Overview
As Director of Growth, I was responsible for building a repeatable, scalable inbound and ABM demand engine for RollKall that operated at sustainable unit economics, along with the website backend to convert visitors into MQLs and SQLs as the business expanded across law enforcement agencies.
Key Highlights
- Built inbound and ABM programs targeting officers, agency command staff, and procurement teams, reaching a 4:1 LTV:CAC ratio.
- Created an inbound marketing attribution model that identified marketing-contributed revenue at a 1:10 CAC:LTV within one quarter.
- Tested and pivoted digital demand campaigns, decreasing digital marketing spend 16% while improving lead conversion rates by 90%.
- Led ICP research and persona modeling with sales leadership, shaping positioning, pricing, and pipeline priorities.
- Reengineered the website's information architecture, driving a 10% increase in web sessions, a 93% increase in page views, a 76% increase in pages per session, and a 62% decrease in bounce rate over Q4 2020.
