Jeeves Florida Rentals, located in Orlando, Florida, is one of the top vacation rental management companies in Central Florida, with a portfolio of 250+ properties located in Reunion Resort, Encore Resort, ChampionsGate, Bears Den Resort, and Solterra.
Jeeves Florida Rentals
Work Experience
Luxury & Travel | 2024-Current
Premier Hospitality Company Specializing
in Resort Luxury Vacation Homes
I started by conducting a comprehensive marketing audit to assess the organization’s digital performance, user experience, and overall strategy. This included analyzing web analytics, reviewing key user flows, evaluating SEO and email campaign effectiveness, and benchmarking competitors. The insights gathered informed a 13-point baseline marketing strategy that served as a clear, actionable roadmap to improve engagement, conversions, and cross-functional alignment.
Initiated & Completed Company Rebrand & Website Redesign
Conducted Audit & 13-Point Marketing Baseline Assessment
I led a self-initiated redesign of the company’s brand and 30+ page website to modernize its visual identity, improve usability, and align messaging with business goals. This included developing a new brand strategy, restructuring site architecture, and designing a fully responsive, user-centered experience. The project resulted in a more cohesive brand presence, faster site performance, and increased user engagement.
I improved the existing influencer system by streamlining processes, setting clear performance metrics, and launching a structured ambassador program to build stronger, long-term partnerships. In parallel, I led efforts to expand into new markets, including group experiences and weddings, by developing targeted messaging, landing pages, and outreach strategies. These initiatives increased brand visibility, opened new revenue streams, and positioned the business for growth in previously untapped segments.
Entered New Markets and Implemented Quarterly Marketing Strategies
Conducted Audit & 13-Point Marketing Baseline Assessment
For SEO, I ran a technical audit to identify crawl issues, broken links, duplicate content, and keyword performance gaps. I also assessed the performance of email campaigns, automation sequences, and segmentation strategies. To round out the audit, I reviewed competitor activity and conducted stakeholder interviews to align marketing goals with broader business objectives.
The findings from this audit became the foundation for a 13-point baseline marketing strategy I developed shortly afterward. This framework served as a tactical and strategic blueprint that guided all subsequent marketing and UX initiatives over the following months.
I conducted a comprehensive marketing audit to assess the current state of Jeeves' digital presence. My goal was to establish a clear, data-informed understanding of what was working, what wasn’t, and where the biggest opportunities for growth existed.
This involved a deep dive into analytics platforms, CRM data, social performance data, and user behavior across the website and campaign channels. I examined traffic sources, conversion funnels, bounce rates, and engagement metrics to surface trends and identify friction points.
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Marketing Research, Strategy, & Campaign Building
Following the comprehensive marketing audit, it became clear that the existing website was underperforming due to a combination of technical errors, outdated visuals, and a poor overall user experience.
The site lacked consistency, had slow load times, and presented friction at key conversion points—issues that were confirmed through A/B testing and paid ad performance, which showed significant drop-offs in user engagement and conversions.
In response, I proposed and self-initiated a full redesign of both the website and brand. The goal was to modernize our digital presence, soften the visual identity, and align more closely with the design patterns, color palettes, and layouts that had proven effective in Orlando’s competitive tourism market.
I developed a refreshed brand strategy, restructured the site architecture, and created a scalable, mobile-first design system that significantly improved usability and visual appeal. This strategic redesign not only improved user trust and engagement but also directly contributed to stronger conversion rates across campaigns.
Identifying & Addressing Website + Brand Gaps Post-Audit
Redesigned Company Brand and Website
New Markets & Influencer Program
With a track record of managing over 250 properties, I've overseen tasks ranging from routine maintenance to building new pages, mitigating website-related crises, and ensuring that each website reflects the brand's identity.
Influencers & Ambassador Program
I created a structured influencer and ambassador program to build long-term partnerships and improve brand consistency across content. This approach increased engagement, streamlined collaboration, and supported expansion into new audience segments.
Initiated the breaking into weddings and group markets by developing dedicated website landing pages, launching targeted ad campaigns, and establishing strategic partnerships. This effort opened new revenue streams, increased qualified leads, and positioned the brand as a go-to option for group experiences in a competitive tourism market.
Wedding Parties & Groups
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Full-Funnel Marketing and UX/UI Enhancements
Managed numerous overlapping email and drip campaigns for holidays, upcoming events, property features, and newsletters, optimizing timing, segmentation, and messaging for each audience. One last-minute booking campaign stood out, achieving a 41% open rate and 24% click-through rate, demonstrating the effectiveness of strategic targeting and compelling content.
Feel free to explore examples of these campaigns and ad creatives in action here.
Email Marketing, SMS, & Drip Campaigns
Created a variety of social media content and paid ads to support ongoing campaigns, focusing on visually engaging, conversion-driven creatives. These efforts consistently delivered strong results, averaging $0.30–$0.50 per result, helping to drive efficient traffic, engagement, and new vacation rental bookings.
You can view examples of these social campaigns and ad creatives in action here.
Social Media Posts & Ad Campaigns
In addition to social media efforts, I managed Google Search, Display, and bid-based ad campaigns to capture high-intent traffic and expand brand reach. This included keyword research, audience targeting, ad copywriting, and continuous performance optimization to maximize ROI.
Google Search, Display, & Bid Ads
UX/UI Design efforts focused on improving usability, visual consistency, and overall user satisfaction through targeted research and experience optimization. User journeys were mapped, pain points identified, and key interfaces redesigned to enhance navigation and reduce friction.
The updates emphasized accessibility, responsiveness, and alignment with the new brand, leading to a more intuitive and engaging experience across all devices.
Feel free to explore examples of these campaigns and ad creatives in action here.
UX/UI Design, Research, and Experience Optimization
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Get In Touch To See If I Am Available For Hire!
For 10+ years, I have honed my abilities as a UX/UI Designer. I am highly skilled in information layout design, websites & funnel systems, proposals & presentations, digital products, and custom design that converts visitors through powerful experiences.
Download my resume below or fill out the form to get in touch regarding your project or opportunity.
Multi-skilled individual with a well-rounded understanding of the customer journey and the tools used to affect decision-making through web design and media. Professional with creative, technical, and marketing experience.
Email at lukensurge@gmail.com
Currently open to accepting offers. Get in touch through the form, or email me with more information regarding your opportunity.
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