Atlassian, a B2B workplace collaboration software company, was heading towards a cloud-first future where it needed to move its marketing processes from being focused on high-touch single product journeys to now self-serve (user onboards on their own), low-touch (light chat support based on bronze/silver status) and high-touch (gold status, enterprise customers) across many products and apps.

The technology, marketing and sales teams were misaligned, and looked for a partner who could speak marketing + sales + technology, which was the role I played. My responsibility was in leading product managers and program managers to enable strategies in lifecycle marketing (prospects growth, lead acquisition, nurture programming, conversion and retention) and move freemium users through the upgrade path, with the goal of activating low-CAC flywheel marketing.

• Aggressively expand market share and scale growth
• Support retail growth of key retailers & key hyper targeted audiences

Brand new fanny pack brand with 0 social proof. We had to start from scratch!

North Drinkware has a fascinating product but their targeting for their facebook campaigns was very broad, although they were driving traffic they were not driving conversions.