Marketing Lead

Founded and currently lead an independent marketing consulting practice, acting as the primary owner of marketing strategy and execution for client businesses. Made go/no-go decisions on channels, budgets, and growth directions based on performance signals, product readiness, and business constraints. Worked with clients across fintech, e-commerce, SaaS, education, and service industries, supporting both strategy and execution. Took full ownership of marketing initiatives: from defining goals and growth hypotheses to coordinating execution, analytics, and process improvement. Designed and improved marketing funnels and customer journeys (CJM), aligning acquisition channels with product and business objectives. Coordinated internal client teams (product, design, development) and external contractors, ensuring clear priorities and delivery. Prioritized initiatives that impacted retention, unit economics, and funnel stability, not just short-term acquisition metrics.

Owned performance and growth initiatives within a product-driven fintech marketplace, working across multiple acquisition channels. Owned specific acquisition directions and initiatives end-to-end, from hypothesis and launch to evaluation and iteration. Participated in planning and execution of marketing initiatives aligned with business and product goals, not isolated traffic metrics. Collaborated closely with product managers, analytics, and development teams to test and improve acquisition and conversion hypotheses. Contributed to funnel optimization across key user journeys, from first touch to application and conversion. Used product and marketing analytics to evaluate campaign effectiveness and inform further decisions. Took responsibility for specific directions and initiatives, ensuring continuity from planning to implementation and review.

Worked within a large-scale, data-driven financial ecosystem with high standards for marketing performance and accountability. Supported acquisition and growth initiatives across digital channels, following strict KPI and quality benchmarks. Gained experience working with large volumes of data, marketing analytics, and structured reporting. Operated within complex, regulated processes requiring alignment between marketing, analytics, product, and compliance.

Owned marketing strategy for commercial and mixed-use real estate projects, working at the intersection of business goals, customer demand, and operational constraints. Planned and executed performance and brand-driven campaigns across digital channels, focusing on demand generation, lead quality, and funnel efficiency rather than volume alone. Worked closely with sales and project teams to align positioning, messaging, and lead processing logic. Introduced a more structured approach to analytics and reporting, enabling clearer decision-making and prioritization. Balanced short-term acquisition needs with longer-term brand and positioning considerations in a complex, non-digital-first business environment.

Started in hands-on execution roles, working with traffic acquisition, campaign setup, and basic analytics. Gradually expanded responsibility to planning, prioritization, and coordination with founders and internal teams. Worked across different business models (e-commerce, local services, early-stage products), building a practical understanding of funnels, unit economics, and operational limitations. Developed the habit of validating decisions through data and results, not assumptions or “best practices.”