Breakr is a brand new creator to creator marketplace that connects musicians looking to promote new music with content creators/influencers looking to integrate music into their content as a way to monetize their social capital across platforms. As a brand new app / platform with a duel consumer target, my role as Head of Marketing + Growth was to grow our user base to provide proof of concept and product market fit by developing a robust brand and growth hacking strategy .

Existing challenges within the account limited their ability to test new prospecting strategies and limited their growth potential. For example, prior to our involvement, the majority of the budget was dedicated toward branded search campaigns, as many competitors were bidding on their branded terms in hopes to capture away TaxJar's most valuable traffic. Unfortunately, this fierce competition resulted in higher-than-expected costs and required much of the focus, energy, and budget.

Even after successfully freeing up budget from the branded search issues, profitably acquiring new business was no easy feat. Tax services are consumed on an as-needed basis. A brand awareness effort would only be effective if the messaging was powerful and the timing was perfect. That is, even if a business owner hears about TaxJar and thinks they should sign up for the services, it’s typically something that is pushed on the back-burner.

More than ever, if would be crucial to meet their potential customers when they are actively in the market for tax services and in the medium in which they would best respond to our messaging.

‍

Advertising budget was doubled but pipeline from digital channels remained the same. Lack of reporting and clarity between channels driving performance

They wanted to get a more active social media presence