GRRRL

Beetle album

For GRRRL's Beetle album release on PC Music, I owned the paid digital strategy across Spotify, YouTube, and Meta, turning a cult-loved label audience into measurable release-week momentum.

I launched a Spotify Marquee campaign that converted at a high rate, reaching listeners with genuine intent rather than passive impressions. On YouTube, I built and managed a Demand Gen campaign that drove 2,000+ new subscribers. On Meta, I built out the full ad strategy around PC Music's existing fanbase, meeting the label's notoriously online audience where they already lived.

Throughout the flight, I ran continuous performance analysis and fed strategic recommendations back into the campaign, tightening targeting and creative in real time to keep momentum compounding through release week and beyond.