Portfolio
Case Studies
About
Nice to meet you!
I’m a creative strategist, implementer, brand storyteller, and revenue focused marketing leader passionate about turning ideas into impactful, measurable outcomes.
With over 10 years of experience across consulting, in-house leadership, and cross-functional teams, I build full-funnel marketing systems that drive engagement, support sales, and deliver real business value. My work spans SEO, paid media, CRM automation, analytics, and creative direction, all anchored in clarity, collaboration, and results.
I thrive at the intersection of creativity and operations: reimagining brand identities, designing seamless digital experiences, and aligning campaigns to pipeline growth. Whether I'm building reporting dashboards or mentoring creative teams, I bring both vision and execution to every challenge.
My Expertise:
  • RevOps Enablement & Marketing Automation
  • Brand Development & Creative Direction
  • SEO, Paid Media, and CRM Strategy
  • Strategic Communication Campaigns
  • Cross-Channel Engagement (Web, Social, Email)
  • Responsible AI
  • Team Leadership & Executive Collaboration
I believe every brand has a story, and it’s not just what you say, but how you make people feel and the results you drive. Let’s build marketing that works and resonates.
Case Studies
Below is a selection of projects that highlight my approach to strategy, execution, and measurable business impact across both consulting and in house leadership roles.
Due to the nature of several high profile clients engagements, not every project includes full deliverables, but each case reflects the scope of work, decision making, and outcomes I led.
If you’d like to explore additional examples or discuss anything in more detail, I’m always happy to walk through them.
Revenue Operations and CRM Enablement
Transformed marketing into a revenue partner through CRM optimization, lifecycle management, and sales alignment in professional services.
SEO-Led Organic Growth Strategy
Built sustainable inbound growth engine achieving 35% organic traffic increase through strategic content and technical optimization.
Paid Media and Performance Optimization
Shifted paid advertising from experimentation to predictable revenue driver through structured testing and attribution.
Client Reporting and Retention Strategy
Strengthened client relationships and reduced churn through transparent performance communication and proactive engagement.
AI-Powered Marketing Workflow Optimization
Enhanced team efficiency and insight generation while maintaining quality through responsible AI adoption and clear guardrails.
Regional and Local Campaign Strategy
Drove 40% engagement increase through localized messaging and integrated digital-offline campaign execution.
Revenue Operations and CRM Enablement
1
Industry
Professional Services and Consulting
2
Business Context
A growing consulting organization relied on marketing activity but lacked clear visibility into lead quality, attribution, and pipeline contribution.
3
Challenge
Marketing and sales operated in parallel systems with inconsistent follow-up, manual reporting, and limited insight into what was driving revenue.
4
Role
Senior Marketing Manager and CRM owner, partnering directly with sales leadership.
Strategy and Execution
System Design
  • Defined lifecycle stages and lead qualification criteria
  • Built CRM workflows to automate lead routing and follow-up
  • Created dashboards showing lead source to conversion performance
Alignment and Integration
  • Aligned campaign tracking with sales processes
  • Established regular sync meetings between marketing and sales
  • Implemented feedback loops for continuous improvement
Custom Deliverables
CRM Lifecycle Framework
Lead qualification and stage progression documentation
Automated Workflows
Lead routing and follow-up automation systems
Executive Dashboard
Pipeline and attribution visibility reporting
Alignment Documentation
Marketing and sales process integration guides
Tools Used
  • HubSpot
  • Google Analytics
  • CRM reporting tools
Results
Faster speed-to-lead through automated routing
Improved lead quality and clarity for sales team
Clear attribution from marketing activity to pipeline impact

