Summary
Antonio Stanley is a Digital Marketing and Branding Specialist with 9+ years of experience curating and coordinating multichannel marketing solutions for global brands and start-ups alike. Fueled by passion and purpose, I come equipped with an eclectic mix of technical and analytical skills.
Born and raised in Portland, Maine, I am also an avid writer, designer, and lifelong learner.
Experience
Director, Marketing & Branding2018 – Present
Mensroom Salon • Portland, Maine
- Built and branded company’s current, mobile-first website to enhance user experience, boost page speed, and accelerate an on-page SEO strategy
- Conducted keyword research, competitive analysis, backlink building, and content marketing to gain first-page positioning on Google’s SERP for several competitive keywords
- Executed all conditional email, SMS, and push campaigns to improve retail sales, retention rates, and frequency of visits, increasing CLV by 61% over prior year
- Leveraged remarketing tools and custom audiences to laser-target users and maximize ROAS; monitored and reported on KPIs to optimize landing pages and ad creatives
- Owned all paid social media campaigns, Google PPC search, display, and video ads
- Liaised with subject-matter experts and product vendors to author The Handsome Herald introducing an untapped sales funnel while positioning copy for Google’s E-A-T
- Implemented in-store digital displays with interactive and knowledge-based content increasing YTD retail sales by 22% over prior period
- Developed ICPs and buyer personas to guide lead generation and reduce CAC
- Collaborated with cross-functional teams to create digital platforms and resources for staff
- Produced in-house video content and various rich media to bolster brand equity, drive conversions, and augment recruitment efforts
- Partnered with leadership, influencers, and community organizations to consolidate insights, analyze consumer preferences, and identify new growth opportunities
- Fostered all promotional and lead nurturing email campaigns from design to delivery
- Utilized auditing tools to analyze and optimize site structure and performance, achieving a GTmetrix grade of A
Manager, E-Commerce Marketing2015 – 2018
Maine Lobster Now • Saco, Maine
- Supported all multi-channel DTC e-commerce initiatives to grow company’s annual revenue from $1.2 million in 2016 to $5.5 million in 2018
- Spearheaded development of an in-house creative department saving more than $100,000 in extraneous studio fees and contractor expenses
- Launched top-performing holiday drip campaign generating over $325,000 in gross sales
- Designed and delivered all emails; mapped automation, UTMs, and abandoned cart alerts, segmented subscribers and configured personalized cross-sell recommendations
- Streamlined lead generation to score 30,000+ subscribers through social engagement, referral programs, and product promotions
- Initiated ongoing consumer surveys and social polls to identify and analyze preferences, product opportunities, extensions, and QC factors
- Designed infographics, print materials, and step-by-step cooking guides for meal kits; strategist behind the ‘lobster trap’ shipping package (box design)
- Optimized landing pages for various product promotions, FAQs, and recipes, improving CTR, conversions, and SEO while adapting to Google’s newly released E-A-T/YML algorithm
- Directed all product photography and video production to enhance landing pages, increase dwell time, and supplement SMM objectives
- Updated and maintained inventory, images, descriptions, and shipping details
- Led brand’s SMM strategy and deliverables to gain more than 40K social followers across Facebook and Instagram
- Created how-to cooking videos for multi-channel distribution generating over 200K channel views on YouTube
- Collaborated with Web Master to enhance frontend design consistent with creative vision
Coordinator, Digital Marketing2012 – 2015
Acapello Salons • Scarborough, Maine
- Created sitewide opt-in offer above the fold scoring an average of 90 conversions month-over-month; configured all promo codes, automation, and tracking
- Executed all marketing initiatives to scale business from three to five locations, achieving an increase in top-line revenue of $1.9 million over two years
- Performed keyword research, competitive analysis, site audits, and backlink building to gain first-page positioning on Google’s SERP for top-competing keywords
- Utilized remarketing tools and custom audiences to maximize return on ad spend
- Developed market research and ICPs to steer customer acquisition and retention strategies
Redesigned and managed brand’s website to improve UX and reinforce on-page SEO - Analyzed traffic and campaign metrics to track and optimize ads/landing pages
- Owned all transactional and promotional email campaigns from design to delivery
- Optimized key directory listings to accelerate local marketing and SEM initiatives
- Produced recruitment video ad campaigns to convey culture and attract candidates
Freelancer, Content Marketing2011 – 2018
Maine Media Marketing • Freelance
- Aveda: Catwalk for Clean Water, Videographer & Editor
- Paul Mitchell: Marula Oil Product Launch Campaign, Videographer & Editor
- SalonCentric: Fall Styles Show, Videographer and Editor
- Three Olives: Jacked Apple Product Launch Campaign, Videographer & Editor
- Inspired Designs, Inc: E-Commerce Shopify Website: Web Developer, Paid Social Ads
- Stonebreaker: Kickstarter Campaign Video: Videographer and Editor
- Meridee Winters School of Music: Recruitment Video, Videographer & Editor
Featured Work

