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Consulting Work
Hi! I'm Mitch. I'm a Chief Marketing Officer specializing in HubSpot email marketing + Google Ads. I combine the best of cutting-edge storytelling with performance advertising tactics to build campaigns that drive results. We've sold out events, smashed lead generation goals, and I used to work at Google, too.
Clients include: Hershey's Chocolate, LPL Financial, LeagueApps, Delos, ASU+GSV Summit, Subskribe.
Certifications: HubSpot Agency Certification, Google Ads Certification, Google Analytics Certification, Klaviyo Email Marketing Certfication.
Work Experience
CEO at Brand Your Story Online Oct 2016 - present
• Increased SEM leads by 70.39% for LeagueApps.com. This was 8 months of continued quarter-over-quarter growth.
• Launched 10+ HubSpot workflows for ASU+GSV Summit resulting in Summit selling out for the 1st time and over 94.05% of attendees being touched via email marketing. (email open or click)
• Created company-wide NPS workflows + automated process for Delos.com
Chief Marketing Officer at SalesLeap 2019 - 2021
• Crafted narrative + site launch for B2B start-up. We teach founders how to 2-4x their revenue growth via 5 key shifts.
• Built activation asset copy, design, & execution: "5 Key Shifts to 2-4x Your YoY Revenue Growth"
• 500k revenue generated via outbound + automated email marketing campaigns in HubSpot. This was a comprehensive email plan to activate leads via outbound, then nurture then w/ automated workflows.
Performance Marketing at Google 2011 - 2015
• Managed over $36M annually
• Performance consultant to leading online brands including Warby Parker, SiriusXM Radio, Wedding Wire, etc.
• 32% YoY revenue growth for e-commerce clients using keyword optimization + click-through rate strategies.
Case Studies
Clients include: Hershey's Chocolate, LPL Financial, LeagueApps, Delos, ASU+GSV Summit, Subskribe.
Certifications: HubSpot Agency Certification, Google Ads Certification, Google Analytics Certification, Klaviyo Email Marketing Certfication.
Work Experience
CEO at Brand Your Story Online Oct 2016 - present
• Increased SEM leads by 70.39% for LeagueApps.com. This was 8 months of continued quarter-over-quarter growth.
• Launched 10+ HubSpot workflows for ASU+GSV Summit resulting in Summit selling out for the 1st time and over 94.05% of attendees being touched via email marketing. (email open or click)
• Created company-wide NPS workflows + automated process for Delos.com
Chief Marketing Officer at SalesLeap 2019 - 2021
• Crafted narrative + site launch for B2B start-up. We teach founders how to 2-4x their revenue growth via 5 key shifts.
• Built activation asset copy, design, & execution: "5 Key Shifts to 2-4x Your YoY Revenue Growth"
• 500k revenue generated via outbound + automated email marketing campaigns in HubSpot. This was a comprehensive email plan to activate leads via outbound, then nurture then w/ automated workflows.
Performance Marketing at Google 2011 - 2015
• Managed over $36M annually
• Performance consultant to leading online brands including Warby Parker, SiriusXM Radio, Wedding Wire, etc.
• 32% YoY revenue growth for e-commerce clients using keyword optimization + click-through rate strategies.
Case Studies
Unwrapping Potential: The Hershey Company's Guide to Enhanced Email Marketing
0-6 months | Large Enterprise Project Type: Digital & Mobile Strategy Industry Type: Consumer Goods
Business Unit: Consulting & Advisory
Problem: The Hershey Company faced 3 main challenges with their current email marketing system and strategy:
• Knowledge Gap: Uncertainty in the relationship between marketing expertise and effective Adobe Campaign use.
• Inefficiency in Marketing Campaigns: Challenges in targeting and delays in launching email campaigns.
• Limited Integration Between Platforms: Difficulties in utilizing insights across Adobe Campaign and Adobe Experience Platform.
Action:
• Assessed existing use cases + correlation between team’s marketing knowledge and Adobe Campaign use.
• Created a Crawl, Walk, Run Roadmap to enhance proficiency with Adobe tools.
• Developed 4 standard operating procedures and training for audience segmentation, email sending, and writing email OKRs.
Result:
• +30 pg. powerpoint deliverable with clear recommendation + Crawl, Walk, Run roadmap
• 20% improvement in Adobe Campaign proficiency scores among the team.
• Successfully trained 90% of the marketing team in new standard operating procedures.
