Sarah Reinen.
Growth & paid media marketer · Denver

I turn ad spend into readers, members and regulars.

I'm Sarah Reinen, a growth and paid media marketer with more than 15 years of experience across search, social, email and design. I pair data-driven optimization with hands-on creative direction. Today I lead paid digital advertising at Bookshop.org, the online bookstore that supports independent bookstores.

See my work → Say hello
Sarah Reinen smiling in sunglasses, surrounded by yellow flowers
CurrentlyPaid digital at Bookshop.org
What I'm doing now

Helping indie bookstores win online.

Bookshop.org gives more than 80% of its profit margin to independent bookstores. My job is to make sure the advertising behind it works as hard as the booksellers do.

Google AdsMetaRedditTikTokMicrosoft AdsGA4
  • 01
    Paid media across five platforms. Search, Performance Max, Demand Gen, Meta, Reddit, TikTok and Microsoft Ads, managed as one program.
  • 02
    Built the publisher co-op ad program. Publishers fund campaigns for their titles, and I plan, launch and report on them.
  • 03
    Set the measurement standards. UTM and attribution conventions used across every channel, so results are comparable.
  • 04
    Creative direction. From search copy and keyword strategy to platform-native social ads.

Campaigns at Bookshop.org

Programs I've built and managed across Google, Meta and Reddit, shown with creative from live campaigns.

MetaAdvantage+Catalog / DPA

Rebuilding Meta around one message: same book, bigger impact

Bookshop.org's advantage isn't price; it's where the money goes. I restructured the Meta program so that every stage of the funnel tells that story.

  • Relaunched catalog retargeting and Advantage+ prospecting with evergreen anti-Amazon creative
  • Reallocated budget from underperforming ad sets to the top-performing mission video
  • Designed a five-concept creative test: switcher testimonials, impact proof, a price myth-buster, staff-pick carousels and Reel-style video
VideoMeta ReelsYouTubeGoogle Ads

Short-form video built for each placement

Video carries Bookshop.org's mission faster than any static ad. I direct and produce short-form spots sized and paced for every placement, from vertical Reels to YouTube and animated Google display.

  • A clear hook in the opening seconds and the brand on screen throughout, so the message lands even in silent autoplay
  • One concept adapted to vertical, square and landscape formats, rather than a single cut stretched to fit
  • Seasonal storytelling, such as the holiday gifting spot, alongside the evergreen anti-Amazon message
Publisher co-opGoogle SearchMetaReddit

Building the publisher co-op ad program

I built Bookshop.org's co-op program, in which publishers fund campaigns for their own titles, and I manage it end to end, from keyword research to reporting.

  • Title and series keyword strategies, supported by dedicated co-op Search and Performance Max campaigns
  • Publisher title lists matched to the Merchant Center feed by ISBN, so the correct editions serve
  • Coordinated launches across Google, Meta and Reddit, with preorder-to-release creative transitions, publisher guidelines and release-day promo codes
  • Platform-native creative: trope cards for Meta; text-message threads and trope bingo for Reddit
GoogleDemand GenYouTube · Discover · Gmail

Bookshop.org's first Demand Gen campaign

To reach readers before they search, I launched the account's first Demand Gen campaign:

  • Custom segments from anti-Amazon search intent, like "online bookstore not Amazon"
  • Lookalikes seeded from GA4 purchasers, with the product feed attached
  • "Same book. Same price. Different impact." creative, optimized to purchase value
MeasurementGA4Feeds

Measurement you can trust

Every optimization decision depends on clean, consistent data. Alongside campaign management, I:

  • Established the UTM and attribution conventions used across every paid channel
  • Built catalog feed templates for Google Merchant Center, Meta, Reddit and TikTok
  • Audit pixels, remarketing audiences and GA4 channel groupings, and partner with engineering to close tracking gaps

Highlights from earlier roles

An independent bookstore, a trade association, a private club and more: different audiences, the same commitment to testing until the numbers move.

+87%
Website visits
Tattered Cover Book Store
$600K
Added eCommerce profit, annually
Tattered Cover Book Store
+40%
Conversions across 50+ campaigns a month
Horizon Outdoor Hospitality
+67%
Inbound leads
Apartment Association of Metro Denver
$155K
New revenue in six months
Apartment Association of Metro Denver
60–75%
Above monthly sales goals
Mount Vernon Canyon Club

Selected work

Sarah has produced overwhelming results for the company as far as reach, new customer acquisition, retention, and bottom-line profits. I truly don't think we would still be in business today if it weren't for her impressive skillset.

Adam V. · Events Director, Tattered Cover Book Store
About

Strategy, creative and the numbers.

I began my career in sales and membership, moved into marketing, and found my home in books. Along the way, I learned to design creative, write copy and analyze every number in the account, so ideas move from brief to live campaign without getting lost in handoffs.

I'm happiest where data and storytelling meet: finding the audience, testing the message, and building reporting that shows what actually worked.

Based in Denver. B.A. in Communication Studies, University of North Carolina Wilmington.

Paid media

Google Search & PMaxDemand GenMeta AdsReddit AdsTikTok AdsMicrosoft Ads

Measurement

GA4Looker StudioUTM & attributionA/B testingAudience segmentation

Lifecycle & creative

Salesforce Marketing CloudMailchimpAdobe Creative SuiteCopywritingBrand identity

Certifications

Google AnalyticsGoogle Ads Search, Display & MeasurementMeta CertifiedHubSpot Digital Marketing & Advertising
Experience

Where I've worked

  • Bookshop.orgPaid Digital MarketingPaid media across Google, Meta, Reddit, TikTok and Microsoft Ads, plus the publisher co-op advertising program.
  • Horizon Outdoor HospitalityMarketing DirectorPaid digital strategy for 20+ sites on a $500K annual budget, with 50+ A/B-tested campaigns a month and Looker Studio reporting for stakeholders.
  • CareerWiseMarketing DirectorCustomer-journey research and Salesforce Marketing Cloud email programs averaging a 35% open rate and 15% click-through rate.
  • Tattered Cover Book StoreDirector of MarketingOmnichannel acquisition, retention and eCommerce growth for one of Denver's best-loved independent bookstores.
  • Apartment Association of Metro DenverMarketing DirectorLead generation, membership growth and events, plus a refreshed brand identity.
  • Mount Vernon Canyon ClubDirector of Marketing & SalesLaunched a new membership structure and ran the full sales pipeline.
  • The Pinery Country ClubSales & Membership Director
Get in touch

Let's talk.

Whether you have a question about paid media, book marketing or measurement, or simply want to compare notes, I'd love to hear from you.

Email me → LinkedIn