Strategic Growth Initiatives

2024 Chief Revenue Officer

Diversifying Earned Revenue Strategy at The Pivot Fund

The Pivot Fund

Executive Summary

As Chief Revenue Officer at The Pivot Fund in February 2024, I recognized a critical revenue gap: the organization's dependence on philanthropy was jeopardizing its ability to achieve a $250,000 earned income goal in Year 1. I proactively developed and executed a multi-channel revenue strategy that introduced sponsorship-driven programming across email, podcast and webinar platforms. In addition, I conceptualized an annual flagship event and high-engagement editorial workshops for grantees. By June 2025, this initiative led to $281,000 in confirmed earned revenue and $325,000 in total projected revenue, exceeding the target and reinforcing the organization's financial sustainability model.

$281K Confirmed Revenue
14+ New Partners
30% Above Target
20+ Grantees Supported

Context and Challenge

Background: The Pivot Fund is a mission-driven nonprofit committed to supporting community-based newsrooms. However, its early-stage growth relied heavily on philanthropy, with no defined programming-driven revenue streams in place. The lack of diversified revenue sources limited scalability and exposed the organization to financial risk.

Business Challenge: To achieve its $250,000 Year 1 earned income target, the organization needed a scalable, replicable and brand-aligned revenue infrastructure. The challenge was to craft monetization pathways that didn't disrupt editorial integrity while introducing partnership opportunities attractive to corporate sponsors and mission-aligned collaborators.

Strategic Approach

Planning and Development: I initiated a conversation with the CEO to present a comprehensive strategic revenue expansion plan, built around integrating monetizable programming into the core brand. The strategy focused on three pillars:

  • Sponsorship Activation: Monetizing high-engagement channels like newsletters, podcasts and webinars.
  • Publisher Engagement: Launching editorial workshops to create value for grantees while opening sponsorship windows.
  • Flagship Programming: Developing an annual event to serve as a branded tentpole for partnership and donor visibility.

Implementation:

  • Designed and launched new sponsorship packages across digital content streams.
  • Created internal frameworks for tracking pipeline performance and partner conversion metrics.
  • Facilitated remote coordination across internal teams and external stakeholders to ensure consistent messaging and scalable rollout.
  • Aligned the new programming with both audience development goals and revenue projections.

Impact

Quantifiable Outcomes

  • $281,000 in confirmed earned revenue by June 2025, with $325,000 in total projected pipeline, exceeding the original target by 30%.
  • Successfully launched 3 new monetized content streams and 1 annual flagship event, offering multiple entry points for corporate partnerships.
  • Increased sponsorship engagement by 14+ partners, many of whom were first-time funders.
  • Provided virtual revenue strategy consulting to 20+ grantees, enabling them to replicate similar programming models.

Qualitative Achievements

  • Strengthened executive alignment on sustainable revenue planning.
  • Positioned The Pivot Fund as a thought leader in nonprofit media monetization.
  • Fostered a culture of innovation and proactive revenue generation within the organization.
  • Created new visibility channels for funders, leading to deeper relationship-building.

Lessons Learned

This experience underscored the value of early strategic alignment, platform monetization and partner-centered content design. It also reaffirmed that remote collaboration; when guided by a strong strategy can yield rapid, high-impact revenue results in a lean nonprofit environment.

Conclusion

Through data-driven planning, cross-functional execution and intentional partner engagement, I delivered a repeatable revenue model that strengthened The Pivot Fund's financial independence and laid the groundwork for future growth. This case exemplifies my ability to lead remote teams, craft monetization strategy and turn abstract goals into tangible revenue performance.