Why It Mattered
Marketing became an operational enabler and revenue partner rather than a cost center. Sales leadership gained visibility into marketing's contribution, and the organization could make data-driven decisions about resource allocation.
SEO-Led Organic Growth Strategy
01
Industry
B2B Consulting and SaaS
02
Business Context
An organization needed sustainable inbound growth without increasing paid spend.
03
Challenge
Low organic visibility and unclear content positioning limited inbound lead generation.
04
Role
Head of Marketing with ownership of SEO, content strategy, and analytics.
Strategy and Execution
Research
Built SEO strategy mapped to buyer intent and search behavior
Optimization
Reorganized site structure to improve clarity and conversion
Measurement
Implemented content performance tracking and iteration cycles
Integration
Integrated SEO with CRM workflows to nurture inbound leads
Custom Deliverables
Strategic Planning
  • SEO roadmap and keyword strategy mapped to buyer journey
  • Content architecture and page-level optimization plan
Execution and Measurement
  • Editorial calendar and content performance framework
  • Organic growth reporting dashboard
35%
Organic Growth
Sustained traffic increase over campaign period
Higher
Lead Quality
Improved inbound lead qualification rates
Lower
Paid Reliance
Reduced dependency on paid acquisition channels
Tools Used
  • HubSpot
  • SEO tools
  • Google Analytics
  • AI-assisted keyword clustering

Why It Mattered
Created a scalable growth engine aligned to revenue goals. The organization gained predictable inbound lead flow without proportional increases in marketing spend, fundamentally changing the economics of customer acquisition.
Paid Media and Performance Optimization
Industry
Professional Services and Digital Products
Business Context
Paid advertising was being used, but performance and ROI were inconsistent.
Challenge
Lack of structured testing, audience segmentation, and attribution.
Role
Marketing lead responsible for paid strategy and optimization.
Strategy and Execution
Campaign Structure
Built structured Google Ads and Facebook Ads campaigns with clear audience segmentation and budget allocation frameworks.
Testing Framework
Tested creative, audience segments, and bidding strategies using structured experimentation methodology.
Conversion Optimization
Aligned paid traffic with conversion-focused landing pages designed for specific audience segments.
Performance Tracking
Monitored performance against cost-per-lead and ROAS metrics with weekly optimization cycles.
Custom Deliverables
Paid Media Strategy
Comprehensive strategy and budget allocation plan
Campaign Framework
Campaign structure and audience segmentation guidelines
Testing Roadmap
Creative testing and optimization schedule
Performance Dashboard
ROAS and performance reporting system
Tools Used
  • Google Ads
  • Facebook Ads Manager
  • Google Analytics
Results
Improved conversion rates
Through targeted audience segmentation and landing page optimization
More predictable lead flow
Established reliable volume and quality benchmarks by channel
Better alignment between spend and outcomes
Clear understanding of which channels and campaigns drove revenue

Why It Mattered
Paid media shifted from experimentation to a measurable revenue driver. Leadership gained confidence in marketing spend decisions, and the organization could scale paid programs predictably based on ROI rather than guesswork.
Client Reporting and Retention Strategy
Industry
Consulting and Enterprise Services
Business Context
Clients needed clearer visibility into marketing performance and value.
Challenge
Performance data existed but was not communicated in a way clients could easily understand or trust.
Role
Marketing lead responsible for performance reporting and client communication.
Strategy and Execution
Communication Design
  • Built clear dashboards focused on outcomes rather than vanity metrics
  • Created reporting narratives explaining wins, losses, and next steps
Relationship Management
  • Established regular reporting cadences and feedback loops
  • Proactively addressed concerns before they escalated
Custom Deliverables
Client Dashboard Templates
Custom performance dashboard templates tailored to client objectives and KPIs, emphasizing clarity and actionability over data volume.
Reporting Framework
Monthly and quarterly reporting narrative framework connecting data to business outcomes and strategic recommendations.
KPI Definitions
Clear KPI definitions and success benchmarks aligned to client business objectives and industry standards.
Communication Plan
Client communication cadence and escalation plan ensuring consistent touchpoints and proactive issue resolution.
Tools Used
  • Google Analytics
  • CRM dashboards
  • Reporting tools
Results
Increased client confidence in marketing performance and value delivery
Reduced confusion around performance metrics and strategic direction
Stronger long-term client relationships built on transparency and trust

