“Yes, I’ll have the full-funnel feast. Extra conversions on the side, and hold the fluff.”
— said you 🫵
I make audiences sit up & take notice
♫
I make audiences sit up & take notice ♫
let me show you.
How I do it.
Director of Social
(executive brand — CEO, Wes Scroll)
Category: CREATIVE MARKETING
The mandate
I was brought in to build and scale the personal brand of Fetch Rewards’ CEO, Wes Schroll, starting from ground zero. The primary objective: leverage Instagram as a channel to drive end-user acquisition and brand affinity at scale.
The hypothesis
I started by asking the most important question: Why Wes?
Historically, marketing campaigns featuring Wes; from product launches to email sends — consistently outperformed brand-only assets. His relatability, charisma, and founder story were untapped growth levers. And in a saturated market, people connect with people, not logos.
The strategy
I spent time understanding Wes’ personal brand goals and aligned them with broader marketing and growth objectives. Then, I looked inward for momentum drivers, and identified Fetch’s owned reach: 17M monthly active users regularly engaged via email, push, and mobile inbox.
I connected the dots.
I designed a scalable giveaway engine with Wes’ Instagram as the focal point — tapping into the one thing users cared most about: Fetch points. Each giveaway, like this one, had minimal friction to enter:
💛 Follow me - @wesschroll
💛 Comment your story - How has Fetch made a difference in your life?
💛 Comment your Fetch referral code
To accelerate reach, I activated coordinated pushes through owned channels:
A Mobile Inbox notification to all MAUs the day the giveaway launched
A Push Notification reminder before it ended
Prize pools ranged from 50,000–100,000 points per giveaway, equivalent to $50–$100 per winner. A modest spend for a massive splash.
I built habit loops. Wes’ page became the go-to for high-value giveaways and founder-led behind-the-scenes content. I extended the strategy by:
Embedding Wes’ handle in all Fetch brand account giveaways
Scaling prizes based on seasonal tentpole events (e.g., Super Bowl, New Year)
Making his content more narrative-led and culturally relevant
The outcomes
In just 3.5 months, Wes’ Instagram presence went from zero to 559K followers. Within the year, we crossed 800K — fully verified, and influential enough to land brand deals through executive channels.
I replicated this strategy on X, where we designed a giveaway that prompted users to tweet @Oreo as part of the entry mechanics; a campaign that catalyzed a pilot brand partnership worth 2M+.
For YouTube, I shifted into higher production territory — launching a challenge-led content format with giveaways that led to 70K+ subscribers in JUST 3 days.
This wasn’t just audience building endeavor, it was pipeline-generating storytelling at the intersection of brand and performance.
This was just one aspect of the mix at Fetch. For the full scoop, head over to LinkedIn.
*** 🎤 droppp ***
Senior Manager, Growth Marketing
US Lead
Category: DEMAND GENERATION
The mandate
At Automata, I was hired as the founding U.S. marketing lead to build and scale a growth marketing function from scratch for AMER. The objective: generate demand and build a qualified pipeline in the Biotech and Biopharma space — a market ripe for automation, but deeply technical and notoriously complex to market large capital value to.
The challenge was clear: no structured campaigns, no cross-functional alignment, broken attribution, and no consistent demand generation system in place.
The approach
I started by auditing the full growth stack — tech, scoring, attribution, campaign workflows, and Sales handoffs. A few critical issues surfaced immediately:
Sales operated in Salesforce. Marketing used HubSpot and Looker. There was no shared data or reporting alignment.
Marketing-generated MQLs weren’t all being routed to Sales properly. As a result, no pipeline attribution existed inside Salesforce.
The lead scoring model was skewed: a 0–75 scale that didn’t reflect true buyer behavior or track progression after SAL.
MQL to SQL conversion rates were low, with no clear way to identify the bleed, making campaign effectiveness hard to measure.
I partnered with Marketing Ops and VP of Sales to reset the foundation. Together, we:
Reconfigured the scoring model to a 0–100 scale
Introduced unified campaign tagging across Salesforce and HubSpot
Aligned reporting to reflect true funnel movement and attribution, and set cadence for a weekly alignment call between Sales and Marketing
Next, I tackled the lack of structure in demand generation. Everything was reactive. No consistent activity calendar, nurture cadence, or enablement processes.
