In-house marketing -- campaign & demand generation
Challenge: Higher education institutions struggle every summer with "melt" — admitted students losing interest before enrolling. As part of the marketing team, I needed a way to get in front of institutions on this exact pain point and introduce a product built to help combat it.
Solution: I led our team through the process to design and launch a Summer Melt webinar for institutions, covering practical tactics admissions teams could use to keep students engaged over the summer, with a soft-sell introduction of our product woven throughout. Every registrant was routed directly to the sales development team for follow-up.
The timely, relevant topic drove 500+ registrants among institutions, creating a steady stream of warm, sales-ready leads for the pipeline.
In-house marketing -- sales enablement & brand strategy
Challenge: The sales pitch needed a fresh take — it had started to feel stale in a competitive market, and there wasn't a clear plan in place to re-energize the sales process.
Solution: After approval from our president, I led a win/loss analysis to gather direct feedback from clients and prospects on what was and wasn't resonating — then helped the team use those insights to immediately revamp the sales pitch, building a new presentation structure and a more analytics-driven story, all anchored by a targeted sales campaign.
An initiative that only cost a few thousand dollars of investment generated significant year-one revenue and multi-year contract value well beyond the initial spend, and helped our analytics team significantly increase their business in its first year. The success of the refreshed sales approach carried into the next cycle, leading to a larger brand overhaul — including company branding, the website, conference materials, and new social content.
In-house marketing -- team & systems building
Challenge: There was no consistent social media presence or digital marketing strategy, and the team didn't have a structured set of materials to help tell the organization's story for sales pitches and other key moments — from pitch decks to event materials.
Solution: I came in to help bring structure to the marketing function. I implemented a steady social content cadence and a paid search strategy, built a sales and marketing enablement repository — from initial concept through creation and centralized storage — so the team had a go-to source of materials for pitches and presentations, and took ownership of events like the company's Open House and annual team meetings, including the decks and materials for each.
Social engagement grew 37% in the first 10 months, and paid search campaigns reached as high as a 6.16% click-through rate. The new enablement repository gave the team consistent, on-brand materials to draw from for sales conversations, and the inaugural Open House event — fully planned and executed under this new structure — drew 124 attendees.
External Consulting -- growth strategy session
Challenge: As a brand-new business getting off the ground, the organization had no shortage of ideas — but no clear sense of what to prioritize first, what new opportunities were worth pursuing, or how to organize it all into an actual plan.
Solution: I led a Growth Strategy Session — a focused 90 minute working session designed to map out current efforts, surface new opportunities, and translate it all into a clear, prioritized path forward.
The organization walked away with an actionable report they could use as a foundation for the next stage of growth — including action items to tackle immediately, goals to work toward in the short term, and bigger ideas to keep on the radar long-term.
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