The company launched a new product and wanted to have marketing help because they had never ran paid ads before.

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.

One of top market leaders in tech education space. Very strong and well-respected offline presence but was struggling to build online presence through organic search.

The COVID-19 situation led to new restrictions on movement in Israel, so potential BMW customers were unable to visit the BMW showrooms and try out the new car models or take a test drive.