Technical Proficiencies Utilized

  • Google Workspace
  • Salesforce CRM
  • Slack & Zoom
  • Mailchimp & HubSpot
  • Asana & Trello
  • Google Analytics

Core Competencies Displayed

  • Revenue Strategy & Forecasting
  • Business Development & Sponsorship Sales
  • Remote Stakeholder Engagement
  • Cross-Functional Team Leadership
  • Content Monetization & Program Design
  • Campaign Management & KPI Tracking
  • Strategic Planning & Innovation Execution
2022 Director of Growth and Partnerships

Rebuilding Audience Engagement Through Strategic Content and Product Restructuring

inewsource

Executive Summary

As the Director of Growth and Partnerships at inewsource, I was tasked with improving underperforming audience engagement metrics across our digital platforms. By analyzing historical performance data, conducting user research and restructuring internal teams into dedicated Content and Product units, I spearheaded a full website redesign and mobile app launch. These efforts led to an 86% drop in bounce rate, a 75% increase in users staying 1-2:59 minutes and a 104% rise in long-session users (3-10 minutes) all within three months of relaunch.

86% Bounce Rate Reduction
75% Medium Session Growth
104% Long Session Growth
3 New Team Roles

Context and Challenge

Background: inewsource is a nonprofit investigative newsroom committed to producing impactful public-interest journalism. However, by April 2022, our digital content performance indicators; including pageviews, returning visits, new user acquisition and session depth were significantly underperforming despite high editorial quality.

Business Challenge: The root issues stemmed from a misaligned internal structure and outdated digital experience. We lacked a segmented approach to content creation and user engagement, resulting in a diluted brand presence and friction in the user journey. The challenge was to design and implement a data-driven audience strategy, enhance platform interaction and structure internal teams to support sustained digital growth.

Strategic Approach

Planning and Development:

  • Conducted a strategic audit of three years of audience engagement data using Google Analytics to uncover performance trends and drop-off points.
  • Designed and launched user surveys to gather qualitative insights on content preferences, platform usability and engagement behavior.
  • Identified critical UX friction points and underutilized interactive features limiting user retention and satisfaction.
  • Developed a data-driven proposal to address gaps and presented it to executive leadership.
  • Secured CEO buy-in to restructure the audience department into two specialized teams:
    • Content Pod – Focused on platform-specific publishing strategy and audience resonance.
    • Product Pod – Dedicated to UX enhancements and interactive feature deployment.

Implementation:

  • Team Structuring: Hired and onboarded three new roles; Content Manager, Content Producer and Product Manager to build focused capacity.
  • User Experience Enhancements: Oversaw the complete website redevelopment with a focus on user-centered design and thematic content structuring.
  • New Engagement Features: Introduced tools such as text-to-speech, interactive polls, commenting features and video embeds to deepen user interaction.
  • Community Integration: Launched a mobile app and hosted pop-up newsrooms and listening sessions to reconnect with the audience.
  • Cross-functional Execution: Used Slack and Asana to align remote team efforts and deliver timely execution of the product roadmap.

Impact

Quantifiable Outcomes

  • 86% decrease in bounce rate within 3 months
  • 75% increase in users spending 1-2:59 minutes per session
  • 104% increase in users engaging for 3-10 minutes
  • Strengthened cross-functional ownership of KPIs and content performance metrics

Qualitative Achievements

  • Built a scalable internal model that aligned content production with product innovation
  • Instilled a culture of behavioral analytics, strategic experimentation, and cross-functional collaboration
  • Increased editorial visibility and deepened user loyalty through platform-driven storytelling

Lessons Learned

This initiative underscored the value of combining audience data, strategic team structure and feature innovation in driving engagement. It highlighted the importance of clear ownership, rapid iteration and listening closely to users. Above all, it reinforced that strong growth leadership lies in identifying systemic gaps and building cross-functional solutions that unlock measurable performance.

Conclusion

Through audience-driven strategy, cross-team alignment and rapid digital innovation, I transformed inewsource's engagement model. This experience solidified my ability to lead remote teams, optimize UX and convert growth opportunities into lasting impact.

