At Underline, a fiber network infrastructure startup, I ran performance marketing, direct mail, field events, and marketing analytics—scaling ad spend from $10K to $50K/month while building the data infrastructure to track it all.
Performance Marketing
Built and managed paid acquisition across Google and Meta, scaling monthly spend from $10K to $50K while maintaining 4:1 return on ad spend.
Campaign Setup & Management.
Launched Underline's first paid media campaigns from scratch. Built account structures, created geo-targeted ad sets for specific neighborhoods, and managed ongoing optimization across platforms.
Creative & Testing.
Developed ad creative with the design team, ran A/B tests on messaging and visuals, and identified which angles worked for different neighborhoods. Testimonial ads targeting specific ZIP codes became our best performers.
Attribution.
Built a custom attribution model to track leads across digital ads, direct mail, and grassroots channels—critical for understanding true ROI when customers saw multiple touchpoints before signing up.
Direct Mail
Ran a direct mail program sending 20,000+ postcards per month, using digital campaign data to target the right neighborhoods. Direct mail drove 35% of monthly signups.
Targeting Strategy.
Used insights from digital campaigns to identify high-converting ZIP codes and neighborhoods. Cross-referenced with demographic data to prioritize areas with the best fit for Underline's service.
Creative & Personalization.
Created neighborhood-specific postcard designs and messaging. Tested different offers and creative approaches, then doubled down on what worked in each area.
Tracking & Attribution.
Built SQL queries to connect postcard campaigns with signups, tracking which mailer versions and neighborhoods drove the best results. This data directly informed where we expanded next.
Marketing Analytics
Built the marketing data infrastructure from scratch—consolidating data from ads, email, CRM, and direct mail into BigQuery and creating dashboards that informed weekly decisions and quarterly planning.
Data Infrastructure.
Set up data pipelines from Google Analytics, Facebook Ads, Google Ads, CRM, email platforms, and direct mail vendors into BigQuery. Created a unified view of marketing performance across all channels.
Dashboards & Reporting.
Built SQL dashboards tracking CAC, conversion rates, ROAS, and LTV by channel. Delivered weekly performance reports to the marketing team and leadership as spend scaled 5x.
Budget Planning.
Used channel performance data to recommend budget allocation across paid media and direct mail. Analysis directly informed quarterly marketing plans and helped justify spend increases.
Field Marketing & Events
Planned and executed 30+ in-person events per year—networking meetups, customer appreciation events, and local activations—to build community presence in target markets.
Event Strategy.
Developed an event calendar targeting neighborhoods where Underline was launching service. Mix included customer appreciation events to drive referrals, networking meetups for local businesses, and educational sessions for prospects.
Logistics & Coordination.
Managed end-to-end event production: venue booking, vendor coordination, attendee communications, presentation materials, and day-of execution. Used Asana to coordinate across product, design, and sales teams.
Follow-Up.
Ran post-event email campaigns and retargeting ads to convert attendees. Tracked event-to-signup conversion to prioritize high-performing event types.