A global education technology leader acquired an innovative startup with a student-centered, teacher-driven adaptive learning platform. The objective was to preserve startup velocity, align to enterprise scale, and accelerate K–12 adoption. I led marketing operations and produced measurable growth with campaigns, automation, and user journeys.
Scaling campaigns and systems
I composed multi-channel campaigns and coordinated a six-month website migration with a full collateral refresh. While the rebuild progressed, I optimized existing pages and assets to sustain engagement, aligning cross-functional stakeholders to hit deadlines in a meeting-heavy environment.
Driving adoption and retention
Active use sat at 67%. Partnering with engineering and sales, I launched onboarding nurtures, in-product guidance, and feedback loops to remove barriers to first value. Active usage reached 94% by late 2020 (+29%), improving renewal health and classroom outcomes.
Converting freemium to premium
Working with SDR leadership, I elevated demo visibility and form placement, refined copy, and streamlined fields. Marketing-qualified leads grew from ~25,000 to 33,000 year over year (+33%), strengthening the sales pipeline.
Reviving community advocacy
The ambassador community was quiet (1,242 members). I rebuilt it with social campaigns, onboarding sequences, and incentive programs. Membership increased to 1,480 (+19%), with advocates supporting webinars and referrals.
Building automation and qualification paths
I designed a HubSpot onboarding workflow guiding teachers from sign-up to first roster with progressive profiling, timed nudges, and a roster-success branch. Converters advanced into a qualified segment for adoption support and sales follow-up; non-converters received simulated live webinar invites.
Impact of K-12 adaptive learning marketing operations
- +30% free teacher sign-ups (306k → 397k in 2020).
- +29% active usage/retention (67% → 94%).
- +33% MQLs (25k → 33k).
- +19% ambassador conversions (1,242 → 1,480).
- Website + collateral migrated on time while sustaining engagement.
Growth story with lasting impact
As the program scaled, the platform served over 10M+ students and generated $5.2M in annual revenue. The marketing operations foundation across onboarding, campaigns, lead flow, and community powered this momentum and supported industry recognition for research-based product design.