Technical Proficiencies Utilized

  • Google Analytics
  • WordPress
  • Slack & Asana
  • Google Data Studio
  • Mailchimp
  • Zoom & Trello

Core Competencies Displayed

  • Growth Strategy and Audience Development
  • User Experience (UX) Optimization
  • Content Strategy and Digital Engagement
  • Remote Cross-Functional Team Leadership
  • Behavioral Data Analysis and KPI Tracking
  • Product Innovation and Feature Rollout
  • Strategic Planning and Agile Execution
2019 Advertising Director

Launching a Scalable Digital Revenue Strategy at The Daily Memphian

The Daily Memphian

Executive Summary

As Advertising Director at The Daily Memphian, I was hired in April 2019 to establish a formal advertising department and develop a comprehensive digital revenue strategy. At the time, the organization had no go-to-market plan, sales infrastructure, revenue pipeline or advertiser offerings. By designing a data-driven sales model and implementing the necessary operational tools, I scaled annual revenue from $85,000 to $1.3 million in under a year and further increased it to $2 million in 2020 despite pandemic conditions. I also introduced a programmatic remnant monetization stream that generated an additional $144,000 annually, helping position the organization for long-term financial sustainability.

$1.3M First Year Revenue
$2M 2020 Revenue
88% Advertiser Retention
$144K Annual Programmatic Revenue

Context and Challenge

Background: The Daily Memphian was a young regional news platform aiming to establish itself as a sustainable, independent media outlet. However, it lacked a structured approach to monetizing its growing digital audience, with no formalized inventory, no campaign management systems and no active client pipeline.

Business Challenge: The organization needed to rapidly operationalize its revenue potential by launching a scalable, modern advertising strategy that would appeal to both local and national partners. This required building infrastructure from scratch, defining monetization products and creating a sales engine capable of delivering and tracking real results.

Strategic Approach

Planning and Development:

  • Conducted a detailed analysis of eight months of audience engagement using Google Analytics to identify high-traffic pages, geographic trends and content categories with sponsorship potential.
  • Designed a diversified digital revenue strategy aligned with audience behavior and advertiser demand.
  • Developed multiple monetization products, including:
    • CPM-based run-of-site placements
    • Sponsored newsletter banners
    • Branded content
    • Editorial and event sponsorships
    • Share-of-voice display ads for premium partners

Implementation:

  • Led the rollout of Salesforce CRM to manage advertiser accounts, sales forecasting and receivables.
  • Project-managed the integration of Advendio, streamlining campaign booking, invoicing and ad delivery workflows.
  • Launched a programmatic remnant strategy that monetized unsold inventory, generating $12,000/month in passive revenue.
  • Trained the sales team on consultative selling techniques, pipeline management and campaign performance tracking to ensure advertiser retention and success.

Impact

Quantifiable Outcomes

  • Increased annual revenue from $85K to $1.3M within 12 months
  • Grew revenue to $2M in 2020, despite pandemic disruption
  • Retained 88% of advertiser business and expanded new revenue by 72%
  • Generated $144K/year in passive programmatic income from remnant inventory
  • Successfully launched and scaled a full-service digital advertising infrastructure from scratch

Qualitative Achievements

  • Built advertiser trust through data-backed campaign performance and reporting
  • Introduced a flexible pricing model and product mix that attracted both B2B and B2C clients
  • Strengthened cross-functional collaboration with editorial and product teams
  • Established The Daily Memphian as a credible regional advertising platform with modern operations

Lessons Learned

This project proved that even without legacy infrastructure, rapid growth is possible when strategy, execution and data are aligned. I learned the power of pairing audience analytics with monetization design and how building operational systems like CRM and ad management tools is essential to scaling revenue predictably and sustainably. Resilience during COVID also reinforced the need for product diversification and revenue agility.

Conclusion

Through strategic planning, cross-team collaboration and the integration of modern revenue tools, I transformed The Daily Memphian's revenue model from non-existent to a multi-million-dollar engine. This initiative demonstrated my ability to build and scale digital revenue strategies that deliver measurable business outcomes, even in lean startup environments or during macroeconomic disruption.

