Case Study 1
Revenue Growth, New Customer Segments, Journey-Led Focus
Summary
Spearheading growth marketing at Filmsupply, I orchestrated "The Future of Stock," a fully integrated, segmentation-driven multi-channel campaign that catalyzed an extraordinary 481% revenue growth over two years. This initiative showcases my ability to conceptualize and execute transformative marketing strategies in the stock footage industry. It is proof that beautiful creative and growth marketing can coexist.
Situation
As the inaugural growth marketing leader for a stock footage licensing brand fighting for market share during the pandemic, I spearheaded a comprehensive, data-driven strategy—encompassing customer segmentation, ROI analysis, and multi-channel paid media execution—that precisely targeted high-value customer personas, and driving significant revenue growth while maintaining healthy margins.
Task
Tasked with driving revenue growth while preserving established margins, I implemented a data-driven, full-funnel growth strategy—rooted in meticulous customer segmentation and historical ROI analysis—that precisely targeted high-value personas across multiple channels, optimizing resource allocation and maintaining a healthy contribution margin.
Actions
Led strategic growth by developing and executing a data-driven marketing approach. Segmented customer data, analyzed ROI across channels, and implemented targeted campaigns through search, social, CTV, and content. Collaborated with creative teams to develop messaging that highlighted our core differentiators, resulting in measurable improvements in revenue, customer acquisition, engagement, and brand affinity.
Results
As the pioneering growth marketing leader for this stock footage licensing brand, I architected and executed a comprehensive, data-driven strategy that propelled company revenue from $10M to $48M in just two years. This strategy leveraged precise customer segmentation, multi-channel optimization, and rigorous performance measurement.
