Client couldn't profitably acquire customers through their search ads. Our team helped do some minor rebranding, as well as focus on their (at the time) audience core of police departments.

It has never been advertised on google before, so we had very little data.

Over 3.000 products.

Very Niche

To build an online community, enticing people to follow and use recipes from Make Good/Bake Good and purchase products from ACH Food (Fleishmann's and Mazola Oil).

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.