Sіlecky Sports – Digital Advertising
Managed digital advertising and content for Silecky Sports, supporting campaign strategy, ad creatives, and tailored web experiences across Google, Meta, and sponsored placements to drive boot fitting appointments and event engagement.
CATEGORY:
Digital Advertising & Campaign Content
CLIENT:
City Art Gallery
ROLE:
Freelance Digital Marketing Manager
I led the digital advertising strategy and content production for Silecky Sports, the exclusive U.S. distributor of GRAF figure skates. My work spanned campaign planning, ad creative development, website optimization, and performance tracking to drive brand awareness and fitting bookings.
Using a performance-first approach, I created ad creatives for Instagram, Google, and sponsored newsletter/display placements – tailoring each format to its platform. I built Squarespace landing pages aligned with each campaign to maximize conversions, including those for Skate America and regional competitions. I also authored ad copy and developed storytelling frameworks to differentiate Silecky Sports within a niche competitive space.
In addition to hands-on campaign execution, I managed reporting and ad optimization while coordinating directly with affiliate partners like U.S. Figure Skating. This included aligning deliverables, tracking ad placements, and maintaining creative consistency across all sponsored assets.
This project combined advertising execution, brand storytelling, and strategic content adaptation to increase online visibility, strengthen partnerships, and convert interest into skate fittings.
Custom Skate Fitting Promotion (USFS Eastern Sectionals)
Event promo graphic driving awareness for in-person boot fitting sessions.
USFS Supplier Campaign
Brand-driven creatives for USFS Eastern Sectionals with consistent layout and sponsor presence.
Custom Fitting Promo
Event-based ad optimized for social platforms promoting in-person fittings during Skate America.
Trivia Game Engagement Campaign
Interactive campaign encouraging product awareness through a social media trivia game.
CHALLENGE & OBJECTIVES:
Develop multi-platform ad creatives tailored for figure skating audiences across Google, Instagram, Reddit, and USFS
Build Squarespace landing pages tailored to specific campaigns (e.g., Skate America)
Write and design compelling ad copy that encourages both in-person and virtual bookings
Coordinate campaign assets with external partners such as U.S. Figure Skating
Track, optimize, and report on ad performance metrics to refine targeting and creative
DELIVERABLES:
Campaign briefs and visual ad templates for Instagram Feed, Stories, Carousel, and Google Display ads
Custom Squarespace landing pages supporting event-driven and retargeting campaigns
Sponsored content and ad banners for U.S. Figure Skating newsletters and FanZone
Ad copy and visual direction for Meta and Google Ads, tailored by audience intent
Campaign performance dashboards and post-campaign reports
Coordination with creative partners and sponsors to align campaign assets and placement timing
Custom Fitting Promo
Event-based ads optimized for social platforms promoting in-person fittings during one of the figure skating events.
Analytics Snapshot
Cross-platform performance overview highlighting campaign metrics on Instagram, TikTok, Twitter, and Bluesky.
TOOLS:
Strategy & Planning
Google Workspace – for collaborative copywriting, asset reviews, and reporting
Creative & Ad Content
Figma – for rapid creative development across ad formats
Adobe Photoshop – for asset resizing and polish
Website & Campaign Platforms
Squarespace – for creating and updating campaign-specific landing pages
Meta Business Suite – for managing and testing Instagram/FB ads
Google Ads – for Search and Display campaign execution
Performance & Optimization
Meta Ads Manager – for ad campaign tracking and A/B testing
Google Analytics (GA4) – for page-level and campaign performance insights
UTM Parameters + Google Tag Manager – for ad tracking and attribution
The Silecky Sports campaigns increased traffic to the fitting booking pages and improved brand visibility among U.S. skating audiences.
This project highlighted the power of targeted advertising paired with tailored content experiences – especially when activated through partnerships and event-based marketing.