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
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.
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.