Below is a selection of case studies highlighting projects I’ve led across content, growth, conversion optimization, and customer engagement. Each example outlines the context, my role, the actions I took, and the measurable results achieved.
Case study 1: Scaling organic growth for GravityKit
Context:
When I joined GravityKit as their first marketing hire, the brand had minimal organic visibility. Rankings were limited to narrow, product-specific use cases, with significant untapped potential to target broader industry topics. The site’s architecture, product pages, structured data, and blog were largely unoptimized.
My role:
I was tasked with building a complete Content & SEO strategy to drive sustained organic growth, generate consistent leads, and better serve existing customers.
Actions taken:
- Designed and implemented a scalable content publishing pipeline and workflow.
- Managed freelance writers to expand production capacity.
- Published 300+ unique, product-led blog posts aligned with customer needs and search intent.
- Optimized site architecture, internal linking, and structured data for search engines.
- Built targeted landing pages for high-value customer segments.
- Developed lead magnets to capture and nurture inbound interest.
- Partnered with top industry publications to publish guest editorials that boosted brand authority.
Results:
- 100%+ increase in organic traffic
- Achieved rankings for thousands of relevant, high-intent keywords.
- Earned hundreds of new backlinks from authoritative industry sites.
- Increased domain rating by 10+ points, boosting overall search authority.
Case study 2: Developing structured onboarding for WordPress plugin users
Context:
GravityKit offered powerful WordPress plugins, but lacked a structured onboarding system. New customers often struggled to get started, leading to unnecessary support tickets, slower adoption, and a less-than-ideal first impression. A better onboarding experience was essential to improve retention, reduce support load, and create a smoother customer journey.
My role:
I led the creation of onboarding content, focusing on understanding user needs, mapping key onboarding journeys, and delivering the right information at the right time.
Actions taken:
- Built automated onboarding email flows for each product with setup tips, links to resources, and feature highlights.
- Produced in-depth video courses and tutorial guides for beginners.
- Optimized documentation and setup guides for clarity and ease of use.
- Introduced a concise Quick Start Guide to help new users achieve success faster.
Results:
- Support team reported a significant reduction in “beginner” setup questions.
- Customers were able to reach first success with the product more quickly and independently.
- Enhanced onboarding contributed to stronger early retention and better long-term customer satisfaction.
Case study 3: Integrating AI into marketing workflows for efficiency and scale
Context:
The release of powerful AI models from OpenAI, Anthropic, and Google created new opportunities to improve efficiency, automate complex processes, and scale output. GravityKit wanted to explore AI’s potential across departmental workflows, with marketing as a key area for impact.
My role:
I led the integration of AI tools into marketing workflows, identifying high-impact use cases and building automations to increase productivity, streamline processes, and accelerate content delivery.
Actions taken:
- Built an AI agent to generate detailed outlines for high-priority SEO articles, automating keyword research, topic gap analysis, competitor analysis, and outline creation.
- Developed an automated AI-driven article refresh system to update existing posts and pages, keeping content current and search-relevant.
- Integrated tools such as the OpenAI API, Claude API, Google SERP API, Make.com, and n8n for seamless automation.
Results:
- Reduced SEO article planning time by 80%, enabling faster publishing cycles while maintaining or increasing quality.
- Streamlined the content refresh process, allowing updates to be completed in minutes instead of hours.
- Freed up team capacity to focus on higher-value strategic tasks rather than repetitive research.
Case study 4: Maximizing Black Friday & Cyber Monday performance
Context:
In the WordPress industry, Black Friday and Cyber Monday are peak sales periods, with customers actively seeking deals. Successfully capturing this demand can have a significant impact on annual revenue. At GravityKit, there was an opportunity to optimize our BFCM approach to stand out, drive urgency, and increase conversions.
My role:
I owned the BFCM promotion from strategy to execution, handling positioning, deal structuring, and multi-channel promotion to new and existing customers.
Actions taken:
- Developed targeted email campaigns to build anticipation and drive sales.
- Coordinated with the designer to produce on-brand promotional graphics.
- Generated buzz through social media campaigns and targeted ads.
- Optimized the landing page and checkout process for clarity and conversion.
- Formed strategic partnerships to increase offer visibility.
Results:
- Achieved a 45% increase in revenue year over year during the BFCM period.
- Expanded reach and brand awareness within the WordPress ecosystem.
- Strengthened relationships with partner brands for future campaigns.
Case study 5: Improving customer relationships through multi-format content
Context:
GravityKit had a strong development culture but limited customer engagement beyond technical support. We needed a way to build stronger relationships, gather feedback, and engage both prospective and existing customers in a more personal, value-driven way.
My role:
I led marketing initiatives to improve customer engagement, ensuring users felt heard, received timely product updates, and saw their feedback integrated into the development process.
Actions taken:
- Launched and grew a weekly email newsletter featuring product updates, helpful content, ecosystem news, and relevant tools.
- Built live, interactive demo showcases for each of GravityKit’s WordPress products
- Co-hosted monthly livestreams and Q&A sessions highlighting new releases, product updates, and company news.
- Took ownership of the Academy site, bringing it in-house, restructuring it, and publishing guides and video lessons.
- Developed a semi-annual, space-themed print newsletter to create a unique brand touchpoint.
Results:
- Reduced the monthly refund rate by 50% within the first year.
- Achieved a consistent 35%+ open rate on the newsletter, directly generating new conversions.
- Grew the newsletter audience to 5,000+ subscribers.
- Increased YouTube watch time by 15% annually through livestreams, shorts and other video content.
Case study 6: Developing custom programmatic ad targeting for a major US airline
Context:
While working at Avocet (acquired by Lumen Research), a demand-side platform in the adtech space, I was tasked with managing a £500k programmatic advertising campaign for a major US airline. The client wanted innovative targeting beyond standard platform capabilities, specifically a way to identify and reach “frequent travelers.”
My role:
I worked directly with the CEO to design and implement a custom audience targeting strategy, from concept through execution, ensuring the campaign met the client’s CPA (cost per acquisition) goals.
Actions taken:
- Compiled a database of US airport coordinates and built geofences within a 5km radius.
- Developed a Python script to identify users visiting two or more airports in two weeks, labeling them as “frequent travellers.”
- Automated the process to run every 12 hours, continuously adding new users to the segment.
Results:
- Met the client’s CPA target despite the experimental nature of the approach.
- Secured additional budget for future campaigns, adding significant revenue to Avocet’s ARR.
Case study 7: Recovering revenue with an abandoned cart email campaign
Context:
Like most eCommerce companies, GravityKit experienced significant revenue loss from users abandoning their carts before checkout. Hundreds of potential sales were being lost each month, with reasons ranging from distraction and confusing checkout flows to price resistance and payment failures.
My role:
I led the project to research, design, and implement an abandoned cart recovery system, using email automation and A/B testing to recover lost sales and improve conversion rates.
Actions taken:
- Researched abandonment causes and integrated a third-party service to email users who left without checking out.
- Wrote and split tested multiple email sequences using tactics like urgency, social proof, guarantees, and targeted discounts.
- Optimized messaging and design based on performance data to maximize conversions.
Results:
- Generated $30k in additional revenue and recovered 100+ abandoned carts in the first five months.
- Achieved a 13–14% cart recovery rate, above the industry average.
