gina-hm

The Challenge My organization needed to scale their student recruitment through their referral program, which was a new channel with a lot of potential. The existing process lacked automation, proper tracking, and personalized touchpoints to convert alumni and current families into active referral sources. My Approach 1. Data Analysis & Strategy Development - Analyzed the existing referral funnel to identify drop-off points - Examined historical referral data to understand successful conversion patterns - Mapped the ideal customer journey for both referrers and referred prospects - Conducted in-depth stakeholder interviews to understand goals and pain points 2. Marketing Automation Infrastructure - Designed and implemented automated nurture flows in EMS using behavioral segmentation - Created relevant infrastructure in CRM to track each referral cycle, lead, and referrer through each stage of the funnel through attribution - Built scalable systems that maintained timely follow-ups while reducing manual effort, such as data cleaning automations, and vendor partners for prizes 3. Performance Measurement - Built real-time analytics dashboards in CRM with meaningful KPIs - Established comprehensive tracking to measure campaign effectiveness - Conducted ongoing A/B testing to optimize messaging and timing - Reported findings to senior leadership every cycle to ensure goal alignment, learnings, and visibility. The Impact - 70% increase in referral program leads through updated visuals and incentives for referrers - Improved lead quality and conversion rates, 30% more referred leads applied to the program - Dropped CPL by 50% through scaling processes and automation - Enhanced customer experience with personalized, timely communications - Created scalable framework that could grow with the organization

The Challenge My organization was investing in paid media (paid social) to drive student recruitment but faced escalating costs and inconsistent performance. The organization needed to dramatically improve lead volume while simultaneously reducing acquisition costs to make the program sustainable and scalable. My Approach 1. Vendor Management & Accountability Framework - Took ownership of paid media agency relationship, establishing clear performance expectations - Implemented workflow improvements to enhance collaboration and response times - Created accountability frameworks with regular performance reviews and data-driven feedback - Drove brand alignment to ensure messaging consistency across all paid campaigns 2. Testing Infrastructure & Performance Measurement - Implemented comprehensive A/B and multivariate testing frameworks across landing pages, email campaigns, and paid social media - Improved campaign performance measurement by 90% through systematic tracking in CRM - Developed comprehensive lead attribution strategy using UTM tracking and multi-touch attribution analysis - Created real-time analytics dashboards in CRM to monitor campaign performance against KPIs 3. Conversion Optimization - Collaborated with agencies on landing page optimization and user experience improvements - Built and optimized multi-channel customer engagement strategies - Designed automated lead nurturing campaigns to improve conversion rates post-acquisition - Implemented advanced audience segmentation to improve ad targeting and relevance The Impact - 200% increase in paid media leads through vendor optimization and workflow improvements - 95% reduction in cost per lead through testing, optimization, and accountability frameworks - 90% improvement in campaign performance measurement through comprehensive tracking infrastructure

The Challenge Marketing data and reporting at Tilting Futures were fragmented across multiple systems, primarily living in Google Sheets. This created several critical issues: - Manual data reconciliation was time-consuming and error-prone - Reporting delays prevented real-time decision-making - Lack of a single source of truth caused confusion across departments - Limited cross-functional visibility into marketing performance - Difficulty tracking the full customer lifecycle from lead acquisition through conversion My Approach 1. Systems Analysis & Planning - Audited existing reporting infrastructure to identify pain points and redundancies - Mapped all data sources and workflows to understand dependencies - Designed target state architecture with Salesforce CRM as the central hub - Created project plan with stakeholder input to ensure alignment across departments 2. Infrastructure Development - Transformed marketing operations infrastructure by establishing Salesforce as the single source of truth - Designed and built real-time analytics dashboards in Salesforce with meaningful KPIs and lifecycle metrics - Created automated data flows to eliminate manual entry and reconciliation - Implemented API-based integrations between Salesforce, analytics tools, and marketing automation systems 3. Dashboard Design & Implementation - Architected comprehensive dashboards reporting on marketing metrics and channel performance - Developed lifecycle tracking from lead acquisition through conversion and yield - Built executive-level reporting for CEO and VP stakeholders with strategic insights - Created role-specific views to serve both leadership and frontline team members The Impact - Eliminated reporting delays by creating real-time dashboards accessible to all stakeholders - Saved 2+ hours weekly through automated workflows that replaced manual data reconciliation - Improved cross-functional visibility by providing consistent data access across departments - Enhanced decision-making by delivering executive-level insights to CEO and VP stakeholders - Supported 40,000+ lead processing with reliable, scalable infrastructure - Enabled better tracking of progress against departmental goals with clear KPIs