The Challenge

GotPhoto needed a marketing function that could prove efficiency immediately under PE ownership while scaling upmarket — no room for a growth-at-all-costs approach.

What I Built

• Developed new positioning and marketing mix for upmarket move
• Scaled the brand ambassador and influencers program
• Built executive-level analytics tied to revenue and lifecycle metrics
• Used AI to enrich existing database with up to 60-80% of current TAM at 0 cost

The Challenge

Own acquisition and lifecycle marketing for a 100+ tool portfolio business through its IPO, find new growth levers for an already working marketing machine, grow revenue aggressively at a flat CAC.

What I Built

• An experimentation team and testing framework to discover new growth channels
• A new marketing automation platform and program to triple active customer base
• Acquisition machine generating 1M+ registrations across 20+ channels, from ads to affiliate programs, from video to hyper-local campaigns
• A 50+ person global marketing team - winners of industry awards
• Optimization approach, managing up to $50M+ in annual spend while keeping CAC flat

The Challenge

Build a dedicated brand function and upgrade the product reputation to move upmarket into mid and enterprise segments.

What I Built

• A dedicated global brand and campaigns team for enterprise market
• The company's first cross-channel integrated campaign, online and offline, the largest in its history
• Co-marketing programs with Cisco, NetApp, HP, Lenovo, and biggest Fortune 500 like Volvo and publishing brands like WSJ
• A unified campaign framework and brand standards

The Challenge

Build a marketing team from zero.

What I Built

• Organic-led growth through SEO, AEO and educational content strategy
• Product release execution end-to-end
• Scaling on a lean budget, with focus on generating WOM and SoV