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.

 How can Shillington Education, a leading brick and mortar, graphics design university since 1997, drive enrollment globally to their new online graphics design course offering.

Lyst are a global fashion affiliate.

Their challenge was to understand the search intent of their inventory so that they could optimise it for Google either by merging search categories or by leaving them unmerged.