20,000% Growth in Conversions, Paving The Way For Expansion
CHALLENGE
A small tech startup was generating ~100 conversions daily through paid media efforts on a single product. They needed to profitably scale conversions while maintaining ROAS targets to fund expansion into additional products. However, their current paid media channels required extensive manual management and weren't optimized for growth.
SOLUTION
Over several months, I conducted ongoing audits of the paid media strategy, identifying and implementing opportunities for data-driven optimization, enhanced tracking, conversion rate optimization, and channel diversification. Within 12 months, we achieved 20,000% growth in conversions while maintaining profitability margins. Here's how:
Optimized Paid Media Account Structure: Rebuilt their Google Search campaigns with optimized account architecture to eliminate bidding inefficiencies and reduce manual oversight requirements.
Established Enhanced Tracking and Performance Analysis: Collaborated with the engineering team to implement custom UTM parameters and data-layer event triggers, enabling granular campaign reporting and identification of high-LTV keywords beyond basic CPA targets.
Conversion Rate Optimization: Used heat mapping analysis to identify funnel friction points, then rapidly deployed A/B tests to optimize UX and messaging throughout the conversion path.
Strategic Channel Expansion: Systematically tested new platforms and channels with controlled budgets while maintaining strict CPA targets, quickly scaling successful initiatives and eliminating under-performers.
RESULTS
20,000% increase in daily conversions while maintaining 60% Day 0 ROAS target
Successful product expansion enabled by growth momentum, with the second product achieving nearly 20,000 daily conversions as well, and at times surpassing the first product!
$1M+ annual net profit reached within 18 months
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Record-breaking event production: KC Ad Club's American Advertising Awards
CHALLENGE
Coming out of the pandemic, the KC Ad Club wanted to elevate their American Advertising Awards event to be the “can’t-miss” event of the year within the Marketing industry, while financially supporting the Club’s revenue goals to make it a “come-back” year. The event showcases the best creative work in Kansas City, while connecting local talent. The annual awards show requires comprehensive event planning, production coordination, and strategic leadership to deliver a memorable experience that would resonate with Kansas City's advertising community and position the chapter for regional recognition.
SOLUTION
I led the event strategy, coordination, and production for the 2022 KC American Advertising Awards. Collaborating with brilliant creative professionals, we brought the theme "Cirque Du AAA" from concept through completion. The project required coordinating multiple stakeholders, vendors, and creative partners while maintaining budget discipline and timeline adherence to comply with national policies. I also led the team in the promotion of the event in the months leading up to it. Here's how:
Strategic Event Planning: Coordinated a two-day event timeline, with several mandatory milestone moments along the way. Organized vendors, sponsors, volunteers to build and execute the show.
Production Leadership: Orchestrated a complex production involving scriptwriting, casting, run-of-show development, and coordination with The Abbott, virtual livestream capabilities for broader accessibility, vendor management across multiple disciplines, and timeline management to ensure seamless execution on event night.
Multi-Channel Marketing Campaign: Orchestrated a comprehensive digital marketing strategy in the weeks leading up to the event to drive ticket sales, entry submissions, and sponsorship commitments. The integrated approach included:
Email marketing campaigns targeting KC Ad Club members, past attendees, and advertising professionals
Social media content featuring circus character teasers and event highlights to build anticipation
1:1 outreach to potential sponsors and major agencies to secure entries and partnerships
Website optimization to streamline ticket purchasing, entry submissions, and sponsor information
Production Leadership: Orchestrated a complex production involving scriptwriting, casting, run-of-show development, and coordination with The Abbott, virtual livestream capabilities for broader accessibility, vendor management across multiple disciplines, and timeline management to ensure seamless execution on event night.
Integrated Brand Experience: Ensured thematic consistency across all materials including branding, website content, social media, print materials (signage, programs, posters), event entertainment and decor, and custom circus characters for each award category to align with our Cirque du AAAs theme.
RESULTS
Record-high positive feedback from attendees and participants
Highest growth in the region award for 2023, recognizing the chapter's exceptional performance
Successfully showcased Kansas City's best advertising work to both in-person and virtual audiences
Strong ticket sales, entry submissions, and sponsorship commitments driven by strategic marketing efforts
Established a memorable event that elevated the chapter's regional reputation
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Transformed underperforming channel to profitable growth driver
CHALLENGE
Push notification engagement was performing significantly below industry benchmarks, throttling ad revenue potential and threatening the viability of this customer retention strategy.
SOLUTION
I orchestrated a channel overhaul strategy focused on content optimization and systematic experimentation and rapid implementation. Here’s how:
Rapid implementation of winning variants: Due to the large audience size within our testing segments, we were able to reach statistically significant results within ~2 days of launching a test, gifting us the ability to rapidly implement winning variations as we went so we could compound the improvements.
Content Enhancement Testing: Conducted A/B tests on headlines and messaging to identify high-performing copy and grouping copy into themes (i.e. we found questions performed higher than statements). Additionally we enhanced visuals by testing emoji usage and imagery variations to increase visual appeal and engagement.
Delivery Optimization: Experimented with different notification timing and frequency levels to maximize user response.
Performance Monitoring: Collaborated to build dashboards to track click-through rates and revenue per mille (RPM) to effectively monitor and manage ad revenue impact from increased website traffic from Push.
RESULTS
Transformed push notification from an underperforming channel to a profitable growth driver, saving it from elimination.
70% increase in click-through rate (CTR) within the first 60 days of launching our systematic testing plan
90% increase in revenue per mille (RPM) within the first 60 days of launching our systematic testing plan
$300,000 in revenue generated by end of first year
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6-Figure marketing cost optimization
CHALLENGE
The organization wanted to reduce marketing costs YoY without substantially reducing user acquisition or retention metrics.
SOLUTION
Together we evaluated costs of the existing tech stack against channel performance and found opportunities to reduce under performing channels, allowing us to reduce major tech contracts and usage fees by ~20%. Here’s how:
Contract Analysis: Found three major contracts where the organization was either paying for more usage than they needed or paying for "nice to have" services that weren't essential for revenue generation or were duplicative of another tool.
Channel Performance Review: Identified one marketing channel with negative ROI. Turning this channel off allowed the organization to reduce costs and shift some of those savings into higher performing acquisition and retention channels.
Strategic Negotiations: Renegotiated major technology contracts, securing 10-20% cost reductions while preserving revenue-driving services.
RESULTS
About $500,000 in annual marketing cost savings
10-20% reduction in major technology contract costs year-over-year
Minimal impact on acquisition and retention performance
Improved ROI through strategic cost optimization while maintaining profit margins
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5X built a team with growth potential
SUMMARY
At 5 different organizations, I’ve built or re-organized teams or departments in order to:
Align the team with the organization’s goals and objectives
Define clear roles and responsibilities creating space for people to do their best work
Establish career ladders with visibility into titles, responsibilities, reporting structures, and pay bands to support employee growth and retention
Uphold positive company culture, creating united teams with shared visions
Each team transformation was handled with respect and care for the employees and each time was met with glowing feedback and an increase in employee engagement/ NPS scores.
“She challenges her team to grow while providing the resources and encouragement needed to succeed. Her ability to balance strategic vision with hands-on mentorship creates an environment where people thrive.”
“Anne has done a tremendous job structuring and defining the staff positions...successfully coordinating a team of 16 people.”
“Anne has an incredible ability to see the bigger picture—she instinctively knows who to bring onto a team, how to support their next steps, and how to align strategy with the company’s broader goals.”
BRANDS I’VE WORKED WITH
TESTIMONIALS