PORTFOLIO

A few real-world examples of my work and its bottom-line impact.

Remodeling Regroup's Revenue Sources

Regroup Mass Notification is a mature and established SaaS platform that was experiencing a plateau in growth. The company needed to modernize its digital presence and revenue generation strategies to compete with an increasingly large field of start-up competitors. With the technology and campaigns I implemented, Regroup generated over 70% of its new business from marketing campaigns in 2020, compared to less than 12% in 2017.

I helped Regroup start growing again by:

Implementing Pardot's marketing automation platform to leverage data within the organization's Salesforce CRM and begin Account-Based Marketing (ABM) campaigns that include lead capture, nurture, engagement, and sales enablement tactics
Creating and launching aggressive digital advertising campaigns on Google Ads, Bing, and LinkedIn to target the company's defined buyer personas through paid search, display, retargeting, and content marketing
Managing market research projects and performing data analysis to define the company's strengths and opportunities, which identified additional target industries to pursue
Managing and developing relevant content and collateral to position Regroup as a seasoned thought-leader in the business continuity space, including blogs, white papers, webinars, video and more
Engaging current clients to share their most compelling success stories about using Regroup to keep people safe and informed during fires, tornadoes, campus emergencies, and the recent COVID-19 outbreak
Selecting and exhibiting at key industry events to highlight Regroup's longevity, value, stability, and commitment to a market being flooded with newcomers
Applying for and winning nearly a dozen industry-related awards that prove the company's superiority and credibility to prospective clients

Improving Email Conversion with A/B Testing

AudioAddict, a multi-site streaming radio company, used email as a primary method to convert newly acquired users through it's freemium model. I performed months of A/B testing to optimize the email call-to-action, conversion steps, and email delivery days. The results were a more than 2x increase in paid memberships from the Free Trial.

Project summary:

Performed detailed bench-marking and data analysis on the company's various streaming radio brands, their listeners, and KPIs within the preexisting conversion funnel
Optimized the send time for the expiration notice to increase conversions
Added customized content to activation emails to keep users engaged and exploring the service throughout their free trial periods
Tested various trial lengths including 3, 7, 14, and 30 days
Added our most successful email step, delivered 2 days before the trial expiration to convert users before losing their Premium access
Refined messaging and CTA to maximize conversions post-expiration

Increasing New Donor Engagement & LTV

Agape International Missions (AIM) is an established nonprofit that operates 12 programs in Cambodia to prevent human trafficking, and rescue, restore, and reintegrate survivors. The organization had a loyal donor base based primarily near their US offices, but was experiencing difficulty with new donor acquisition and engagement. Over 37% of all donors only gave once, and 67% of donors were in California.

How I helped AIM increase the frequency of donations and longevity of its donor relationships:

Introduced a new donor onboarding email series that educated donors on the organization's history, programs, and long-term vision for Cambodia
Created "donor tracks" using custom tracking and variables to measure donor interests and send them content that would interest them most, including AIM's latest news and blog updates
Translated the "donor tracks" into paid Facebook campaigns that included donation solicitations and sponsored content to engage existing and new donors with the organization's mission based on detailed demographic targeting
Managed the organization's Google Ad Grants account to optimize bidding, ad placement, content, and ad spend to get the most out of the $10,000/month allowance
Rewrote and organized AIM's website to better educate and attract new donors, with an emphasis on a clear call-to-action to sign up as a monthly recurring donor
Wrote and managed the creation regular content including blogs, news articles, videos, mailers, and social media campaigns to keep donors informed, engaged, and aware of the organization's achievements and needs
Implemented a new donor relationship management platform alongside other team members to better track, measure, engage and retain donors while integrating with AIM's website for donation processing

Rebranding + Ecommerce Expansion at Earthstone

Earthstone International manufactured eco-friendly pumice stones for cleaning bathrooms, kitchens, pools, and BBQ grills. Their business was declining as large retailers began cutting their product shelf space and opting for newer competing products. I led the project to update and modernize Earthstone's product packaging line, brand image, and company story. I then launched an ecommerce site to expand into the small and mid-sized retail markets. The project resulted in increased shelf placement at Bed Bath & Beyond, Kroger brand stores, Home Depot, Lowes, Leslie's Pool Supply, and hundreds of smaller regional and local retailers.

Project summary:

Redesigned all product packaging to convey a modern, eco-friendly, and consistent brand identity. The new branding also unified the company's 4 main product lines to make them easier to sell together.
Redefined Earthstone as a family of cleaning brands, which led to more retailers offering additional products from the company's cleaning line. For example, Bed Bath & Beyond carried the BathStone year-round and added GrillStone to its seasonal outdoor summer section.
Updated product packaging and design to appeal to modern customers. Attractive packaging looked better on the shelf and caught the eyes of shoppers, resulting in increased sales through every retailer.
Added product configurations to the lineup, including a 3-pack, new handle for GrillStone, and pool handle attachment for PoolStone that retailers could carry as exclusive offerings.
Redesigned the company's website to be an e-commerce portal for small to mid-sized buyers, resulting in expanded market share and availability through smaller regional retailers.
Organized and attended trade show events to introduce the company's products to regional and local retailers. In-booth special offers generated hundreds of new clients in the space.