North Drinkware has a fascinating product but their targeting for their facebook campaigns was very broad, although they were driving traffic they were not driving conversions.

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.

Doing very well on Facebook but need help with Google Shopping, search (and eventually YouTube) need to keep above a 3.5x return while spending more.

brand allocation in luxury events for the creation of UGC (user Generated content).