Unbounce is a SaaS platform that focuses on conversion tools (landing pages and convertables (Overlays)) for marketing teams and advertising agencies. Unbounce was starting to lose market share to competitors who entered the market over the fews years.
The company only focused on content marketing to grow the business since it launched. This meant there was never a focus on search engine optimization (SEO), paid media and other marketing channels. I needed to figure out how to build a paid media stack from scratch while maintaining profitable.
The Americas, EMEA and APAC
I was responsible for budget planning, forecasting and P&Ls each year. I managed and executed our paid media strategy across the Americas, EMEA and APAC. I managed all key relationships with vendors across advertising and technology. Finally, I worked with other departments and teams in marketing to support any paid media initiatives they wanted to launch.
My first two weeks were spent auditing what had been done in the past. I used that data to launch in 15 countries within 3 months. Once we were profitable and saw consistent monthly recurring revenue (MRR), we moved over to Bing and started growing that channel. At 6 months, we launched campaigns to cover any country not in our top 15 while looking for new opportunities beyond paid search. These new opportunities included using Facebook, programmatic, display and remarketing to grow Unbounce to $2MM/ARR across the Americas, EMEA and APAC.
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