Audited the full business to find where it was leaking revenue, then built a prioritized roadmap of 14 marketing and retention plays organized by effort and impact. Ran weekly data reviews to keep decisions tied to real numbers, and led ongoing strategic planning with the founder, including a full SWOT and three-year target-setting session.

Directed a complete brand refresh, working with a designer to rebuild the logo, color system, and typography into something cohesive across every channel. Rewrote all of the core messaging myself so the website, email, and other channels spoke in one consistent, trust-building voice, giving everything built afterward a professional foundation from day one.

Migrated the entire website off WordPress and onto Squarespace, transferring every blog post and setting up 301 redirects to preserve SEO. Rebuilt the mobile experience, integrated email forms into custom landing pages, and created a system where new campaign pages could go live in under an hour, each with built-in attribution tracking.

Built the marketing engine using the same enterprise playbooks I'd run at large companies, executed on lean, low-cost tools. Created segmented nurture sequences for every audience, per-channel attribution tracking, and automated onboarding and re-engagement flows that kept members active and surfaced at-risk accounts for the coaching team to follow up with personally.

Built the entire community platform from scratch on Circle.so, with dedicated spaces for every program, onboarding automations, event calendars, and benchmark challenges. Layered in engagement systems like leaderboards and a superuser Inner Circle to combat churn, automating the busywork so the coaches could focus on the genuine human connection that holds a community together.

Designed and built custom tools to solve specific retention and conversion problems. Logger, a no-code workout-logging app, was built as an MVP to validate the concept and gather the usage data needed to inform a full native app build. The Program Picker, a logic-based quiz, guides new members to the right program and became one of the biggest drivers of new sign-ups. I also built a set of HYROX mini-apps, including a workout timer, a race pace calculator, and an equipment substitution guide, that added everyday utility and kept members engaged inside the platform.