Lead Generation

Took over Meta campaigns for a fast-growing urban football community on a subscription model. Rebuilt the campaign structure, introduced proper testing logic, and reduced CPL from €40+ to under €15.

As the brand expanded from the Netherlands into UK, Belgium, and Sweden, adapted the acquisition strategy market by market — UK showed the strongest product-market fit and became the primary growth engine.

Built weekly reporting covering CPL, trial conversion rates, and member CAC across all markets. Implemented attribution tracking via Amplitude to connect ad performance to actual subscription revenue.

Started as paid acquisition manager for a Norwegian personal development business selling books across multiple niches. Quickly expanded scope beyond ads — built the full ClickFunnels funnel architecture, email sequences in ActiveCampaign, Zapier and Integromat automations, lead tagging and segmentation, and internal reporting systems.

Each funnel step moved customers from a book purchase toward high-ticket ongoing coaching, with automated follow-ups at every stage. The business reached ClickFunnels 2 Comma Club — over $1M in revenue through a single funnel.

Owned the operation alongside the founder, not just the ad account.

The business was running LinkedIn-only lead generation with CPMs so high that most clicks bounced immediately. CPL was above $100 and volume was inconsistent.

Restructured the entire acquisition approach around cold, warm, and hot traffic logic — assigning each channel a defined role in the funnel rather than competing for the same conversion. Meta and Google handled direct acquisition, LinkedIn and Reddit expanded the top of funnel feeding into retargeting sequences.

Rebuilt remarketing and Google Ads structure, introduced proper sequencing, and connected performance tracking through HubSpot to monitor lead quality beyond just form fills.