Technical Proficiencies Utilized

  • Salesforce CRM
  • Advendio
  • Google Analytics
  • Mailchimp
  • Slack & Asana

Core Competencies Displayed

  • Revenue Strategy and Monetization Design
  • CRM Management and Sales Operations
  • Digital Advertising and Programmatic Revenue
  • Business Development and Partner Acquisition
  • Data-Driven Decision Making
  • Cross-Functional Team Leadership
  • Campaign Management and ROI Optimization
2016 Advertising Director

Experiential Marketing as a Revenue Diversification Strategy

Contemporary Media Inc.

Executive Summary

As the Advertising Director at Contemporary Media Inc. in April 2016, I was tasked with reversing a steep and unsustainable decline in print advertising revenue, which accounted for over 90% of total income. With weekly revenue targets frequently missed and unsold ad inventory growing, I led a strategic pivot toward experiential marketing. By launching four annual events rooted in food, music and culture, I generated $180,000 in new recurring revenue and cultivated secondary revenue streams through new advertiser relationships effectively restoring growth momentum and expanding our monetization model.

$180K Annual Revenue
4 Signature Events
90% Print Revenue Decline Reversed
Multiple New Advertisers Acquired

Context and Challenge

Background: Contemporary Media Inc. was a legacy media company with deep roots in local journalism and strong community brand recognition. However, by 2016, the industry-wide decline in print advertising had begun to severely affect our financial health. Although digital advertising was on the rise, our infrastructure and advertiser readiness were not mature enough to drive immediate conversion.

Business Challenge: The core challenge was to mitigate shrinking print revenue without relying solely on underdeveloped digital channels. We needed to rapidly introduce new revenue streams that leveraged our existing brand equity, expanded our advertiser base and re-engaged our audience all without significant upfront investment or a full digital pivot.

Strategic Approach

Planning and Development:

  • Held multiple strategy sessions with senior leadership to assess the long-term viability of print revenue and limitations of existing digital growth.
  • Proposed a pivot to experiential marketing as a new monetization path, capitalizing on our strong local brand presence in food, music and cultural verticals.
  • Audited our advertiser ecosystem to identify high-engagement sectors such as restaurants, breweries and event sponsors suited for in-person activations.
  • Designed a scalable event strategy focused on community-driven experiences that could generate immediate revenue via sponsorships and ticket sales.
  • Positioned the initiative to simultaneously attract new advertisers and deepen existing partnerships through shared brand exposure and audience access.

Implementation:

  • Revenue Innovation: I spearheaded the development and launch of four signature events per year including restaurant showcases and culinary competitions that generated an average of $45,000 each. These events were monetized through ticketing, local sponsorships and brand activations, totaling $180,000 in annual revenue.
  • Advertiser Engagement: The events acted as live platforms for B2B relationship-building, allowing us to convert participants into new advertisers. This created a secondary revenue pipeline, expanding our base beyond traditional clients and diversifying future ad revenue.
  • Integrated Campaign Execution: I led cross-functional coordination between editorial, sales, and marketing teams to deliver cohesive campaigns that spanned email marketing, content strategy and social media promotions, ensuring strong attendance and brand alignment.

Impact

Quantifiable Outcomes

  • $180,000 in new recurring annual revenue through experiential events.
  • 4 signature events launched and operationalized as annual programs.
  • Multiple new advertisers acquired directly through event participation.
  • Increased audience engagement and stronger advertiser retention through brand alignment.

Qualitative Achievements

  • Demonstrated strategic agility by transforming crisis into opportunity.
  • Elevated the company's public perception through community-centered programming.
  • Enhanced internal collaboration and morale by creating a shared revenue mission.

Lessons Learned

This project reinforced the value of revenue diversification, audience-centric strategy and cross-functional alignment. It proved that even legacy media brands can thrive when they adapt with creativity and responsiveness. The success of this model validated experiential marketing as a viable revenue engine and one that builds trust, brand loyalty and new business pipelines that go beyond traditional ad sales.

Conclusion

Through strategic planning, cross-team execution and a data-informed shift in revenue strategy, I delivered a replicable and scalable experiential marketing model that restored growth at a critical time. This case demonstrates my ability to lead transformation, navigate declining markets and align monetization efforts with organizational goals.