Why It Mattered
Clear communication reduced churn and strengthened trust. Clients became true partners in the marketing process rather than skeptical observers. The shift from data reporting to strategic storytelling fundamentally changed client perception of marketing value.
AI-Powered Marketing Workflow Optimization
01
Industry
SaaS and Consulting
02
Business Context
Marketing teams needed to increase speed and efficiency without sacrificing quality or trust.
03
Challenge
Manual processes slowed execution and reporting.
04
Role
Marketing leader advocating responsible AI adoption.
Strategy and Execution
Content Ideation
Used AI to support content ideation and keyword analysis
Insight Generation
Applied AI for performance reporting synthesis and insight generation
Quality Control
Established guardrails to protect brand voice and accuracy
Tool Evaluation
Evaluated tools based on ROI rather than novelty
Custom Deliverables
AI Guidelines
Usage guidelines and guardrails documentation ensuring responsible implementation
Workflow Templates
AI-assisted content and SEO workflow templates for team adoption
Insight Framework
Performance insight synthesis framework leveraging AI capabilities
Evaluation Scorecard
Tool evaluation and adoption scorecard for ROI assessment
Tools Used
  • AI-assisted content tools
  • Analytics platforms
  • SEO platforms
Results
Faster Execution
Reduced time-to-publish without compromising quality standards
Improved Insights
Enhanced ability to identify patterns and opportunities in performance data
Maintained Quality
Preserved brand consistency and accuracy through clear guardrails

Why It Mattered
AI enhanced workflows without introducing risk or noise. The organization gained competitive advantage through speed while maintaining the trust and quality standards essential in consulting environments. This approach demonstrated that AI adoption could be both aggressive and responsible.
Regional and Local Campaign Strategy
01
Industry
Professional Services and Community-Based Organizations
02
Business Context
A regional organization needed stronger engagement and localized visibility.
03
Challenge
Messaging lacked cohesion across digital and offline efforts.
04
Role
Regional Marketing and Communications Manager
Strategy and Execution
Regional Messaging
Built region-specific messaging and campaign themes
Channel Integration
Integrated digital campaigns with events and outreach
Sales Enablement
Supported sales and community engagement efforts
Brand Consistency
Ensured consistency across channels
Custom Deliverables
Messaging Framework
Regional campaign messaging framework tailored to local audience needs and cultural context
Campaign Calendar
Multi-channel campaign calendar coordinating digital, event, and outreach activities
Support Assets
Sales and community engagement support assets enabling local activation
Performance Reporting
Local performance and engagement reporting tracking regional impact
Results
40%
Engagement Increase
Growth in regional audience engagement and participation
Stronger
Brand Recognition
Improved regional brand awareness and community presence

Why It Mattered
Localized strategy improved relevance and conversion. By respecting regional differences while maintaining brand consistency, the organization strengthened its community connections and drove measurable business outcomes. This approach proved that national brands could succeed at the local level through thoughtful adaptation.
Capabilities and Tools
Core competencies and technical expertise developed through consulting and in-house marketing leadership roles, focused on revenue enablement and operational efficiency.
SEO and PPC Strategy
Full-funnel search strategy from keyword research to conversion optimization, with expertise in both organic growth and paid performance marketing.
CRM and Revenue Operations
Lifecycle management, lead scoring, attribution modeling, and sales-marketing alignment systems that connect marketing activity to revenue outcomes.
HubSpot and Marketing Automation
Platform implementation, workflow automation, segmentation strategy, and performance optimization across the entire marketing technology stack.
Google Ads and Analytics
Campaign management, conversion tracking, audience segmentation, and data analysis to drive informed marketing decisions and budget optimization.
AI-Powered Workflow Optimization
Responsible AI adoption for content creation, insight generation, and process efficiency while maintaining brand integrity and quality standards.
Client Communication and Performance Reporting
Executive dashboards, narrative reporting, and strategic communication that translates marketing performance into business value and actionable insights.
Technical Proficiency
  • HubSpot (CRM, Marketing Hub, Sales Hub)
  • Google Analytics and Tag Manager
  • Google Ads and Facebook Ads Manager
  • SEO platforms and keyword research tools
  • AI-assisted content and analytics platforms
  • CRM reporting and dashboard tools
Strategic Expertise
  • Full-funnel marketing strategy
  • Revenue operations and attribution
  • Marketing and sales alignment
  • Performance measurement and optimization
  • Client relationship management
  • Cross-functional team leadership