Westland Mall

Westland Mall, a legacy retail center in Hialeah, Florida, was struggling to stay relevant. Between shifting shopping habits and a dated digital presence, they needed to reconnect with the community — especially younger audiences — and bring shoppers back through the doors.

I was brought in to lead the paid media efforts focused on awareness, foot traffic, and social engagement. With limited budget and a highly competitive market, every dollar needed to work.

To breathe new life into Westland’s digital visibility and in-person engagement, I developed a nimble, localized media strategy centered on cost-effective audience reach and engagement:

Paid Meta Campaigns (Instagram & Facebook):

• • Designed bilingual campaigns to reflect Hialeah’s predominantly Hispanic audience
  • Focused on awareness and engagement objectives to maximize visibility within a tight budget
  • Used interest targeting and geo-radius filters to prioritize nearby shoppers

TikTok Launch:

• • Established Westland’s TikTok presence and launched its first paid campaigns, tapping into local trends to reach Gen Z shoppers
  • Focused on playful, hyper-local content that resonated with a younger audience and encouraged organic growth

Influencer Collaborations:

• • Supported influencer campaigns by promoting top-performing creator content via paid boosts
  • Amplified cultural events and food experiences to increase shareability and reach

Giveaways & Community Contests:

• • Integrated paid support into organic campaigns to boost participation in mall-wide contests, improving campaign performance and driving social action

• Built and led all paid campaigns across Meta and TikTok
• Directed targeting, messaging, and budget strategies to align with performance goals
• Consulted on creative tone and content themes based on audience response
• Provided reporting insights to guide influencer and organic campaign alignment