Full-Funnel Lifecycle Program
Intuit serves tens of millions of customers, so small lifecycle gains compound fast. I owned the marketing operations infrastructure that let personalized campaigns run across HubSpot, Salesforce, Marketo, and Google Tag Manager.
The problem
A large, complex user base moving through a funnel with multiple friction points, on a stack spanning several platforms that did not naturally talk to each other.
Engineering and product needed alignment on timelines, dependencies and QA before anything could ship. Full-funnel optimisation at this scale takes operational rigour and documentation, not just good campaign ideas.
What I built
- Internal campaign orchestration toolingBuilt and tested tooling that reduced manual process and enabled trigger-based campaign logic.
- Documentation as operating modelWrote the internal documentation covering team dependencies, sprint cycles and QA procedures for lifecycle campaigns, turning a set of habits into a replicable system.
- Behavioural tracking underneath itSet up and managed Google Tag Manager so everything downstream rested on accurate event data.
- Personalisation and funnel segmentationBuilt the frameworks to deliver the right message at the right lifecycle stage, past one-size-fits-all communication.
- Activation strategyImplemented the work to convert newly signed-up users into active ones, the most critical and most commonly neglected stage of the funnel.
- Retargeting for drop-offBuilt infrastructure to re-engage users who fell out at known funnel stages.
What made it hard
Engineering runs on sprint cycles; marketing runs on campaign calendars.
Need one of these built?
I build the layer underneath campaigns, and the reporting that shows whether it worked.