Seven years running performance and lifecycle marketing for B2B SaaS, the last three owning growth end to end — paid, lifecycle, and the handoff to product. I'd rather ship a smaller test this week than a perfect plan next quarter.
3.2x ROAS across paid social and lifecycle email in the first 30 days.
Built the full launch funnel from a cold paid-social audience through a 6-touch lifecycle sequence. Cut CAC 40% against the prior launch by killing underperforming creative on day 3 instead of day 14.
Repositioned the brand around outcomes instead of features, lifting demo-request conversion 22%.
Ran the qualitative research, rewrote the homepage and top three landing pages, and briefed a new creative system the sales team still uses in decks today.
Built a content engine that now drives 40% of inbound pipeline.
Went from zero organic strategy to a repeatable pipeline: keyword research, a lean editorial process, and an internal-linking pass that took 18 months of scattered posts and made them compound.
Currently mid-flight on a multi-channel push for the winter sale window.
Paid, email, and an affiliate push running in parallel, with a shared creative system across all three.
Own growth strategy across paid, lifecycle, and SEO for a $40M ARR B2B SaaS product.
Grew paid-channel efficiency 3x over two years while cutting blended CAC by a third.
Started as the team's first dedicated lifecycle hire; built the first automated onboarding sequence.