Explore real-world examples of how strategic digital marketing drives measurable business growth. Each case study showcases specific challenges, tactical approaches, and quantifiable results across various industries and marketing disciplines.
AI Automation
Automating Weekly Insights Delivery
Tax & Accounting B2B AutomationChallenge
Tax professionals and business owners needed timely, expert insights on IRS updates. Manual newsletter creation took 4-6 hours weekly, with inconsistent delivery and variable quality depending on staff availability.
Approach
- Identified the IRS Newsroom as the official and authoritative source for weekly updates
- Built an automated workflow to extract, clean, and organize recent news releases
- Integrated the OpenAI API twice: first as a tax professional providing expert commentary, then as an editor compiling sections into a cohesive newsletter
- Scheduled the workflow to run every Monday morning, automatically sending the finished email to subscribers
Strategic Impact
The weekly newsletter now delivers clarity, context, and confidence in a complex and fast-changing regulatory environment. The automation ensures tax professionals and business owners consistently understand not just what the IRS said, but what it means and why it matters to their clients and businesses.
Turning Videos into Articles Instantly
Content Marketing B2B AutomationChallenge
Business operators focused on video content lacked the time to convert their recordings into blog articles. Manual transcription and formatting took 1.5 hours per post, limiting publishing frequency and leaving websites without fresh, SEO-friendly content.
Approach
- Configured a Google Sheets trigger to detect when a new video is added to the “Video Ready” tracker
- Automatically downloads the video file from Google Drive and extracts the transcript
- Leverages the OpenAI API to convert the transcript into a clean, formatted blog article with title, slug, and HTML body copy while maintaining the speaker’s original voice
- Publishes the article directly to WordPress as a draft for quick review and approval before going live
Strategic Impact
This automation amplifies the impact of every recorded video by converting it into a polished blog article without demanding additional time from the team. It creates more bandwidth for business operators to focus on their primary content channel while ensuring the website remains fresh, SEO-friendly, and aligned with ongoing content strategy.
Marketing Operations Excellence
Making Website Management Reliable and Fast
Financial Services Banking OperationsChallenge
The organization’s website management practices exposed the business to significant risk. Publishing directly to the live website had become a high-stakes gamble. Errors and brand risk were constant threats. The absence of a controlled release process created constant risk and kept Marketing from being agile.
Approach
- Defined the ideal publishing process for the digital marketing team
- Partnered with IT to design new hosting infrastructure with staging environment
- Ran vendor selection process to secure capable development partner
- Established CMS and code update management under my oversight
Strategic Impact
This initiative transformed website management from a risky, ad hoc process into a reliable, controlled operation. Production updates became routine instead of urgent fire drills, reducing risk and restoring confidence across teams. Most importantly, this operational maturity gave executive leadership the confidence to greenlight a corporate website redesign, a strategic investment that led to further growth.
Returning Digital Marketing to Profitability
Financial Services Banking Growth StrategyChallenge
Rapid growth came at a cost. A new product drove new customers but had a lower lifetime value and cannibalized higher-value offerings. The challenge was to restore margin while keeping customer acquisition strong.
Approach
- Developed product-specific targeting to reach the right segments with contextual messaging
- Expanded organic content to drive awareness and mid-funnel engagement
- Adjusted bidding strategies and optimized landing pages for efficiency
- Aligned budgets to product-level profitability metrics
Strategic Impact
By aligning audiences and budgets to product-level profitability, I transitioned the organization to a scalable framework for efficient, profitable acquisition. The organization evolved to adopt a sustainable full-funnel growth strategy.
Creating Consistency in Analytics Delivery
Agency Services B2B AnalyticsChallenge
A growing agency’s Digital Analytics service lacked structure. Delivery varied by client, putting satisfaction and renewals at risk.
Approach
- Developed comprehensive service standards for Digital Analytics
- Created referenceable process documentation for team consistency
- Defined standardized scope aligning with service agreements
- Piloted initiative before scaling agency-wide
Strategic Impact
The success of the Digital Analytics standardization not only strengthened client retention but also set a precedent for operational excellence. Other service areas, including SEO and Paid Media, subsequently adopted similar standardization efforts, broadening the impact across the agency.
