Terminal Growth Marketing
the story.
When I joined Terminal, we were running parallel tracks: building a world-class B2C experience for engineering candidates, and a high-performing B2B pipeline to land more client companies. Growth was the name of the game—measured in traffic, conversion, lead quality, and ultimately, revenue.
We didn’t just turn a few knobs. We rebuilt our demand engine from the ground up.
On the SEO side, I led the development of a full-funnel content and keyword strategy. I built a cross-functional team—writers, designers, developers—and we shipped over 150 articles that lifted site visibility by 6% and helped us leapfrog competitors in search by 29 spots.
For the B2C candidate pipeline, I designed and launched geo-targeted landing pages for each of our core markets, with locally relevant language and value props. These pages became our click-through destinations from newly launched paid campaigns—driving a 22% increase in candidate conversions.
On the B2B side, I took on the challenge of reducing our customer acquisition cost, fast. We went from broad, catch-all campaigns to precision targeting—by industry, geography, and performance. We spun up segmented nurture tracks and cold outreach campaigns that fed into new landing page variants. A/B testing every step of the way, we slashed CAC by over 90% YoY and lifted conversion rates by 93%.
This wasn’t one tactic. This was a full-stack demand gen system built to scale.
summary.
I owned the strategy, execution, and optimization of Terminal’s growth marketing engine—across SEO, paid, email, and landing pages. My goal: deliver predictable, efficient lead flow for both sides of the marketplace.
The numbers…
Segmented nurture and newsletter campaigns delivered to 10,000s of prospects monthly
150+ SEO-driven content pieces shipped, boosting search rank by 29 spots
+6% site visibility increase from new content and landing page launches
22% YTD lift in candidate conversions via geo-targeted SEO pages
93% increase in conversion rates + 90% CAC reduction across B2B + B2C paid campaigns
187% surge in B2B landing page conversions through continuous A/B testing