Not prompts. Systems.
Gem Cruz
Gemmalyn Cruz
Most people use AI to write a caption. I use it to build the system that writes, sends, qualifies, and reports on its own.
Project management, marketing strategy, and the automation connecting them. I set up the ad accounts, the CRM, and the workflows that keep everything moving without someone babysitting it every day.
I'm Gem. I run Digital Marketing Gem, my own marketing practice, and I also work as a Digital Marketing Coordinator at Lead Engine OS, where I run paid social and search accounts for a handful of their clients. Across both, I'm increasingly the one building the automation sitting underneath the ads: GoHighLevel workflows, Make.com and Zapier connections between tools, and AI agents that qualify leads and answer messages before a human has to.
I like accounts that need someone to own the whole picture: the strategy, the reporting, the CRM underneath it, and the people waiting on updates. That's usually where I end up.
Currently
Owner, Digital Marketing Gem. Digital Marketing Coordinator, Lead Engine OS.
Core platforms
Google Ads, Meta Ads, GoHighLevel
Automation stack
Make.com, Zapier, AI agent builds
How I work
Diagnose before you optimize
Before I touch a budget or a bid strategy, I want to know what's actually happening underneath it. More than one account I've taken over turned out to have a tracking problem masquerading as a performance problem.
Manage the whole account, not just the ads
Media buying is one piece. I also handle the reporting cadence, the stakeholder updates, and the tools the campaigns run through, because a good ad on top of a broken CRM or a missing tracking setup doesn't hold up.
Connect the tools instead of babysitting them
A lead form, a CRM, an ad account, and a follow-up message shouldn't need a person moving data between them by hand. I use Make.com and Zapier to wire those pieces together, and GoHighLevel to run the workflows and pipelines behind them, so the process keeps moving on its own.
This isn't casual AI use
I don't just chat with an AI tool and copy-paste what comes out. I build the agents and persona configs that qualify leads, handle objections, and book calls, and I set up the automation that hands work between systems without someone pushing it along.
Capabilities
Project & account management
- Running multiple concurrent client accounts
- Quarterly marketing plans and budget roadmaps
- Coordinating stakeholders and agency leads
- Reporting cadences and client communication
Paid media
- Google Ads: Search, Performance Max
- Meta Ads: traffic, retargeting, brand awareness
- Conversion tracking audits and fixes
- Budget pacing and bid strategy
AI & automation
- AI agent and chatbot persona builds
- Make.com and Zapier workflow connections
- GoHighLevel CRM and pipeline automation
- Automated lead qualification and handoffs
Marketing coordination & ops
- SMS compliance (A2P 10DLC registration)
- Website builds and CRM integrations
- Content calendars and campaign scheduling
- Client reporting and account documentation
Content & creative
- Video editing
- AI-assisted photo editing workflows
- Bilingual and trilingual copywriting
- Branded client reporting
Case files
Real clients, the systems I built for them, and what changed once those systems were running on their own. I add to this as projects finish.
Miss Cheesecake by Sopa
A bakery in Melbourne selling whole burnt cheesecakes online and through delivery apps. I run their Google Ads and Meta Ads accounts end to end. The account had a conversion tracking bug reporting every sale at a flat, incorrect value, which had been quietly steering the bidding in the wrong direction for months. I traced it back to the checkout integration, fixed it, and rebuilt the Meta retargeting funnel from scratch. I also handle their content calendar, video editing, and the branded performance reports I send each month.
Role
Digital marketing strategist
Scope
Google Ads, Meta Ads, content
Where
Melbourne, Australia
DatViz AI
An AI data visualization SaaS. I managed their Meta Ads campaigns and noticed a large gap between people clicking the ad and actually landing on the page. It turned out to be a mobile speed problem, the page was loading far too slowly on phones. I flagged it, rewrote the landing page copy to convert better once people got there, and kept the ad creative and client reporting running alongside it.
Role
Meta Ads strategist
Scope
Meta Ads, landing page, reporting
Where
datvizai.online
Refuge Design & Landscape
A landscaping company in Minneapolis. I rebuilt their GoHighLevel setup after a previous agency wouldn't transfer the account, which meant starting the CRM, forms, and automations over from nothing. I also handled the SMS compliance registration their previous setup had gotten wrong, and connected their lead forms and calendar so bookings flow through automatically.
Role
Marketing & ops coordinator
Scope
GoHighLevel, CRM, compliance
Where
Minneapolis, USA
Profesor González
An English professor building a course business for Spanish-speaking adults. I built the website and a CRM with a proper pipeline to track students from first contact through enrollment, and wrote the bilingual ad content for the launch.
Role
Digital marketing coordinator
Scope
Website, CRM, bilingual content
Where
Venezuela
BrideFit
A wedding fitness coaching brand running lead generation through Meta and TikTok. I manage the paid social account end to end, including campaign structure, ad creative, and weekly performance reporting. Digging into which creatives brought in the most qualified, higher-budget leads led me to shift the account's messaging strategy, moving spend away from underperforming DM-style ads toward a video-led booking funnel. I also worked through a stretch of booked calls with a high no-show rate, traced it back to how far out people were booking, and used that to tighten the scheduling window.
Role
Digital marketing coordinator
Agency
Lead Engine OS
Scope
Meta & TikTok Ads, funnel strategy
Revive Executive Branding
Revive helps senior executives land new roles through resume, LinkedIn, and recruiter-network services. I analyze their Meta ad performance down to which ad set and creative actually drives booked calls, and built the reporting that catches gaps like appointment outcomes sitting untracked in their CRM. I also wrote the persona and conversation rules for their AI lead chatbot, covering how it qualifies leads, handles objections, and books calls.
Role
Digital marketing coordinator
Agency
Lead Engine OS
Scope
Meta Ads, call analysis, chatbot config
Novex
Novex runs paid Google Search campaigns to drive purchases. I manage the account's search terms, regularly reviewing where spend is landing and adding negative keywords to keep the budget away from irrelevant traffic, competitor brand searches, and off-target intent. I send periodic reports tracking conversions as they come in and the optimization actions behind them.
Role
Digital marketing coordinator
Agency
Lead Engine OS
Scope
Google Ads (Search)
Fun personal projects
A brand of my own, run the same way I run client accounts.
Nanay Deals
An affiliate marketing brand for Filipino mothers of toddlers, built around baby and parenting products. I run it end to end: Meta Ads for reach, Involve Asia affiliate links for revenue, and a ManyChat DM automation that qualifies and follows up with people who message the page, so the brand keeps working without me answering every DM myself.
Get in touch
Looking for someone to run the strategy and stay in the account day to day?