Will Pray

About Will Pray

William is an experienced senior digital marketing manager with over 12 years of experience focused on organic and paid media tactics to drive measurable results. Since 2024 Will has led the growth of Basecamp Franchising’s National Marketing Program across 190+ franchise locations, managing $4.38M in media spend and focusing on one core goal: efficiently driving people into stores. In 2025, that meant delivering 808K+ measured store visits (+153% YoY) while lowering CPM by 11%, even as we expanded into premium channels like Connected TV, Digital Audio, DOOH, and Performance Max. Along the way, we modernized the media mix, launched new consumer websites, and upgraded measurement to better connect media performance to real in-store impact — resulting in +10.9% YoY same-store sales growth across NMP-supported locations. The same system drove consistent results across brands, including +153% YoY store visits for Kid to Kid and +152% for Uptown Cheapskate, while generating 583M+ impressions, 7.5M clicks, 20% YoY organic traffic growth, and 41K+ new social followers.

Experience

1. Senior Digital Marketing Manager

   Basecamp Franchising

   Jan 2024 — Present

   Key Contributions & Results – National Marketing Program+ Scaled National Marketing Program 2.0 across 190+ franchise locations, increasing tier participation 46% and managing $4.38M in media investment+ Drove 808K+ measured store visits via digital media (+153% YoY) while improving efficiency, reducing CPM by 11% YoY despite expansion into premium channels (CTV, Audio, DOOH, Pinterest)+ Modernized the program ecosystem with Performance Max, advanced audience and search frameworks, and strategic inventory partnerships to improve buying power at scale+ Launched new consumer websites and enhanced measurement to directly connect media performance to in-store traffic and sales impact+ Led creative strategy shift to evergreen, buy-focused messaging aligned to key retail moments, supported by localized assets for franchise markets+ Generated 583M+ impressions (+52% YoY) and 7.5M clicks, increased organic search traffic 20% YoY, and grew social audiences by 41K+ followers (+25% YoY)+ Delivered +10.9% YoY Same Store Sales growth across NMP-supported stores+ Drove consistent results across brands- Kid to Kid:+153% YoY store visits,+7.6% - Uptown Cheapskate:+152% YoY store visits,+12.6% Contributions – 2024+ Managed National Marketing Program for 180+ franchise locations across the U.S. and Canada for Kid to Kid and Uptown Cheapskate+ Delivered 7.8% average Same Store Sales growth for NMP stores vs. 2.7% for non-NMP locations+ Generated 383.7M impressions, 5.4M website clicks, 5.4M new users, and 40K new social followers across Meta and TikTok+ Led New Store Service digital marketing programs to drive awareness and foot traffic for franchise openings+ Partnered directly with franchisees to review performance, plan local strategies, and improve organic social media execution

Education

• Grand Valley State University

  Bachelor's of Science, Health Communications

  2006 — 2010