This was a new client that had never run paid ads before on social.

Advertising budget was doubled but pipeline from digital channels remained the same. Lack of reporting and clarity between channels driving performance

Sennheiser had a small marketing budget as their online store in Asia was just built with Singapore as their test market. The challenge ahead was to help scale their online revenue through growth marketing.

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.