(Growth Acceleration) $7M Pipeline Growth in Two Years
Built brand and GTM engine from zero at Eskalera, aligning four co-founders and launching within four months.
Overview
As employee #5 at Eskalera, an early-stage HR SaaS startup, I was brought in to architect and operationalize the company’s entire brand and go-to-market (GTM) strategy from the ground up. With no existing marketing infrastructure and a fragmented product vision from four co-founders, I led the charge to define market fit, align internal stakeholders, and launch within just four months.
Strategic Impact & Achievements:
- $7M+ Sales Pipeline: Built a scalable GTM engine that generated over $7M in qualified pipeline in under two years without any paid advertising.
- Brand Creation & Market Entry: Crafted Eskalera’s full brand identity, visual design, website, messaging architecture, and content strategy, executing a full-market launch in under four months.
- First Client Win (Cornell University): Launched lead gen campaigns that brought in the company’s first inbound lead, converting it into a signed enterprise contract during the launch phase.
- Lean & Agile Marketing Execution: Led multichannel initiatives across email, social, webinars, and PR, achieving a 29% email CTR, 10% social traffic increase, and 3,000+ opportunities from organic and event-driven outreach.
- Category Creation & Thought Leadership: Positioned Eskalera as a next-gen DEI and employee engagement platform, leading PR efforts that secured placements in WSJ, Yahoo Finance, and Business Insider.
Innovative Campaigns:
- Rapid COVID-19 Response Campaign: Launched a 10-day campaign offering free access to the platform, driving 60+ inbound leads and 15 new clients in 72 hours.
- Mentorship & Product Expansion: Partnered with the product team to define and launch features like “Mentoring Circles,” aligning GTM messaging with user needs and organizational vision.
Leadership & Collaboration:
- Sole marketing lead reporting to the CEO.
- Led cross-functional alignment across engineering, product, sales, client success, and PR.
- Implemented agile GTM sprints and marketing ops via HubSpot and Salesforce.
Bringing clarity in chaos
I specialize in transforming abstract vision into executable strategy, aligning stakeholders, launching brands, and driving tangible growth in early-stage environments.