Bridging Brand & Demand
Building Awareness That Drives Growth
Financial Services Banking Brand StrategyChallenge
Per a brand study, the company’s audience segments had little familiarity with the brand and its offerings. Leadership needed a brand strategy that could build awareness and move the needle on lower funnel acquisition.
Approach
- Built high-potential audience segments likely to open new accounts
- Activated cost-efficient digital display campaigns to establish brand presence
- Aligned messaging and value propositions across channels for consistency and impact
Strategic Impact
Executive leadership committed to a larger, more comprehensive strategy across more digital channels, which helped exceed the following year’s customer acquisition goals. The success of this campaign established a framework for integrated brand and performance marketing.
Turning Around Underperforming Campaigns
Financial Services Banking Paid MediaChallenge
Digital campaigns had been paused after delivering negative ROI, eroding confidence across leadership. The business needed a clear, data-driven path back to profitable acquisition.
Approach
- Audience and keyword targeting to reach high-intent prospects
- Ad creative aligned with customer needs and value propositions
- Smarter bidding and conversion tracking tied directly to the point of sale
- Optimized landing page and conversion experience
Strategic Impact
The organization shifted from defensive cost-cutting to confident investment in digital growth, positioning paid media as a reliable driver of customer acquisition and revenue growth. This success created a repeatable framework for profitable customer acquisition across channels.
Growing Sales Leads Through Organic Reach
Financial Services Tax SEOChallenge
A small tax firm needed new clients but had no marketing budget, a risky position in a market dominated by national firms. Growth depended on finding a way to generate qualified leads without significant up-front cost.
Approach
- Structured a performance-based partnership that aligned incentives and created a no-risk growth model
- Built and optimized a dedicated tax content website with strong user experience and technical SEO
- Established the company’s brand presence online with in-depth content on relevant tax topics
- Compensation tied directly to website-generated leads converting into paying clients
Strategic Impact
The owner benefitted from a consistent pipeline of new clients in the short term and ultimately leveraged the website’s success into a profitable asset sale and a leadership role at a national firm. The engagement transformed a company with zero marketing budget into one that created and monetized a valuable digital asset, demonstrating how innovative, performance-based marketing can unlock both growth and long-term business value.
Strategic Growth Initiatives
Scaling a New Business Line Profitably
Financial Services Tax Paid SearchChallenge
A new business line was burning through budget. Campaigns drove lead volume but not quality, turning ROI negative. Leadership needed a turnaround fast to justify continued investment.
Approach
- Conducted an in-depth audit of the company’s paid search program and reset the strategy to prioritize ROI
- Sharpened keyword targeting to capture only high-intent, high-converting search terms
- Eliminated wasted spend by preventing budget from being consumed by irrelevant and low-converting queries
- Ongoing optimization in partnership with the agency to continuously refine targeting and drive more volume at profitable returns
Strategic Impact
Executive leadership was both surprised and elated at the rapid turnaround. The 3:1 ROI not only reversed prior losses but also met their marketing performance goals, giving the confidence to continue investing and scaling the new business line. The improvement in lead quality created operational efficiencies for the sales team, reducing the burden of unqualified leads, delaying the need for additional headcount, and allowing existing staff to focus on higher-value prospects.
Extending Growth Beyond Tax Season
Financial Services Tax Content MarketingChallenge
Each year after tax season, customer traffic collapsed even though the company provided relevant services beyond the tax filing deadline. While tax season couldn’t be matched, leadership still wanted to increase sales by creating more out-of-season demand.
Approach
- Proposed a low-risk pilot to build confidence with leadership hesitant to make large investments outside tax season
- Developed a new content section on the corporate website dedicated to year-round tax services
- Conducted research to identify high-value topics and organized them into a topical hierarchy
- Built an optimization strategy that prioritized efforts based on data and search demand to establish an always-on inbound engine
Strategic Impact
The success of the pilot shifted organizational mindset from viewing digital marketing as a seasonal experiment to recognizing it as a core growth driver. Leadership increased investment in digital acquisition strategies, transforming their approach from reactive to proactive year-round demand generation.
