Launching a known German dermo-cosmetics brand in a new market, very high competition

Client was facing difficulties after the iOS 14.5 updates which impacted Facebook and Instagram ads.

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.

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.