Performance, with perspective.
Six channels. Two audiences. One accountable view of performance.
The challenge
Two business models shared one brand and competed for the same creative in a regulated services category.
The decision
Separate the veteran-direct and employer-facing propositions, then connect channel decisions through a weekly executive scorecard.
What I built
Led integrated demand across six channels with more than $500,000 in monthly working media. Reported cost per lead, acquisition cost, and return on ad spend to executive and board-level stakeholders. Directed trade show activity and tested empathy-led messaging.
Two distinct propositions: veteran-direct and employer-facing. No client identifiers are reproduced.
The documented outcome
The portfolio reports $41M+ in client revenue influenced, 11.2× return on ad spend, and cost per lead reduced from $70 to $63.
These are agency-influenced results reported against spend, not solely attributable personal results. The portfolio gives a role period but does not define the exact aggregation window or attribution model for each metric.
Figures and scope are reported in my September 2026 portfolio. Underlying analytics are not reproduced here.