Unifying Digital Strategy for Major Growth
Financial Services Banking Digital StrategyChallenge
Leadership set an ambitious goal: grow digital lending by 55% in one year. The effort became a defining moment in proving digital’s role as a strategic growth engine for the company.
Approach
- Expanded paid media: Overhauled paid search to cover awareness, consideration, and conversion stages, updating keywords, ad copy, landing pages, and bidding strategies
- Strengthened brand marketing: Developed a campaign calendar tied to seasonal lending demand and tested new audience models, with psychographic targeting proving most effective
- Optimized product representation: Ensured all lending products received proportional budget allocation, eliminating prior gaps
- Improved conversion pathways: Enhanced the lending application portal experience and launched campaigns to existing customers via email and digital banking ads
- Cross-functional alignment: Partnered with the Intake team to ensure smooth handling of increased loan application flow
Strategic Impact
This initiative elevated digital marketing to a proven driver of core business growth. Executive leadership gained confidence to set even higher lending goals the following year, while increasing investment in digital marketing and projects. The success also earned a greater role in strategic planning, ensuring digital had a voice in future growth initiatives.
Testing Product-Market Fit for a New SaaS
Financial Services Tax Market ResearchChallenge
A new DIY tax product launched with promise but weak traction, signaling a possible mismatch between concept and customer demand. The company needed help uncovering answers and determining the best path forward.
Approach
- Partnered with the Product team to validate market assumptions through targeted research
- Designed and administered a survey to the target audience with methodology ensuring statistical significance
- Eliminated bias to provide a reliable read on customer sentiment and preferences
- Analyzed results to uncover critical insights about customer expectations and willingness to pay
Strategic Impact
The research revealed that even though the DIY product was far cheaper than hiring a tax professional, customers overwhelmingly preferred that their CPA or licensed tax professional handle tax issues on their behalf. These findings persuaded the executive team to pivot their go-to-market strategy toward tax professionals as the target customers. The pivot aligned the product with market demand, enabling the company to grow successfully and eventually exit through acquisition by a national tax services firm.
Digital Transformation in Action
Redesigning a Website to Drive Revenue Production
Financial Services Banking Web DevelopmentChallenge
The company’s website functioned as a static brochure, falling behind competitors and raising doubts about its contribution to digital lending and deposit growth.
Approach
- Led a full website redesign initiative, setting the vision and hiring a web development vendor to own design and build while aligning to strategic goals
- Partnered cross-functionally to align business units and executive leadership at every milestone
- Built a structured review and approval cadence to reduce project risk
- Created a process to incorporate SME input from each line of business, ensuring accuracy and completeness of content
- Integrated SEO best practices and conducted user experience interviews with customers at key phases
- Adapted project management to fully remote collaboration during pandemic lockdowns
Strategic Impact
This project became the first major corporate initiative successfully led by the Digital Marketing team, elevating its visibility and strategic importance. The cutover was seamless with no disruptions, organic rankings grew to all-time highs, and defined user journeys increased loan application conversion rates. The success created executive confidence in digital as a growth driver and positioned the team as a trusted leader for future enterprise-level initiatives.
Building for Scalable Growth
Creating a Repeatable Marketing Framework
Multifamily Real Estate Digital MarketingChallenge
For a national multifamily investment company, new apartment communities were taking longer than desired to reach occupancy, creating costly inefficiencies. Faster lease-up was important to their investment strategy.
Approach
- Built a communication flow ensuring the marketing department shared property details early and consistently
- Created a Google Ads campaign framework deployable within one week of a new property opening
- Designed performance reporting dashboards to keep leadership informed on campaign activity and impact
- Overhauled technical SEO so each new property page on the company website was automatically optimized
- Developed an automated process for implementing local SEO (Google Maps, Yelp, and other platforms)
Strategic Impact
Digital marketing became a key driver for new leases, and the framework proved durable enough to be scaled across 4-6 communities per month. The company gained a repeatable process that aligned marketing, operations, and property management around faster occupancy, creating more predictability in the lease-up process.