Technical Proficiencies Utilized

  • Salesforce CRM
  • Google Analytics
  • Mailchimp
  • Canva
  • Slack

Core Competencies Displayed

  • Revenue Strategy and Monetization
  • Business Development and Partner Acquisition
  • Campaign Management and Cross-Channel Execution
  • Audience Growth and Engagement
  • Cross-Functional Collaboration
  • Strategic Planning and Innovation
  • Data-Driven Decision Making
2023 Growth Consultant

Scaling a SaaS Platform Through Strategic Partnerships

SaaS Platform

Executive Summary

As a Growth Consultant for a SaaS platform in 2023, I was engaged to accelerate customer acquisition and expand market reach. The company had strong technology but limited distribution channels and inconsistent growth. I developed and executed a partnership strategy that integrated the platform with complementary SaaS tools, established reseller agreements, and created a referral program with industry influencers. Within nine months, this approach drove a 320% increase in qualified leads, 45% reduction in customer acquisition costs, and expanded the platform's reach into three new vertical markets.

320% Lead Increase
45% CAC Reduction
3 New Verticals
28 New Partners

Context and Challenge

Background: The SaaS platform provided innovative workflow automation solutions but struggled with market penetration. Despite having superior technology to competitors, growth was stagnant due to limited brand awareness and inefficient customer acquisition strategies.

Business Challenge: The company needed to scale quickly to capitalize on market opportunities while maintaining capital efficiency. The challenge was to develop a growth strategy that would expand reach without proportionally increasing marketing spend, while also establishing credibility in new market segments.

Strategic Approach

Planning and Development:

  • Conducted market analysis to identify complementary SaaS platforms serving the same customer base but with non-competing solutions.
  • Developed a tiered partnership model including technology integrations, reseller agreements, and referral partnerships.
  • Created a value proposition for potential partners highlighting mutual benefits including revenue sharing and enhanced customer value.
  • Identified and engaged industry influencers who could serve as credible advocates for the platform.

Implementation:

  • Negotiated and executed 12 technology integration partnerships, enabling seamless interoperability between platforms.
  • Established 8 reseller agreements with complementary service providers who could bundle the solution with their offerings.
  • Developed and launched a referral program with 8 industry influencers, providing them with training and performance-based incentives.
  • Created partner enablement resources including co-branded marketing materials, sales training, and joint webinar programs.
  • Implemented tracking systems to measure partnership performance and ROI using UTM parameters and dedicated landing pages.

Impact

Quantifiable Outcomes

  • 320% increase in qualified leads within nine months
  • 45% reduction in customer acquisition costs (CAC)
  • Expansion into 3 new vertical markets through partner channels
  • 28 new strategic partnerships established
  • Partner-sourced revenue grew from 5% to 38% of total

Qualitative Achievements

  • Enhanced platform credibility through association with established partners
  • Created a sustainable, scalable growth engine beyond paid marketing
  • Improved product value proposition through strategic integrations
  • Built a partner ecosystem that continues to drive growth organically

Lessons Learned

This engagement demonstrated the power of strategic partnerships in accelerating SaaS growth. Key takeaways included the importance of creating win-win value propositions, the need for robust partner enablement, and the effectiveness of performance-based incentive structures. The project also highlighted how partnerships can serve as force multipliers for both customer acquisition and product development.

Conclusion

Through strategic partnership development and ecosystem building, I helped transform the company's growth trajectory while significantly improving marketing efficiency. This case study showcases my ability to identify and capitalize on synergistic relationships that drive measurable business impact in the SaaS sector.

Technical Proficiencies Utilized

  • HubSpot CRM
  • Google Analytics
  • Zapier
  • Slack
  • Zoom
  • Asana

Core Competencies Displayed

  • SaaS Growth Strategy
  • Partnership Development
  • Ecosystem Building
  • Channel Sales
  • Influencer Marketing
  • Performance Tracking
  • Cross-functional Collaboration