SaaS & Education
Early-stage nonprofit
U.S.-based
~10 employees
Challenge
Marketing and communications were previously led by the CEO, with responsibilities distributed informally across the team. Initial marketing tests had been launched, but the organization needed strategic leadership to build the marketing team, implement scalable processes, and define a clear marketing strategy. The two main objectives were to increase program visibility and participation, and drive user adoption for their SaaS platform.
Solution
I developed and operationalized a marketing function:
- Designed scalable marketing operations and automation systems
- Integrated 10+ no-code tools to improve team efficiency
- Developed a performance reporting system to guide decision-making
- Leading integrated multi-channel campaigns (SEO, email, paid social, content, CRO)
- Built tailored marketing funnels to guide program participants and SaaS users from initial awareness to sign-up and ongoing engagement
- Positioning the organization for long-term growth with clear workflows, ownership, and campaign playbooks
Impact. key selected achievements
01.
Increased program visibility via a 1,500% boost in website traffic (from 500 to 8,000+ visits/month)
02.
Strengthened program awareness through owned media with a 45% YoY rise in newsletter subscriptions & open rate to 60%.
03.
Amplified initiatives’ reach via LinkedIn, YouTube, and X, achieving 27M+ impressions
04.
Delivered 69% growth in new SaaS platform users across 10+ countries
05.
Met DEI benchmarks with 20% of program participants from outside the U.S. market
Highlights
- Created long-term marketing structure and capability, not just campaigns
- Operationalized marketing across time zones and functions
- Proved the power of scrappy growth paired with strategic process design
- Demonstrated the power of strategic, lean marketing systems