To fix this, I launched a monthly webinar program with Pre-Sales SMEs and Product Managers. Each session included live polls to capture buyer intent immediately, which were synced to Salesforce. These became what I called UCI flags — Urgent Customer Inquiries — that gave Sales clear, fast-moving follow-up opportunities.
I also introduced gated access for past webinars — something we’d been missing. This created an always-on lead capture layer for net-new prospects discovering our content after the live event. It gave us another touchpoint to convert demand with zero incremental effort.
Another issue: database quality. A large portion of our email list was unengaged. I also worked with marketing ops to clean it up and launched Lab In The Loop — a homegrown monthly newsletter, built to re-engage dormant contacts and attract new sign ups through thought leadership and product spotlights from Automata experts
To grow the list further, I partnered with trusted syndication platforms like Lab Roots and Lab Manager. In exchange for hosting our content and webinars, we gained GDPR-compliant emails from highly targeted biotech audiences. Within 60 days, our database grew by 27%. This was followed by launching post-event nurture emails.
Meanwhile, we were 20 days away from the launch of LINQ 2.0: the most important product announcement in company history. I had no traditional onboarding. Just a tight deadline and the need to drive high-impact pipeline, quickly.
I worked with our performance marketer to launch TOFU product ads. Partnered with Sales to build targeted outreach lists via Sales Navigator. Worked with the design team to create cryptic, curiosity-sparking LinkedIn creatives; rolled out in a slow drip across our company and employee pages, and prepped post-launch nurture tracks.
I led the end-to-end launch email strategy, added website homepage banners with lead capture, and secured newsletter placements in niche biotech publications ahead of time to reach target accounts outside our CRM.
After the launch, I rolled out a supporting post-launch webinar series focused on product education and mid-funnel conversion. These were tracked in Salesforce and supported by retargeting flows for warm engagement.
For SLAS 2025, slated for after the launch; Automata’s largest tradeshow of the year — I owned full-cycle marketing execution: pre-event buzz, email campaigns, booth collateral, sales enablement, and creative on-site activations that attracted significant foot traffic.
Post-show, I realized we needed a better way to capture leads. I led the adoption + implementation of a new AI powered lead retrieval tool, Romify, for faster lead capture from tradeshows & table top events to CRM & marketing automation in real-time.
The outcomes
LINQ 2.0 product launch
Highest-attended event in company history: 374 registrations, 220 live attendees, 67 high-value prospects
26% increase in brand visibility, 13% lift in branded search, 56% increase in website traffic, 45% boost on product pages
Key accounts engaged: Merck, Sanofi, Novartis, CSL Nehring, Novo Nordisk, Boehringer Ingelheim
Influenced pipeline: $10,009,323
Post-launch programming
Webinar program surpassed MQL goal by 185%
Key accounts engaged: Pear Bio, Prologue Medicines, BioAgilytix
Influenced pipeline: $10,019,230
SLAS 2025 tradeshow
454 leads captured
Influenced pipeline: $4,850,000
Real-time CRM sync and marketing nurture enabled
Foundational infrastructure built
Rebuilt lead scoring model (0–100) for better pipeline visibility and sales alignment
Introduced unified attribution and campaign tagging to track MQL to SQL progression
Created full SOPs and campaign execution templates across Product, Growth, and Design teams in Asana and on Notion
Launched Lab In The Loop newsletter to establish Automata’s voice in lab automation thought leadership
Expanded content syndication footprint for GDPR-compliant database growth and deeper reach within biotech ICPs
This was a complete demand engine built from zero, with systems and programs designed to scale intelligently and move revenue.
Head of Marketing
Category: GROWTH MARKETING
The mandate
At Vista Social, I was brought in to fuel customer acquisition from the ground up.
The team had never run formal growth marketing programs. There was no marketing ops infrastructure, no lifecycle strategy, and virtually no budget. The belief was that organic social alone should drive all sign-ups.
