Building the marketing function
Media budget scaled 4x on leadership approval; an in-house team, the internal call centre and an external partner network delivering to one conversion goal; field incentives aligned across 30+ sites
The problem
Paid media could produce leads, but whether a lead became a completed job depended almost entirely on people outside marketing — call-centre agents, technicians and area managers across 30+ sites, most of whom did not report to me. Better targeting alone could not move that.
What I did
- Built the marketing function from the ground up: in-house team, internal call centre and an external partner bench, aligned on a single conversion goal rather than channel-level vanity metrics.
- Own the partner portfolio end to end — call centre, creative, events and specialist freelancers — including scope, briefs, delivery and quality.
- Carry the media budget, scaled 4x on the strength of attributed revenue rather than projected reach.
- Designed a field performance incentive scheme tying frontline behaviour to site-level KPIs.
- Built the C-suite business case for a payments and loyalty partnership.
- Set the transformation roadmap with senior leadership, and put in place the reporting they run on.
Stack
- Looker Studio
- Power BI
- GA4
- GTM