Developed a PLG strategy with customer data platform Segment at the core.
Wrote and maintained and comprehensive data tracking plan for user and company analytics.
Implemented Segment on the Allotrac.io website and product, including development and production environments.
Built and utilised data driven audiences using Segment data, including computed traits to gain a deeper understanding into user behaviour.
Digital Advertising
Designed and implemented digital campaigns
Monitored and reported on campaigns for optimisation
Team Management
Implemented processes to align the marketing team on current goals and objectives
Reduced communication barriers between marketing and the product and operations teams using Jira.
Trained and managed two marketing coordinators in social media management, email marketing and SEO.
Branding
Documented and communicated any amendments to branding.
Enforced branding requirements.
Differentiated Allotrac.io from the original Allotrac software to help position it as the easier alternative.
Website + SEO
Made basic changes to the original Allotrac website using Wix.
Created a new website for Allotrac.io using Webflow.
Optimised the collection of leads and analytical data for the sales team.
SEO management, including SEO audits, recommending fixes, keyword research for new pages, copy writing and creation of new pages and blogs.
Managed all Google product integrations.
CRM + Email Marketing
Managed customer data in Zoho CRM and created relevant email lists in Zoho Campaigns.
Created an automated email workflow to nurture MQLs into SQLs and streamlined the sales process.
Kept customers up to date with company and industry news via a monthly newsletter.
Analytics + Reporting
Reviewed all marketing analytics to learn about the audience and inform/adapt marketing strategies.Implemented conversion tracking and UTM tracking via hidden form fields.
