Est. 1979 · Austin, TX · Available for the right projects
21:29:47 UTC
Sarah Farrar
Director · Strategist · Builder · Problem Solver · Available
WORK
Below are some select projects. Full walkthroughs on request. Yes I built one of these in a day. Yes it's the life coaching one.
Below are some work I love, full walkthroughs on request
EXPERIENCE
Throughout my career I've done what sounds like one job but has actually been about twelve. Here's the overview.
2022 — NOW
Digital Operations Director
Go! Retail Group · Calendars.com · Toys"R"Us ·
Digital operations across 6 brands simultaneously. SEO, social, paid media, front-end development, on-site search, direct mail, privacy compliance, and AI adoption. All of it, all at once. Led a 475-page content overhaul across four sites. Organic impressions up 27% YoY. Landing page quality improvements drove a 6% drop in paid search CPC, saving an estimated $144K. Built AI adoption infrastructure across the organization using Python, Playwright, and Claude. Replaced manual workflows, scaled output without adding headcount. Grew cross-channel organic reach 73% YoY to 21.4M across Facebook, Instagram, TikTok, YouTube, and Reddit. Launched the YouTube channel from zero. 132 videos, 1.5M views. One organic short hit 675K views. Drove $2.7M in paid conversion value on flat spend at a $7.74 ROAS. Built 1,056 Toys"R"Us and Go! store landing pages from scratch. Manually audited hundreds of locations mid-program after the listing platform failed. Stabilized and scaled the program. Run the direct mail program for 10+ years end to end. Creative brief, printer relationships, list segmentation, production. 835K piece campaigns nearly to the dollar against budget. Functioning DPO without title. Quarterly compliance reviews across CCPA, TCPA, CASL, CIPA, and children's privacy. Built vendor compliance process from scratch. Led the full GDPR exit project.
2022 — NOW
Digital Operations Director
Go! Retail Group · Calendars.com · Toys"R"Us ·
Digital operations across 6 brands simultaneously. SEO, social, paid media, front-end development, on-site search, direct mail, privacy compliance, and AI adoption. All of it, all at once. Led a 475-page content overhaul across four sites. Organic impressions up 27% YoY. Landing page quality improvements drove a 6% drop in paid search CPC, saving an estimated $144K. Built AI adoption infrastructure across the organization using Python, Playwright, and Claude. Replaced manual workflows, scaled output without adding headcount. Grew cross-channel organic reach 73% YoY to 21.4M across Facebook, Instagram, TikTok, YouTube, and Reddit. Launched the YouTube channel from zero. 132 videos, 1.5M views. One organic short hit 675K views. Drove $2.7M in paid conversion value on flat spend at a $7.74 ROAS. Built 1,056 Toys"R"Us and Go! store landing pages from scratch. Manually audited hundreds of locations mid-program after the listing platform failed. Stabilized and scaled the program. Run the direct mail program for 10+ years end to end. Creative brief, printer relationships, list segmentation, production. 835K piece campaigns nearly to the dollar against budget. Functioning DPO without title. Quarterly compliance reviews across CCPA, TCPA, CASL, CIPA, and children's privacy. Built vendor compliance process from scratch. Led the full GDPR exit project.
2016 — 2022
Senior Digital Marketing Manager
Calendars.com · Go! Retail Group ·
Led social media, brand, and marketing operations across multiple categories. SEO, paid media, social commerce, and direct mail. Built the affiliate program from scratch. Managed 500+ retail location listings. Influenced leadership cross-functionally while running day to day execution simultaneously.
2016 — 2022
Senior Digital Marketing Manager
Calendars.com · Go! Retail Group ·
Led social media, brand, and marketing operations across multiple categories. SEO, paid media, social commerce, and direct mail. Built the affiliate program from scratch. Managed 500+ retail location listings. Influenced leadership cross-functionally while running day to day execution simultaneously.
2010 — 2016
Online Marketing Manager
Calendars.com
Organized and executed promotional campaigns across all channels. Managed the marketing calendar, visual campaign board, and all on-site promotional messaging. Added campaign coordination responsibilities on top of existing marketing manager scope without additional headcount.
2010 — 2016
Online Marketing Manager
Calendars.com
Organized and executed promotional campaigns across all channels. Managed the marketing calendar, visual campaign board, and all on-site promotional messaging. Added campaign coordination responsibilities on top of existing marketing manager scope without additional headcount.
2004 — 2010
Customer Service · Assistant Manager
Calendars.com · Texas Book Company
Led three full-time team leads and 30+ seasonal agents. Built performance measurement systems, developed staffing and quality procedures, coached and mentored staff.
2004 — 2010
Customer Service · Assistant Manager
Calendars.com · Texas Book Company
Led three full-time team leads and 30+ seasonal agents. Built performance measurement systems, developed staffing and quality procedures, coached and mentored staff.
CONTACT
You can contact me using the form or via the links below.