Case Studies
Real growth stories from 18+ years building go-to-market strategy, marketing automation, and revenue systems for fintech, SaaS, and financial services companies. Each one below is a real result, with the real numbers behind it — not a percentage without context.
Scaling a Marketing Function From the Ground Up
A class-action settlement claims recovery firm | 13-year engagement, Marketing Associate → SVP Marketing
The situation: When I joined, the company was a small operation doing $1–2M in annual revenue with fewer than 1,000 clients. There was no dedicated marketing infrastructure: no automation, no analytics function, no brand system.
What I built: Over 13 years, I built the company’s marketing function from the ground up — go-to-market strategy, segmentation, brand identity, a full marketing automation stack (Salesforce Marketing Cloud), and the analytics infrastructure to measure and refine it. I was promoted twice along the way, from Marketing Associate to VP to Senior Vice President of Marketing, taking on P&L ownership, a 10+person cross-functional team, and a direct role in C-suite strategic planning.
The result: Annual revenue averages scaled 8x, from $1MM to $8MM (which will likely become much higher soon as the revenue timeline of the class action industry averages 5-10 years). The client base grew from under 1,000 to 45,000+.
Turning Marketing Automation Into a Conversion Engine
The situation: Leads were coming in, but conversion from lead to client sat around 10% — no automated nurture path, no lead scoring, no connection between the CRM, the website, and outbound communications.
What I built: I architected and deployed a full-funnel marketing automation system on Salesforce Marketing Cloud — behavior-based lead scoring, automated nurture journeys, and CRM-integrated communications that gave the whole team visibility into where every lead stood in the funnel.
The result: Lead-to-client conversion rose from 10% to 17% — a 70% relative improvement — without increasing lead volume or spend. The same infrastructure became the backbone of the company’s broader revenue-marketing function.
Launching a New Investment Product From Zero
The situation: The firm wanted to launch a new alternative investment product into a category where it had no existing brand presence or investor pipeline.
What I built: I led market analysis and go-to-market strategy for the launch, built the product’s investor-facing brand identity from scratch, and ran the investor marketing strategy that carried it to close.
The result: The product raised $4M+ in investor capital, establishing a new, differentiated offering for the firm.
Brand Refresh & Digital Reach
The situation: The company’s brand and web presence hadn’t kept pace with its growth — the site, messaging, and social presence still reflected an earlier, smaller version of the business.
What I built: I led a company-wide rebrand, website relaunch, and a unified multichannel content and SEO strategy to bring the company’s public presence in line with where the business actually was.
The result: The rebrand meaningfully grew organic reach and audience engagement across channels.
Building AI-Augmented
Marketing Systems
The situations: Two parts of the marketing function relied on manual monitoring and legwork that didn’t scale: social content required someone to actively track down client success stories and watch for case-status changes worth posting about, and lead generation depended on manually building prospect lists before they could even enter a nurture flow.
1) What I built: AI-connected social content pipeline.
Integrated Salesforce with the social content workflow so the system does the watching instead of a person: it surfaces qualifying client success stories based on satisfaction signals already logged in Salesforce, tracks performance against a live social media benchmark dashboard, and flags in real time when a class-action case record updates in Salesforce so a timely post can go out. Paired with pre-built Photoshop templates, a case update can move from “status changed in Salesforce” to “on-brand social asset” without someone manually checking for it first.
2) What I built: automated lead sourcing and nurture.
Connected lead generation tools to run complex, targeted lead searches, cross-referenced results against the existing Salesforce client database to filter out contacts already in the system, and automatically enrolled qualifying new leads into a Salesforce Marketing Cloud cold-outreach journey built to warm them toward conversion — turning prospecting from a manual list-building exercise into a repeatable, largely automated pipeline.
The result: Both workflows replaced reactive, manually-monitored processes with connected systems that watch, flag, and act automatically — freeing time previously spent on manual tracking and list-building for higher-value strategy and creative work.