Thinkific historically saw tracking challenges and hadn't focused on fixing the tracking, or creating a robust paid ads strategy, to enable scaling of a paid program. When I first joined the team, my priorities were to understand their customer, the customer journey, identify the tracking issues, fix them up in Google Tag Manager and each of the ad platforms, and produce a scalable paid advertising strategy to grow the business's revenue.

Upon understanding the customer, I worked alongside Thinkific's data team to repair broken ad platform tracking. Additionally, I created a funnel-based approach for our social and search ads, including campaigns that served prospecting and retargeting needs to grow Thinkific's customer base. The strategy involved several prospecting campaigns at the top of the funnel, combined with retargeting to convert prospects to a free account, followed by retargeting of these new free accounts to push them to a paid account via advertisements highlighting the benefits of Thinkific's paid accounts.