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I was able to increase the brand's ROAS by 3.5x over a period of 90 days and keep this figure consistent even with platform changes (e.g. iOS 14.5). I added UTM parameters for each campaign in order to conduct deep dive analysis into where and who are customers were. This information then allowed me to create customer personas which I used to further optimize and refine for targeting purposes. The business went from doing roughly $7500 USD/per month in gross sales to $53000 USD/per month in gross sales. AOV increased by 55% and LTV of customers retained at 4%. My campaign conversions are roughly 7%.
expert
Jaunter was originally a brand focused on high quality home furniture. The business struggled with sales and getting a strong ROAS due to high AOV's and low engagement and customer interest.
The brand also lacked a variety of options for customers and was very inconsistent with it's messaging and brand positioning.
My first step was to build out a GTM strategy and customer roadmap to determine the pain points customers might experience in order to make a decision to purchase or not. I was also focused on reducing the attribution window, using various omni-channels, and creating a strong and meaningful brand message.
I was able to increase the brand's ROAS by 3.5x over a period of 90 days and keep this figure consistent even with platform changes (e.g. iOS 14.5). I added UTM parameters for each campaign in order to conduct deep dive analysis into where and who are customers were. This information then allowed me to create customer personas which I used to further optimize and refine for targeting purposes. The business went from doing roughly $7500 USD/per month in gross sales to $53000 USD/per month in gross sales. AOV increased by 55% and LTV of customers retained at 4%. My campaign conversions are roughly 7%.
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Building a landing page that captures the essence of the brand and
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.
