Optimize – Funnel

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Spiceworks

Improved relevance and UX with Spiceworks ads and website, resulting in 25% conversion rate lift
Achieved 3 corresponding quarters of record-level revenue
Built and executed cohesive, integrated digital strategy that led to record-level (18%) growth in new users
- Optimized and grew source mix
- Introduced remarketing and brand/product awareness display campaigns
- Drove growth and efficiency in SEM via expansion initiatives and implementation of automation tools
- Managed business development outreach and negotiated deals for new performance-based channels
- Improved user web experience via testing, site refresh, and continuous conversion optimization
- Created behaviorally targeted emails to maximize conversion and usage
Implemented user value optimization approach: Shifted spend to drive the highest value users via geo, product targeting
Created reporting infrastructure to support data-driven decision making

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Launched AWL Affiliate program and scaled to $60 million in annual revenue, 7 million leads in 3 years
Managed 100% of inbound Marketing activities (lead supply) for AWL’s $100 million annual revenue lead generation business
Led and re-organized Consumer Marketing team to transformational change and resulting record growth
Recovered SEM volume to prior levels in Q1 after prior year drop of 15%
Implemented comprehensive and objective quality score and improved that metric by 15%

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