Return on ad Spend
$498,955 in attributed revenue
across 5 projects. Dec 2025- Apr 2026
Campaign 1- Showroom Awareness
Dec 1, 2025 - Mar 30, 2026 . $4,580 . $100/day budget
1250
CLICKS
12,900
IMPRESSIONS
9.86%
TOP AD CTR
3.65
AVG CPC
Visit our showroom
944 clicks. $ 3678
9.86% CTR
Traditional/ Transitional Kitchens
270 clicks. $ 749
9.21% CTR
Modern Kitchen
41clicks. $153
9.53% CTR
Campaign 2- Vanities & Custom Cabinetry
Apr 2026 · ~$1,530 spend · South Florida geo-targeting
433
CLICKS
3253
IMPRESSIONS
19.58%
BEST KEYWORD CTR
50%
MOBILE TRAFFIC
Custom Italian Vanities
216 clicks. $ 771
15.71% CTR
Traditional/ Transitional Kitchens
202 clicks. $ 719
6.21% CTR
Modern Kitchen
15 clicks. $39
5.17% CTR
Why CTR matters more than conversions here
For a luxury showroom where a single kitchen averages $100,000, the goal of digital ads is driving qualified foot traffic — not form fills. At ~9.5% avg CTR (vs. a 2–3% industry benchmark), these campaigns were reaching the right people. 5 of those people walked in, filled out an intake form citing Google, and purchased custom kitchens totaling $498,955. That is a $1,220 cost per acquired customer on an avg sale of nearly $100,000 — an 81x return on ad spend.
02
SEO/ GEO & AEO Strategy
Organic & AI Search
I developed and implemented a GEO/AEO (Generative & Answer Engine Optimization) roadmap to ensure Spectrum appeared not just in traditional search, but in AI-powered answers across ChatGPT, Google AI Overviews, Bing Copilot, and Perplexity. The core insight driving this work: AI engines pull from top-ranked organic results, so a strong SEO foundation directly drives AI visibility.
AI visibility — ChatGPT & Google AI Overviews
When users search "Italian cabinetry in Boca Raton" or ask ChatGPT about luxury cabinetry near me, Spectrum Fine Cabinetry appears as the #1 featured provider — with AI correctly describing their collections (Stevali, Formenove, Bellalusso), location, and services. A direct result of structured data and content optimization.
Google Maps — organic ranking
For "luxury cabinetry showroom in Boca Raton," Spectrum ranks #1 in Google Maps with a 5.0 rating — ahead of Florida Luxury Cabinets, Canam Cabinet, and Distinctive Kitchens & Baths.
100
Lighthouse SEO score
96
Best practices score
03
Brand Partnerships & Events
Business Development
85
Performance (flagged for fix)
"Where Manhattan Luxury Meets Modern Coastal Living" — Showroom Event · Sept 18, 2025
I conceived and produced this brand partnership event from scratch. After hosting Fuse Specialty Appliances at Spectrum's showroom, I identified them as a sponsorship opportunity — pitched the collaboration, provided marketing materials and brochures, and secured their commitment. Fuse's Marketing Manager (Andrew Goldstein) then leveraged Fuse's own email and marketing network to co-promote the event. I simultaneously recruited additional sponsors, reaching out to confirm Miele and Gaggenau's participation. Miele ran a raffle; Fuse handled guest lists and drinks. I managed the full $5,788 event budget. The September 18th event drew 45 guests — designers, builders, trade professionals. In this event, I learned about the Kips Bay Showhouse and how we could particpate.
Third-party validation — LinkedIn post by event attendee
"Great time #networking at Spectrum Fine Cabinetry in #BOCARATON... Big shout out too #AnshikaSingh, LinkedIn would not allow me to tag her, sorry."
Christopher M. Milu, Estate Operations Consultant & Uber Networker · LinkedIn post reposted by Spectrum Fine Cabinetry
Photogrpahed by: Me Anshika Singh
Kips Bay Decorator Show House — Palm Beach
Major industry placement · kitchen donation
The Kips Bay Decorator Show House is one of the most prestigious design events in the United States, benefiting the Kips Bay Boys & Girls Club. I initiated this opportunity by reaching out directly to Nazira Handal, Director of Special Events at Kips Bay. Nazira introduced Spectrum to the designer selected to design the Show House kitchen — who immediately recognized us, saying "I know them, I visited their showroom" from having attended our Manhattan Meets Modern Coastal Living event. She visited the showroom again, we connected, and the result was Spectrum donating a fully custom kitchen to the Kips Bay Show House. That kitchen was showcased to 16,000–18,000 affluent attendees, designers, philanthropists, and tastemakers across South Florida — brand exposure that no paid media budget could easily replicate. This entire opportunity was created through one proactive outreach call.
18K
AFFLUENT ATTENDEES
9th
ANNUAL PALM BEACH EDITION
KITCHEN
DONATED BY SPECTRUM
Pipeline note
Kips Bay generated 5 tracked leads within weeks of the event — with 1 near-certain sale actively in consultation, 2 still in pipeline, and 2 that did not convert for reasons unrelated to marketing. The Kips Bay sponsorship was secured at no media cost — entirely through relationship-driven outreach — making every lead generated pure return on effort
04
Additional Marketing Initiatives
Lead Generation
Email Marketing Campaign
Built a structured outreach system using Streak CRM for Gmail. Created a segmented contact spreadsheet and implemented email tracking to monitor open rates and engagement across designers, builders, and homeowners in South
Blog & Content Strategy
Used AnswerThePublic.com to identify high-intent question-based queries around cabinetry. Paired with Writer Zen for keyword research — identified "white kitchen cabinets" at 33,100 avg monthly searches, difficulty 32/100. Wrote SEO-optimized blogs targeting these terms.
Social Media & Content Syndication
Coordinated video content repurposing across TikTok, LinkedIn, Facebook, Pinterest, and YouTube. Maintained consistent brand voice across all platforms. Worked with the creative team (CSC) to source video reels for YouTube distribution. Strategy focused on omnipresence — ensuring Spectrum appeared wherever its target customer spent time online.
Budget Planning & Marketing Investment Management
Managed nearly $22,000 in marketing budget across three simultaneous initiatives. For Google Ads, I identified that the existing $16/day budget produced ~1 click/day at a $16–20 CPC — not enough data for optimization. I built a data-backed case using Google Trends (5-year custom cabinetry seasonality in Florida), optimization score logic, and CPC benchmarking, and successfully pitched increasing the budget to $100/day — which was approved and directly contributed to the 81x ROAS outcome. Simultaneously, I planned and managed the $5,788 Fuse × Miele event budget (swag, catering, drinks) and a $10,000 Kips Bay swag budget — handling vendor coordination, cost allocation, and spend tracking across all three workstreams at once.
Interior Design Photography
