Roles and Responsibilities

I led the end-to-end content and growth function, with responsibility for translating business objectives into measurable demand generation and revenue outcomes. My role sat at the intersection of content, paid media, and sales alignment, ensuring that marketing efforts produced qualified leads rather than surface-level engagement.

Specifically, I was responsible for:

• Content Strategy & Production
  Defining and executing an education-first content strategy that communicated product value clearly, established credibility, and supported both organic discovery and paid acquisition. I oversaw ideation, production, and iteration to ensure content aligned with audience intent and business goals.

• Social Media Growth & Optimization
  Building and scaling platform-native social content across Instagram, TikTok, and YouTube, with a focus on awareness, trust, and demand creation. Performance was monitored continuously, with formats and messaging refined based on audience response and downstream conversion data.

• Paid Advertising Strategy & Execution
  Managing paid media across Meta and TikTok, including campaign structure, targeting, creative development, and budget allocation. The emphasis was on efficiency and lead quality, not traffic volume, with consistent optimization based on real performance signals.

• Creative Testing & Performance Analysis
  Implementing a structured testing framework to evaluate creative concepts, hooks, and messaging. Insights from performance data were used to inform future content, improve conversion rates, and reduce wasted spend.

• Marketing & Sales Alignment
  Working closely with sales and operations to ensure that marketing messaging, landing pages, and lead intake criteria were aligned. This reduced friction in the funnel and increased the likelihood that inbound leads progressed to sales-accepted opportunities.