Marketing Strategy & Planning
The thinking behind the work. How I approach marketing strategy, audience architecture, and the frameworks I use to connect every tactic to a business outcome.
Marketing Funnel Framework
As part of the strategic communications plan, I developed a marketing funnel framework to connect every marketing activity to a specific stage in the audience journey. From awareness, engagement, leads and acquisition, the strategy is mapped to reach specific audiences and business goals.
Results
Used to plan every campaign, set success metrics by stage, and evaluate new requests against strategic fit.
Gave leadership a shared language for understanding how marketing connects to business outcomes.
Reduced reactive, ad-hoc execution by creating a repeatable planning structure across all campaigns.