Author Solutions

Marketing leadership

My role combined strategic oversight with hands-on execution, making sure creative, demand generation and technical teams operated as a unified system in support of growth, brand consistency and customer acquisition. I managed cross-functional workflows, set performance expectations, and drove initiatives that connected marketing strategy to measurable business outcomes across a complex, high-volume publishing ecosystem.

Conversion rate optimization

I led a focused CRO initiative across core lead-generation landing pages, combining performance analysis, iterative testing, and tighter alignment between messaging and user intent. Refining page structure, simplifying form interactions and clarifying value propositions increased landing page conversion rates by over 20% — improving lead volume without increasing media spend.

Lead buy optimization

I optimized the organization’s lead-buy strategy by evaluating vendor performance, tightening quality thresholds and renegotiating underperforming sources. These changes reduced overall lead acquisition costs by 25% — roughly $250,000 in monthly savings — while maintaining or improving lead quality and downstream performance.

Lead scoring & funnel prioritization

I spearheaded a lead scoring system designed to identify high-value prospects before they entered the sales funnel. Weighting behavioural, demographic and source-level signals let sales teams prioritize the most valuable opportunities while allowing marketing to track performance and ensure high-value leads received appropriate attention — improving efficiency, accountability and overall funnel effectiveness.

The scoring made the differences between sources legible: organic leads scored highest, display network leads lowest, which in turn redirected spend toward the campaigns that were actually performing and toward SEO.