E-Commerce Development
Planned and executed company's first e-commerce solution from design to delivery; configured all tracking codes, sales channels, lead forms, and email automation.
Web Design • Automation • Remarketing Project Details →

Creative Studio Department
Spearheaded an in-house creative studio saving the company $100K+ in extraneous rental fees and contractor expenses; shot all product photography and how-to cooking videos for multichannel distribution, augmenting YouTube channel growth and SEO.
Photography • Videography • BudgetingProject Details →

Digital Training Modules
Designed and developed myacapello.com, a web-based employee portal and HCM system featuring digital resources and interactive training modules for staff.
Operations • HR • Content DevelopmentProject Details →

Social Channel Optimization
Managed, maintained, and optimized brand's social channels; curated all graphical elements, social posts, and paid ads, gaining a combined 40K+ new followers.
Social Media • Graphic Design • BrandingProject Details →

Google First Page Ranking
Owned a comprehensive SEO initiative to gain first-page positioning on Google's SERP for several competitive keywords; performed all on- and off-page SEO best practices.
SEO • Copywriting • AnaltyicsProject Details →

Holiday Drip Campaign
Launched a holiday gift guide campaign yielding a company record $325,000 in gross revenue in December 2017; used dynamic cross-sells to increase AOV over prior year.
Email Marketing • Automation • Graphic DesignProject Details →

Custom Website Design
Executed the mobile-first redesign of acapellosalons.com from design to deployment, improving UX, CRO, SEO, and page speed to scale the brand from 3 to 5 locations.
Branding • Web Design • SEO Project Details →

Social Ad Management
Managed all social media campaigns, retargeting visitors across Facebook, Instagram, and Snapchat who did not complete an online booking with personlized offers.
Paid Ads • Remarketing • Split TestProject Details →

Corporate Website Redesign
Owned the redesign of mensroomsalon.com from design to deployment, enhancing UX, SEO, conversion rates, and page speed; executed all copy and performace...
Branding • Web Design • SEO Project Details →
Skills
- E-Commerce
- Website Design
- Graphic Design
- Email Marketing
- Paid Advertising
- Video Production
- Social Media
- Copywriting
- SEO & SEM
Platforms
Certificates
Competency in creating, managing and reporting on social ads across Facebook, Instagram, and Messenger.
Thorough understanding of tracking code implementation, data collection and remarketing, processing and configuration, and other analysis and marketing tools.
Certification exemplifies advanced channel optimization techniques, content strategy, production value, policies and guidelines and advertising best practices.
Certificate demonstrates ability to create frameworks for consistent, engaging content that humans and search engines value.
Certificate illustrates knowledge of SEO best practices, including how to efficiently track, adjust and implement search engine optimization campaigns within SEMrush.
Partnerships





Contact Me
Featured Videos
Featured Playlist
Goal: Build trust and awareness with consumers while promoting a positive perception of lobster fishing in connection with MLN.
Overview: Produced and edited video; positioned video across mainelobsternow.com, YouTube, and social media channels.
Results: Video bolstered brand equity while underscoring the company’s commitment to sustainable, locally-sourced seafood.
Event coverage of Paul Mitchell’s Marula Oil product launch hosted at Gotham Hall in New York City. This promotional video was used to leverage distribution to new and existing retailers of Paul Mitchell products.
Director • Lead Videographer • Editor
Produced video in various formats, positioned on the product landing page, as well as the brand’s YouTube channel, social properties, and Amazon merchant account.
Produced an energized Instagram video ad targeting industry professionals while adhering to the platform’s employment ad policies; filled all positions while creating remarketing and lookalike audiences.
Produced a brand spotlight video targeting professional men ages 25-54 via LinkedIn, Facebook and Twitter; tracked conversions while creating key lookalike and remarketing audiences. ROAS: +1300%
Produced a recruitment video for Acapello Salons for the brand’s careers page, social networks, YouTube channels, and local cosmetology schools.