Oja was targeting a very small audience within only 2 cities in the US. We had to be clever about figuring out audience targeting that allowed them to hit their KPI's.

Atlassian, a B2B workplace collaboration software company, was heading towards a cloud-first future where it needed to move its marketing processes from being focused on high-touch single product journeys to now self-serve (user onboards on their own), low-touch (light chat support based on bronze/silver status) and high-touch (gold status, enterprise customers) across many products and apps.

The technology, marketing and sales teams were misaligned, and looked for a partner who could speak marketing + sales + technology, which was the role I played. My responsibility was in leading product managers and program managers to enable strategies in lifecycle marketing (prospects growth, lead acquisition, nurture programming, conversion and retention) and move freemium users through the upgrade path, with the goal of activating low-CAC flywheel marketing.

Their media buying team has grown the app to over 24M in revenue, but they were unable to make it profitable on the front end. Their CPA is over 120 while their AOV is 70.