Marketing Ops from Zero
THE WHY
Before this work began, marketing activity at Lavinia Group and K12 Coalition wasn't connected to pipeline. There was no lead scoring, no attribution, no lifecycle automation, and no consistent campaign measurement. Marketing could report on activity, but not on impact, which made it difficult to justify investment or know which efforts were actually working.
THE HOW
I stood up the marketing operating system from scratch: integrating HubSpot and Salesforce, building lead scoring models, implementing attribution, and automating lifecycle campaigns. With no historical baseline to work from, I built reporting that leadership could trust and act on quickly, tying marketing activity directly to pipeline for the first time. I paired this systems work with an ongoing review of the customer journey, using what the data showed to continuously optimize pages and campaigns rather than treating the build as a one-time project.
THE RESULT
Website traffic grew 800% over 16 months. Form submission leads increased 525.9% year over year after simplifying forms and improving landing pages. Bounce rate improved 395.5%, dropping from an average of 73.38% to 14.81%.