• 100% adoption of email OKRs, signifying a unified approach to email marketing goals.
Unwrapping Potential: The Hershey Company's Guide to Enhanced Email Marketing
0-6 months | Large Enterprise Project Type: Digital & Mobile Strategy Industry Type: Consumer Goods
Business Unit: Consulting & Advisory
Problem: The Hershey Company faced 3 main challenges with their current email marketing system and strategy:
• Knowledge Gap: Uncertainty in the relationship between marketing expertise and effective Adobe Campaign use.
• Inefficiency in Marketing Campaigns: Challenges in targeting and delays in launching email campaigns.
• Limited Integration Between Platforms: Difficulties in utilizing insights across Adobe Campaign and Adobe Experience Platform.
Action:
• Assessed existing use cases + correlation between team’s marketing knowledge and Adobe Campaign use.
• Created a Crawl, Walk, Run Roadmap to enhance proficiency with Adobe tools.
• Developed 4 standard operating procedures and training for audience segmentation, email sending, and writing email OKRs.
Result:
• +30 pg. powerpoint deliverable with clear recommendation + Crawl, Walk, Run roadmap
• 20% improvement in Adobe Campaign proficiency scores among the team.
• Successfully trained 90% of the marketing team in new standard operating procedures.
• 100% adoption of email OKRs, signifying a unified approach to email marketing goals.
Webinar Wonders: LPL Financial's Blueprint for Engagement
0-6 months | San Diego, CA | Large EnterpriseProject Type: Digital & Mobile Strategy Industry Type: Financial Services Business Unit: Consulting & Advisory
Problem: LPL Financial faced 3 key obstacles in their webinar program:
• Strategy: No effective plan to promote webinars.
• Delays: Last-minute email campaigns led to low attendance and engagement.
• Performance Metrics: Difficulty in assessing what aspects were successful or needed improvement.
Action:
• Email Campaign: Implemented a comprehensive 7-email strategy covering pre-webinar promotion, day-of reminders, and post-event follow-up.
• Copy Enhancement: Integrated proven copywriting techniques such as bullet points, F-pattern layout, and clear calls-to-action to boost engagement.
• Data-Driven Decisions: Established metrics for monitoring engagement, open rates, and clicks, and initiated A/B testing for continuous improvement.
Result:
• Increased Sign-Ups: Saw a 50% boost in webinar registrations.
• Higher Opens: Open rates increased from 20% to 49%.
• More Clicks: Click-through rates leapt from 2% to 9%.
• Proactive Planning: The entire webinar strategy was executed a month in advance, leading to enhanced results and a more confident team.
From Clicks to Cash: The Rebirth of Delos.com's Marketing and Outbound Sales
12-24 months | New York, NY | Large EnterpriseProject Type: Go-to-Market Strategy Industry Type: Technology
Business Unit: Marketing
Problem: Delos.com suffered from poor open rates, low click-through rates, and low revenue generation from marketing. They needed a comprehensive email workflow strategy including:
• Outbound sequences
• Marketing / nurture workflows
• Lead scoring
• Email & copywriting best practices
Action: Built comprehensive marketing funnel including:
• Downloadable activation assets
• Outbound sequences
• Marketing & nurture workflows
• Launched lead scoring, NPS scores, and data tracking via dashboards
• Elevated all copy and email design using email marketing best practices
Result: After implementing a strategy + program in phases, Delos was able to:
• Increase email open rate 18.08% to 32.33%
• Increase email click-through rate 2.04% to 7.07%
• Increase meeting booking / conversion rate from 1.9% to 10.3%
12-24 months | New York, NY | Large EnterpriseProject Type: Go-to-Market Strategy Industry Type: Technology
Business Unit: Marketing
Problem: Delos.com suffered from poor open rates, low click-through rates, and low revenue generation from marketing. They needed a comprehensive email workflow strategy including:
• Outbound sequences
• Marketing / nurture workflows
• Lead scoring
• Email & copywriting best practices
Action: Built comprehensive marketing funnel including:
• Downloadable activation assets
• Outbound sequences
• Marketing & nurture workflows
• Launched lead scoring, NPS scores, and data tracking via dashboards
• Elevated all copy and email design using email marketing best practices
Result: After implementing a strategy + program in phases, Delos was able to:
• Increase email open rate 18.08% to 32.33%
• Increase email click-through rate 2.04% to 7.07%
• Increase meeting booking / conversion rate from 1.9% to 10.3%