The context
SkyCoach is a marketplace. The founders brought me in after working with me at Studybay, and I worked with both companies during part of this period.
My role
As fractional CMO, I led the marketing work and managed advertising accounts myself, connecting acquisition with conversion and organic growth.
What I did
- Developed and tested advertising creative, working mainly with Meta and also with YouTube and Google Ads.
- Scaled paid acquisition while tracking customer lifetime value against acquisition cost.
- Worked on conversion and expanded the catalogue to reach additional demand.
- Built a programmatic SEO system and developed the organic channel.
What changed
4×
Business profit in 12 months through the combined work on acquisition, conversion and SEO.
Monthly paid advertising spend grew from $20K to $200K in 12 months, while maintaining a 3:1 customer lifetime value to acquisition cost ratio.
Organic traffic increased by 250%, and organic became responsible for 30% of revenue.