As Director of Marketing, I spearheaded customer acquisition, brand evolution, and lifecycle automation for a child-safe smartphone ecosystem. By revamping conversion funnels and optimizing performance marketing, I cut Customer Acquisition Cost (CAC) by 33% while driving over $20K USD in promotional sales—the largest campaign order volume in company history.
Role: Director of Marketing
Industry / Sector: EdTech / Family Technology / Consumer Hardware
Scope: Go-To-Market Strategy, Performance Marketing, Lifecycle Automation, Website Rebrand, Creator & Ambassador Programs, Cross-Functional Enablement
Platforms & Tech Stack: Custom Android Hardware & Pinwheel OS, HubSpot (CRM & Marketing Hub), Meta Ads Manager, Google Ads, Google Analytics, Teamwork
33% CAC Reduction: Cut Customer Acquisition Cost to under $10, comfortably beating the $15 target benchmark.Record Promotional Volume: Designed and executed a promotional campaign generating over $20K USD in direct sales—the highest campaign order volume in company history.
Team Upskilling & Leadership: Conducted skill benchmark testing for early-career hires and interns, establishing structured training pathways across HubSpot workflows, blogging, coupon management, and campaign content creation.Multi-Channel
Social Expansion: Launched company presence across two new social media platforms and scaled a third, producing consistent short-form video, custom GIFs, and campaign-driven visual assets.
Organic Community Engine: Built and launched a brand ambassador program from scratch, tapping parent advocates and creators as an acquisition driver.
Operational Enablement: Authored standard response workflows for customer support and collaborated directly with Product and Engineering to streamline cross-functional GTM messaging.
Website Rebrand: Partnered with an external design agency to oversee a comprehensive website refresh, elevating brand perception and establishing market authority in the child-safe smartphone space.
Core Messaging Frameworks: Refined messaging frameworks to balance parent control features (contact safelists, custom usage schedules) with kid independence and safety.
HubSpot Automation: Architected automated email workflows in HubSpot for prospective lead acquisition, onboarding sequences, and user retention.
Paid Funnel Strategy: Streamlined paid media funnels across Meta and Google Ads to drive high-intent traffic while protecting acquisition unit economics.
Intern Program Leadership: Managed and expanded the marketing internship program, recruiting early-career talent, establishing structured workflows, and delegating real-world project ownership.
Skill Benchmarking & Assessment: Conducted baseline skill benchmark testing for early-career hires and interns to map core strengths and identify upskilling opportunities.
Structured Team Upskilling: Developed structured training pathways covering HubSpot workflow management, blogging, coupon strategy, and multi-format content creation.
Record Order Volume: Executed end-to-end promotional campaigns that generated over $20K USD in direct sales, marking the largest single-campaign order volume in company history.
Sub-$10 CAC Efficiency: Optimized target audiences and ad creatives across paid channels to achieve a sub-$10 Customer Acquisition Cost (beating the $15 target benchmark).
Platform Launches: Launched Pinwheel’s presence across two new social media platforms and expanded a third channel with consistent, campaign-aligned content strategies.
Visual Asset Creation: Produced high-converting visual content, including short-form video, custom GIFs, and custom imagery, to drive campaign goals and engagement.
Brand Ambassador Network: Architected the structure, incentive model, and onboarding framework for a new brand ambassador program to drive organic adoption.
Customer Support Templates: Authored standardized response libraries for customer support teams to maintain brand consistency and improve response times during high-volume sales.
Tier-1 Media Coverage
The Wall Street Journal Feature: Coordinated targeted media outreach securing a featured highlight in The Wall Street Journal, cementing the brands reputation as a premier child-safe smartphone for families.
National Authority Building: leveraged tier-1 media placements to boost brand trust among risk-averse parents and differentiate from standard smartphones
Parent-First Storytelling: Crafted compelling press narratives around digital safety, healthy screen habits, and parent peace of mind to drive organic interest across parenting and tech outlets.
Feature Highlights: Positioned key product features—such as contact safelists, usage scheduling, and therapist-vetted apps—in media commentary and interview prep.
Digital Wellness Lab Representation: Appointed to represent the company on the advisory council for Boston Children’s Hospital’s Digital Wellness Lab, collaborating with clinical experts and researchers to advocate for evidence-based digital safety standards.
Industry Thought Leadership: Positioned the company as an authority in kid-safe technology across national panels, podcasts, and industry discussions to strengthen institutional trust with safety-conscious parents.