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.

Client is in a highly competitive industry - flowers. They compete with brand names that are wasting money acquiring customers. Their competition - the local florists have an easier time of acquiring local customers nationwide.

Kwikly dental staffing has to tailor to a two sided marketplace. Dental Professionals and Dental Offices. The challenge is meeting the needs of each persona and attracting them in a highly competitive market. In addition it was challenging to find incentives to attract more leads when most are very resistant to change.

One challenging project was working on Rue La La’s exclusive “Madison Avenue” boutiques where vintage Chanel and other very high-end clothing and accessories were sold on our website. Some items were sold for upwards of $10K and they were final sale, unable to be returned. So, writing product descriptions that were accurate and extremely descriptive was imperative. I strengthened my attention-to-detail skill set in this role.