01 / context
A high-growth, regulated digital consumer platform with several acquisition channels — and no single, shared view of which ones were working.
02 / my role
As Marketing Operations Lead, I drove the analysis and iteration on the channel mix and built the reporting framework.
03 / approach
Iterate on the data
Regular, data-led reviews of acquisition channels, shifting effort toward what performed.
One view for leadership
A cross-functional KPI framework and a set of performance reporting templates, adopted company-wide.
04 / outcome
A meaningful structural shift in the channel mix, and one consistent view of performance by channel that leadership uses to make decisions.