With 2 direct reports and a lean setup, my goal was to build a sustainable acquisition engine that would drive repeatable growth — across paid, owned, and partner channels.
The approach
Step one was to figure out where our users were actually coming from. I analyzed traffic sources and found that sign-ups were being driven by a few strong-performing blog posts, affiliate referrals, and an old AppSumo campaign, which brought in low-quality users.
From there, I started stacking growth layers for low handing opportunities:
Paid media: I introduced Meta, LinkedIn, and Google Search ads — running some retargeting in-house and onboarding an agency to manage search. I worked closely with them to continuously optimize. I also brought in an SEO consultant to scale blog output with keyword clusters tailored to our product’s core use cases.
Social media: I mentored our social media lead to create a virality framework, optimizing for trend relevance, brand voice, and shareability. This helped our organic posts drive greater discovery and increased follower conversion rates.
Partnerships: I led a co-marketing partnership with Upwork to get Vista Social listed as a “certified social media partner” on their freelance marketplace. This meant any client booking a freelancer for social media work would be recommended Vista Social as their platform of choice. We were also featured in Upwork’s email blast, giving us broader exposure to their user base.
Email lifecycle: I discovered our email list had zero segmentation. Every email went out to everyone. I worked with our co-founder to map intake form fields to HubSpot objects, allowing us to segment weekly emails by industry and business type.
From there, I built:
A weekly email strategy with tailored tone and content per audience segment
Lifecycle sequences triggered by product behaviors (e.g. first post scheduled, channel connected)
Re-engagement campaigns for users whose trials expired without converting
Seasonal campaigns (New Year, Black Friday, etc.) to drive time-sensitive activations
Micro-segmented upsell flows based on product usage, combined with in app, dashboard nudges
We also didn’t require a credit card for sign-up, so product adoption was everything. I built a series of onboarding emails nudging trial users to take key setup steps like connecting their social channels, significantly improving our activation-to-paid conversion rate.
Affiliate growth: Since affiliates were already a top-performing channel, I doubled down. I launched a dedicated affiliate nurture sequence that included blog links, optimization tips, and feature updates — helping them boost referrals and commissions.
Brand reach: I led visibility plays to strengthen Vista’s industry presence.
Secured placements with Social Media Examiner
Sponsored “The Reelies” by Your Social Team
Worked with a creative agency to recruit a squad of micro-influencers who created Vista- Social branded UGC
To fuel community buzz, I launched a Vista Social merch-kit drop campaign via my personal LinkedIn network — which more than doubled our LinkedIn mention volume and drove strong social proof across our ICP.
Podcast: I launched + scaled Vista Social’s podcast, Beyond Social; a fireside chat series featuring notable creators + social pros. With a steady stream of listener reviews and ratings, we landed in Spotify’s New & Noteworthy section. The podcast became a content goldmine, feeding back into lifecycle emails, blog recaps, and social posts. Additionally, I mined for guest spots on other podcasts for the CEO for bonus reach.
Content: I partnered closely with our content manager to build a library of high-value blogs, especially around feature launches. These became our evergreen assets, repurposed across ads, emails, and webinars throughout the year.
Employee Advocacy: When we launched Vista Social’s Employee Advocacy feature, I immediately piloted an internal program. While we were a small team, we generated 243K in reach and $14K in earned media value in just 3 months, proving the feature’s value through firsthand use.
The outcomes
Grew MRR by 95%
Expanded active customer base by 63.1%
Increased ARPU by 84.4%
Increased MoM website traffic by 44%
Scaled affiliate program revenue by 144% ($199,000), added 288 new customers, and increased referrals by 78% (687)
Launched and scaled an Employee Advocacy program with a reach of 243K and EMV of $14K
In a nutshell, every layer was added with intention, based on what moved the needle.
Despite the breadth of what I built, I’ll be the first to say that I’m not nuanced in every aspect of marketing. But I’ve always believed in making the most of what you’ve got. With the right team and resourcing, we could’ve gone even further.
Still, with a lean setup and clear priorities, I focused on what mattered most: building momentum that could compound.
How I expend my extra creative calories
Outside of work. AHEM.
