Women+ with money have more choices and louder voices.
Development + Execution
March 2021 - October 2023
My primary focus was building and executing direct response marketing campaigns that moved cold leads through a strategic webinar-to-customer pipeline. From Instagram Reels and TikTok videos to high-converting emails, each piece of content was crafted to generate awareness, drive action, and fuel top- and mid-funnel conversions such as newsletter sign-ups, webinar registrations, and course enrollments.
Result: Achieved the lowest cost-per-acquisition across all channels by leveraging compelling organic content and intentional CTAs that worked in tandem with paid efforts.
Preview of Dow Janes Content Calendar in Airtable
Collaboration was key. I worked hand-in-hand with Paid Acquisition and Customer Success teams to ensure all campaigns were aligned with company goals. We leveraged direct feedback loops, strategic content sequencing, and cross-functional planning for consistency across touchpoints.
Using tools like Google Analytics and Meta for Business, I analyzed campaign performance, adjusted strategies, and identified opportunities for improvement. I also performed competitive analyses of leading financial brands like HerFirst100k, WSJ, and Ellevest—borrowing best practices while carving out a unique, authentic voice for Dow Janes.
Over the course of our partnership, I developed more than 900 pieces of engaging content—achieving consistently high engagement rates (5%+) and nurturing leads throughout their journey. From static graphics and story sequences to video tutorials and sales countdowns, every touchpoint was designed to build trust, support decision-making, and strengthen customer retention.
Result: Scaled social engagement and conversions, contributing to sustained ARR growth and a thriving, loyal customer base.
