Director of Growth





Irving, Texas

Start Date

September 14, 2020

End Date

Testing & UX


RollKall is the only comprehensive off-duty and secondary employment solution for connecting police officers and law enforcement agencies with businesses. As Director of Growth, my primary responsibility is to create a repeatable, scalable and predictable online inbound demand generation engine which operates at 1:4 CAC:LTV unit economics.

Key Highlights

  • Created and implemented an inbound marketing attribution model which successfully identified marketing contributed revenue at a 1:10 CAC:LTV within one quarter.
  • Tested and pivoted digital demand campaigns resulting in an overall 16% decrease in digital marketing spend while improving lead conversion rates by 90%.
  • Reengineered information architecture and scaffolding for the company's website resulting in 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 Q420.