Understand the audience
Build personas and segmentation to clarify who we were trying to reach and what would move them forward.
FEATURED WORK / CROWDSTREET / 2020–2021
CASE STUDY 001 · ACQUISITION & LIFECYCLE MARKETING
From more spend
to smarter growth.
A growth challenge rarely gets solved by adding more campaigns. At CrowdStreet, the opportunity was to make acquisition and lifecycle marketing work harder together—with sharper targeting, faster learning, and more disciplined investment.
EXPLORE THE RESULTS ↓YEAR-OVER-YEAR ACQUISITION GROWTH+62%
Reported outcome from the CrowdStreet role on my résumé.
01 / THE CHALLENGE
Growth was the goal.
Efficiency was the constraint.
The job wasn't simply to acquire more people. It was to improve the way the full journey performed.
CrowdStreet operated a commercial real estate investing platform serving distinct B2B and B2C audiences. Reaching the right people, moving them toward action, and making media investment count called for a coordinated approach across acquisition and lifecycle marketing.
This challenge framing summarizes the scope documented in my résumé; it is not a claim that a particular budget target or executive brief was set.
02 / THE APPROACH
Replace channel silos
with a learning system.
Four mutually reinforcing levers shaped the work.
Design the journey
Connect sequential targeting, personalization, re-engagement and lifecycle messaging from first touch onward.
Test what moves the needle
Run disciplined experiments across audiences, channel mix, messages and creative—not just impressions.
Reallocate with conviction
Prioritize conversion-focused tactics across SEM, paid social, video, affiliates and email based on performance signals.
03 / MEASURABLE IMPACT
What changed
in the numbers.
Reported results from the CrowdStreet role. The indexed graph translates the documented 62% year-over-year acquisition increase into an illustrative before/after comparison.
VISUAL 01 / NORMALIZED INDEX
+62% YoYAcquisition grew 62% year over year.
Method: prior year normalized to 100; 100 × 1.62 = 162. These are indexed values, not actual customer counts or monthly observations.
Marketing efficiency improvement
Reported improvement following a more conversion-focused allocation of media investment.
Increase in product profile
Reported outcome of targeted campaigns; source does not define the exact underlying metric.
Increase in inquiries
Reported gain from targeted campaigns.
Social community engagement growth
Reported increase from a client-focused community approach.
WHY THESE MEASURES MATTER TOGETHER
Acquisition growth shows the ability to expand reach and conversion. Efficiency reflects stronger capital allocation. Inquiry and engagement gains indicate broader movement across the customer journey. They are different measures—not interchangeable revenue figures.
04 / THE LEADERSHIP TAKEAWAY
Strategy isn't a deck.
It's a set of decisions.
The lesson I carry forward: growth is an operating discipline.
Define the audience. Build the journey. Test assumptions. Make investment decisions based on performance. Then do it again.
That mindset translates well beyond a single platform—into B2B SaaS, fintech, enterprise demand generation, and any business where marketing must contribute measurable value.
BACK TO SELECTED IMPACT ↗BUILDING A DEMAND ENGINE OR SCALING ONE?