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.

Work with luxury real estate leasing teams in Chicago to drive leads and schedule tours online. Use any digital channel available to drive proven results and maintain strong KPIs.

The first product we decided to focus on was Capabunga. Capabunga is a wine stopper invented by two veterans of the wine industry. The challenge was a low product price point, so we decided to do a bundle set to raise the AOV and create a separate landing page. Before iOS changes, we were able to hit our goal of a 2.2 ROAS on our Facebook campaigns. We've since decided to focus on another product they're getting ready for launch called the Market Tote.

Our clients' goal was to sell their Holiday Collection online. During the pandemic, a successful launch was more important than ever to their business.