JEMMA
CARROLL
Jemma Carroll—Portfolio
Here's how I work.
I build the system.I track the system.I analyse the system.And create the content that sits inside it.
Performance Marketing & Creative Systems
Performance Marketing
Paid social campaigns built around conversion events, not reach. At MMJ Real Estate I ran Meta campaigns supporting property launches with budgets over $200,000 per year. At Wollongong Tourist Parks I built the tracking infrastructure before running a dollar of spend — and measured campaign performance against real booking funnel events.
Tracking & Attribution
GTM and Meta Pixel setups from scratch. Wollongong City Council's first end-to-end measurement framework across five portfolios. I design event taxonomies based on the actual conversion actions that matter for each client — not defaults — and test everything in Events Manager before campaigns run.
Promotion Intelligence
Data tools for planning and performance analysis. At Wollongong City Council I built an Excel-based system — informed by AI-assisted analysis of 24 months of occupancy data — that reads Newbook exports for three parks, blends the data, and generates month-by-month promotional recommendations with a colour-coded Switch-On Status for each accommodation type.
Performance Marketing & Tracking
Meta Ads · GTM · GA43,682 conversions · $0.06 CPR
Promotional Intelligence Engine
Excel · Newbook24 mo data → 2026 promo plan
Creative & Campaign Design
Adobe CC · Canva · Meta$200k+ annual spend supported
Tracking before spend
At Tourist Parks I set up six pixel events before running a single campaign. The Search event alone generated 3,682 conversions at $0.06 CPR — giving Meta the signal volume to exit the learning phase and find real bookers.
Document everything
When I left Wollongong City Council, the GTM setup, promo planning tool, and reporting process all had written handover guides detailed enough for someone else to maintain without asking. Systems shouldn't depend on the person who built them.
Context before changes
Two of the last three accounts I inherited had the same issue — events firing on the wrong triggers, campaigns optimising against the wrong signals. Fixing the measurement first changed what the campaigns were optimising for. The results followed.
Jemma Carroll
I grew up in Wollongong on the NSW south coast of Australia — 80km south of Sydney, five minutes from the beach. I've spent a lot of time travelling with my family and friends; I've been to 22 countries so far. I'm currently based in Barcelona.
Outside work, I spend time at the beach, riding my bike, hiking, trying new foods, doing puzzles, experimenting with something creative, and my newest hobby — lumen printing.
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