The company was scaling to nearly $100 million in annual revenue across three markets, but marketing systems were fragmented and reliant on manual workflows, which made cross-team coordination and performance tracking inconsistent.
Built and managed Asana-based operational systems with standardized campaign templates, automated workflows, and shared dashboards to unify design, content, and operations. Partnered with leadership to establish GTM processes and KPI tracking that enabled scalable, repeatable execution across all markets.
Streamlined campaign delivery cycles, improving turnaround speed by 66% and campaign throughput by 100%. Provided real-time visibility into performance metrics, supporting a 30% increase in engagement and inbound leads and aligning marketing operations with ~$100 M in annual sales volume.
I tracked deliverables across three brokerages and up to twelve agents. Here I highlighted the most functional of the Asana boards.
Overarching Marketing Projects
The overarching marketing table was considered the “home” and included projects that spanned over Listing and Brand Marketing.
One table overviewed the tracking deliverables to agents including printable mailers and digital deliverables like email campaigns sent every two weeks and personalized social media posts.
Recurring Tasks
My work covered the two primary types of Asana projects. The first were ongoing process projects for continuous work (like weekly posts or production updates).
This project used automations to assign recurring deadlines for marketing deliverables to ensure timely fulfillment.
An important part of maintaining relationships was celebrating clients at pivotal milestones. Creating automations that ensured each agent was celebrated at their birthday and work-iversary was part of the Recruit, ___, Retain program so that we kept the best agents in the business under our brokerage.
Listing Marketing
The second type of Asana project that my work featured was deadline-driven projects with a clear end date (like a product or listing launch).
This project used automations to assign relational deadlines for marketing deliverables to ensure a strong go-to-market for each home.
Each listing was its own project launch or milestone. The listing moved through each section of the Listing Marketing board, gaining specific tasks along the way. Each deliverable was a task and that task was assigned to a person responsible for its completion. This process repeated itself until the listing was sold.
Marketing Funnels
Agents submitted their listing marketing requests via an Asana form which triggered the first set of tasks in the workflow.
A similar process was used for requests received from the Live.Laugh.Illinois. and Live.Laugh.Montana. brokerages.
Workflow Automations
Workflow automations enabled the listing to move back and forth between sections for scenarios like being re-listed, or getting new photos.
Some automations included dependencies so that all work was approved by the appropriate parties and our agents (who were also considered our clients) could please their clients.
Experimentation
We used an incredibly simplified board to expedite fast-paced experimentation of ideas.
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Before a major PR moment (his appearance on The Joe Rogan Experience), Sam’s web presence was fragmented and outdated.
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Rebuilt his brand and website from the ground up, aligning visuals and tone with his darkly comedic, literary persona. Integrated e-commerce and event modules to handle traffic surges.
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Web traffic grew 141%, book sales skyrocketed ten-fold, and the rebrand helped position Sam as one of the most sought-after touring comics of the year.
Primitive, a DeFi/AMM fintech startup, needed to clarify complex technical concepts and improve credibility during early-stage growth and product launch.
Partnered with founders, engineers, and product leads to craft positioning, develop GTM communication playbooks, and coordinate launch operations across product, engineering, and PR. Edited and authored white papers, blog posts, and technical materials to translate sophisticated AMM concepts into accessible narratives.
Contributed to $1.7M in TVL growth, doubled media mentions (+100%), and cut revision cycles by 50% through standardized stakeholder templates. Established a scalable communications infrastructure that supported future launches and investor relations.
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