Work & Case Studies
Real outcomes, not just activity. Here's a look at specific projects and what they delivered.
Featured Case Studies
Growing a fintech from $1M to $15M+ ARR
How we used positioning, paid acquisition, and lifecycle marketing to take a self-funded fintech from scrappy to eight-figure revenue.
Context
When I joined Credit Suite, we were a small, fast-moving team doing just over $1M in annual revenue in the business credit and funding space.
The Problem
We had product-market fit, but marketing was inconsistent and fragile. Lead quality swung wildly, tracking was patchy, and the founder was still deep in the day-to-day.
What I Did
- Clarified our core offers and audiences (direct small business vs. partner/reseller channels).
- Built a marketing roadmap that integrated paid media, organic content, email, and webinar funnels.
- Hired and coached a cross-functional team (content, paid, automation, product marketing).
- Implemented HubSpot and tightened the entire lead lifecycle from first touch to closed deal.
- Created a testing framework for ads, landing pages, and email sequences.
Results
Doubling homepage-to-lead conversion
Redesigning the main funnel entry point to dramatically improve lead capture.
Context
Our main homepage quiz was a key top-of-funnel asset at Credit Suite, but it was underperforming.
The Problem
Visitors were dropping off before engaging with the quiz, and the path was confusing.
What I Did
- Led a full site and landing page redesign, with extra attention on the quiz flow.
- Simplified the path to the quiz and clarified what people would get out of it.
- Partnered with dev and design to test variations and watch real sessions.
Results
Improving MQL → SQL conversion by 60%
Fixing the handoff between marketing and sales to dramatically improve pipeline quality.
Context
We saw a big drop-off moving from marketing qualified leads to sales qualified leads.
The Problem
Marketing and sales weren't aligned on what made a good lead, and nurturing was generic.
What I Did
- Rebuilt scoring and qualification criteria with sales.
- Tightened pre-call nurturing with segmented email and SMS.
- Created dashboards both teams actually reviewed every week.
Results
Launching Fundability Platform
Go-to-market strategy for a new SaaS product within the existing business.
Context
Credit Suite wanted to expand beyond education into actual software tools for small businesses.
The Problem
Launching a new product category while maintaining existing revenue streams.
What I Did
- Partnered with product and development teams on requirements and positioning.
- Built go-to-market strategy targeting existing customers first, then new acquisition.
- Created launch campaigns across email, paid, and webinars.