Growth, Freemium, & Full-Funnel Optimization at EMARKETER
Led the launch and ongoing optimization of a freemium model, referral program, and welcome email series, boosting user activation, engagement, and retention.
Owned ABM strategy, website conversion optimization, and multi-channel paid media execution. Improved campaign efficiency by reducing spend, refining targeting, and lowering CPAs, while reallocating budget to channels with the highest ROI.
Strategic Campaigns
Led cross-functional marketing efforts for high-impact webinars, including “What Tariffs, Antitrust Legislation, and More Mean for Marketers and Advertisers”—a live event designed to address emerging economic risks and drive audience engagement at the executive level. Partnered closely with analysts and content teams to position EMARKETER as a trusted source for navigating market volatility. Leveraged paid and organic promotion strategies to maximize registrations and attendance, generating high-intent leads and reinforcing EMARKETER’s authority across retail, ecommerce, and media sectors.
Event Strategy
Led go-to-market strategy and campaign execution for EMARKETER’s participation in POSSIBLE 2025, positioning the brand as a thought leader onstage and online. Collaborated with executive leadership and top analysts to promote the “EMARKETER's Outlook on AI Search, Brand Safety, and How to Compete Against the Triopoly” session, spotlighting emerging digital trends and platform disruption. Orchestrated pre-event promotions, live engagement, and post-event lead capture through curated content, session guides, and downloadables—driving brand awareness, audience engagement, and high-quality MQLs from senior marketing decision-makers.
Freemium
Implemented a freemium growth model that allowed readers to register for unlimited article access, converting high-intent visitors into known users and fueling a scalable email acquisition and engagement engine for media subscriptions and sales outreach. This strategy increased retention, reduced CAC, and enabled targeted nurture and monetization campaigns.
Newsletter Acquisition
Redesigned the EMARKETER newsletter registration page and email onboarding flow, improving usability and reducing friction, leading to higher conversion rates and list growth. Streamlined form fields, clarified value props, and segmented onboarding emails by industry and interest, boosting engagement and positioning newsletters as a top channel for driving repeat traffic and subscriber retention.
