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Case Studies

Case Studies

A selection of work I have led across B2B SaaS and professional services. Details are anonymized and generalized to protect confidential business information.

What you will find here
  • Positioning and packaging that improves pipeline quality and conversion
  • Hybrid GTM systems that connect marketing to Sales and RevOps with clean measurement
  • Lifecycle and retention programs that improve efficiency and expansion
  • Website and landing page work treated as conversion products (CRO, messaging, UX, flows)
Case Study: Portfolio repositioning and packaging
Unified a fragmented post-acquisition portfolio into a single customer-centric GTM engine.
  • Positioning, packaging, and pricing refresh
  • Sales and RevOps alignment
  • Improved conversion and pipeline quality
Impact (directional): marketing-driven ARR growth from $5M to $15M.
Case Study: Appointment-first funnel redesign
Rebuilt inbound conversion toward appointment-first flows to improve close rates and economics.
  • Channel mix across paid, SEO, lifecycle, partnerships
  • Lead management loops with Sales
  • Optimized contact rate and conversion efficiency
Impact (directional): marketing-driven revenue scaled to $30M+ annually.
Case Study: AI-enabled segmentation and personalization
Implemented practical AI to improve targeting, scoring, and nurture so the team could focus on higher-value work.
  • Segmentation and propensity
  • Personalized nurture
  • Better lead quality and operating leverage
Case Study: Enterprise full-funnel (brand plus performance)
Led enterprise B2B media strategy across multi-channel budgets and complex stakeholder environments.
  • ABM and persona strategy by buying committee
  • Measurement narrative for executives
  • Blended storytelling with performance outcomes
How I recommend using this page
  • If you are hiring: start with the first two case studies.
  • If you are a peer operator: read the AI and lifecycle work, then Operator Notes.
  • If you want to collaborate: go to Contact and tell me what you are building.

Contact me →

Disclosure: Case studies are anonymized and metrics are directional.