From Unfamiliar to Unforgettable: Building a Digital Presence from the Ground Up
Client
Dania Pointe
The Challenge
When Dania Pointe first launched, they had virtually no brand recognition. As a new open-air shopping center, their top priorities were clear: grow foot traffic, attract high-profile tenants, and build a social presence that matched the scale of their retail ambitions.
As Director of Digital Strategy at Sparo, I led the digital media efforts to help Dania Pointe go from unknown to a household name across South Florida — blending awareness, event promotion, and paid social strategy.
My Strategic Approach
Over a multi-year engagement, I developed and oversaw a full-funnel digital plan that adapted as the brand matured. This included:
Meta Ads (Instagram & Facebook):
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- Launched awareness and engagement campaigns tailored to brand-building and event promotion
- Developed a smart workaround before Meta offered a follower growth objective by using traffic campaigns to drive users to the Instagram profile page — a technique that became standard later
TikTok Ads:
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- Strategically launched and managed Dania Pointe’s first TikTok ad campaigns, aligning creative with platform trends to drive awareness among younger audiences
Event Promotion & Ticket Sales:
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- Developed targeted ad sets for event campaigns with geo-fencing and retargeting to drive both awareness and ticket conversions
- Created multi-touch retargeting strategies for major seasonal events
Campaign Reporting & Optimization:
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- Built streamlined processes for asset approval, delivery, and feedback across multiple teams to maintain creative efficiency
Results
increase in Instagram followers
New newsletter subscribers from Meta campaigns
Clicks driven from paid campaigns promoting Fall event schedule alone
Users in paid reach, including 660K+ paid engagements
- Fall/Holiday events sold out, year after year
- Established Dania Pointe as a regional lifestyle destination — lifting both consumer traffic and B2B tenant interest
My Role
- Architected and managed all paid Meta and TikTok campaigns
- Designed the Instagram follower growth workaround and scaled it
- Directed media strategy for all event promotions
- Managed campaign calendars, asset flow, and client reporting