I build the demand engine.
Then I hand the team the keys.

01 · Strategy

One lead magnet program. Ten brands. One launch date.

The problem. Ten products, ten audiences and a thin content library. Every brand reinvented its lead capture, and nothing launched on the same clock.

What I did. I wrote a full lead magnet library matched to each funnel stage: eBooks, blogs and industry best practices to educate; interactive scoring guides, checklists and problem-solution tools to diagnose; and ROI calculators, self-paced product webinars and product sheets to prove value. Then I built the production system behind it: an 8-phase workflow with approval gates, Marketo build-out, sales follow-up sequences and 30/60/90-day measurement.

The result. A 210-task production system with all ten brands lined up for one May 15 go-live, with the foundation finished ahead of my 100-day plan.

The lead magnet library I wrote, by funnel stage

02 · Technical fluency

Finding the attribution leak, then building the dashboards that keep it closed.

The problem. Campaigns were losing credit for the leads they produced. Web-form rules overwrote campaign UTMs, so email and paid touches showed up as generic form fills.

What I did. I built a Campaign Intelligence Dashboard that ties every MQL to its program and flags overwritten sources, and an MQL Pipeline Watch that follows each lead to close. I set follow-up service levels with Sales and framed the reporting as shared accountability.

The result. Brand owners slice the funnel by brand, source, channel and owner in one click, and Sales and Marketing work from the same numbers.

MQL pipeline with service levels

03 · Leadership

From top executor to the system the team runs on.

The problem. I was carrying too much of the execution myself. My own review said so: delegate more, think more strategically.

What I did. I moved the team to brand-based ownership. For each campaign I build the foundation (concept, audiences, ICPs, personas, hooks and the webinar) and hand a complete package to its owner. I taught the team Marketo reporting and list hygiene, automated our Asana template so assignments land on day one, and lead AI adoption with one-on-one coaching.

The result. Campaign delivery grew from 3–4 to 13–15 campaigns per quarter, and email open rates rose from 13% to 28% through coaching, Marketo segmentation, contact-data cleanup and A/B testing. That freed me to launch new campaign types (content campaigns with resource hubs, plus targeted reheat and rerun campaigns), roll out our lead magnet strategy on the web, and build stronger analytics on landing pages, email and social.

The handoff model