Events
Event Marketing
Planned and executed 30+ annual in-person events across target markets, building community presence and driving brand awareness through diverse event programming that engaged customers, prospects, and business partners.
Integrated Marketing & Lead Nurturing. Executed post-event engagement strategies that funneled participants into email campaigns and ad retargeting sequences, maximizing event ROI through systematic lead nurturing. Managed both customer appreciation initiatives and prospect education programs to support different funnel stages.
Community-Driven Event Strategy & Programming. Developed comprehensive event portfolio including community-driven networking events, customer success celebrations, educational townhalls, and local market activations. Focused on establishing Underline's presence within local business communities while creating meaningful touchpoints for relationship building.
Cross-Functional Event Production & Management. Coordinated complex event logistics using Asana for project management, collaborating with product, design, and sales teams to ensure consistent messaging and impactful content delivery. Created presentation materials and managed all event touchpoints from planning through post-event follow-up campaigns.
Data
Data Strategy
Built comprehensive data infrastructure and analytics framework to support 5x spending scale-up, integrating multi-channel performance data to drive strategic budget allocation and quarterly marketing planning.
Strategic Analytics & Budget Planning. Delivered weekly performance reports to marketing team and provided data-driven recommendations that directly informed quarterly marketing budget decisions. Analyzed channel performance trends and ROI metrics to guide strategic spending distribution across paid media and direct mail campaigns.
Cross-Channel Data Integration & Infrastructure. Consolidated data streams from Google Analytics, Facebook/Google Ads, CRM, email platforms, and direct mail performance into BigQuery, creating a unified data warehouse that enabled holistic performance tracking across all marketing channels during rapid scaling phase.
Performance Dashboard Development. Built comprehensive SQL dashboards tracking CAC, CVR, ROAS, funnel analysis, LTV, and channel performance metrics. Developed automated reporting systems that provided real-time visibility into campaign performance as monthly spend scaled from $10K to $50K.
Direct Mail
Scaled a data-driven direct mail program that leveraged paid media insights for hyper-local targeting contributing to an increase in monthly signups through strategic neighborhood-level personalization.
Attribution & Performance Analytics. Built comprehensive SQL tracking system using joins to connect signups with specific mailer types, geographic targeting, and multi-touchpoint customer journeys. Established clear attribution methodology to measure direct mail's contribution to the overall acquisition funnel and optimize campaign performance.
Data-Driven Audience Strategy & Targeting. Integrated Meta and Google Ads audience insights with demographic data to create hyper-targeted campaigns by zip code and neighborhood. Analyzed digital campaign performance to identify messaging and creative elements that resonated with specific geographic segments, enabling precision targeting at the local level.
Creative Testing & Message Optimization. Developed and executed A/B testing framework across different zip codes and neighborhoods, testing messaging variations to optimize for local market preferences. Created neighborhood-specific creative that spoke directly to each segment's unique needs and pain points based on digital advertising learnings.
20k+
Postcards delivered/month
35%
Monthly signups attributed to direct mail
Performance
Performance Marketing
Launched a performance marketing system from scratch to scale user acquisition.
Attribution + segmentation. Introduced a custom lead attribution model across digital, print, and grassroots, and deployed segmented testimonial ads based on ZIP and income data.
Performance marketing strategy. Developed the paid media program from 0 to 1, secured test budget, aligned creative with brand.
Full-funnel campaign execution. Launched and optimized ad sets across Meta and Google, including geo-targeted creative.
4:1
ROAS
40% ↑
New customer signups
4X
Site traffic
40% ↑
New customer
signups
4x
Site traffic
4:1
ROAS
Full-funnel campaign execution. Launched and optimized ad sets across Meta and Google, including geo-targeted creative.
Attribution + segmentation. Introduced a custom lead attribution model across digital, print, and grassroots, and deployed segmented testimonial ads based on ZIP and income data.
Performance marketing strategy. Developed the paid media program from 0 to 1, secured test budget, aligned creative with brand.
Launched a performance marketing system from scratch to scale user acquisition.
Performance Marketing
Performance
Underline builds and operates modern fiber networks that support internet access, water systems, and energy infrastructure, helping communities thrive through a fully financed and managed solution
Underline builds and operates modern fiber networks that support internet access, water systems, and energy infrastructure, helping communities thrive through a fully financed and managed solution
Creative Testing & Message Optimization. Developed and executed A/B testing framework across different zip codes and neighborhoods, testing messaging variations to optimize for local market preferences. Created neighborhood-specific creative that spoke directly to each segment's unique needs and pain points based on digital advertising learnings.
Data-Driven Audience Strategy & Targeting. Integrated Meta and Google Ads audience insights with demographic data to create hyper-targeted campaigns by zip code and neighborhood. Analyzed digital campaign performance to identify messaging and creative elements that resonated with specific geographic segments, enabling precision targeting at the local level.
Attribution + segmentation. Introduced a custom lead attribution model across digital, print, and grassroots, and deployed segmented testimonial ads based on ZIP and income data.
Direct Mail
Scaled a data-driven direct mail program that leveraged paid media insights for hyper-local targeting contributing to an increase in monthly signups through strategic neighborhood-level personalization.
20k+
Site traffic
35%
New customer
signups
Cross-Functional Event Production & Management. Coordinated complex event logistics using Asana for project management, collaborating with product, design, and sales teams to ensure consistent messaging and impactful content delivery. Created presentation materials and managed all event touchpoints from planning through post-event follow-up campaigns.
Integrated Marketing & Lead Nurturing. Executed post-event engagement strategies that funneled participants into email campaigns and ad retargeting sequences, maximizing event ROI through systematic lead nurturing. Managed both customer appreciation initiatives and prospect education programs to support different funnel stages.
Built comprehensive data infrastructure and analytics framework to support 5x spending scale-up, integrating multi-channel performance data to drive strategic budget allocation and quarterly marketing planning.
Event Marketing
Events
Community-Driven Event Strategy & Programming. Developed comprehensive event portfolio including community-driven networking events, customer success celebrations, educational townhalls, and local market activations. Focused on establishing Underline's presence within local business communities while creating meaningful touchpoints for relationship building.
Data Strategy
Data
Performance marketing strategy. Developed the paid media program from 0 to 1, secured test budget, aligned creative with brand.
Creative Testing & Message Optimization. Developed and executed A/B testing framework across different zip codes and neighborhoods, testing messaging variations to optimize for local market preferences. Created neighborhood-specific creative that spoke directly to each segment's unique needs and pain points based on digital advertising learnings.
Strategic Analytics & Budget Planning. Delivered weekly performance reports to marketing team and provided data-driven recommendations that directly informed quarterly marketing budget decisions. Analyzed channel performance trends and ROI metrics to guide strategic spending distribution across paid media and direct mail campaigns.
Built comprehensive data infrastructure and analytics framework to support 5x spending scale-up, integrating multi-channel performance data to drive strategic budget allocation and quarterly marketing planning.