APSS had strong products and an established sales operation, but its digital marketing efforts were fragmented across the website, SEO, paid media, content, analytics, and lead generation. The customer journey lacked a consistent structure, making it harder to connect marketing activity to qualified leads and business results.

The challenge was to create a more unified marketing system while continuing to support day-to-day lead generation. That meant improving the digital experience, strengthening search visibility, building more effective paid campaigns, clarifying product and location content, and establishing better tracking to understand what was actually driving performance.

As Director of Marketing, I was responsible for both strategy and execution across APSS’s marketing ecosystem. I led brand and digital strategy, website and UX improvements, SEO, Google Ads, Meta advertising, content development, analytics, lead-generation initiatives, and the coordination of creative work supporting sales.

I also worked hands-on across many of those areas, allowing strategy, creative, and performance data to stay closely connected rather than operating as separate functions.

I focused first on creating a stronger connection between the brand, the website, paid media, organic search, and the sales process. Rather than treating each channel as a separate tactic, I built the marketing around a shared customer journey and clearer paths to conversion.

That included improving site structure and usability, expanding SEO content around products and service areas, refining paid search and social campaigns, strengthening lead-generation experiences, and using analytics to identify where marketing performance could be improved.

The APSS engagement touched nearly every part of the customer journey, from initial search and advertising through website experience, lead generation, and sales support. The work below highlights the key areas I led, developed, or helped improve.

The work created a stronger, more connected marketing foundation across search, paid media, content, website experience, and lead generation, while giving APSS better visibility into campaign performance and customer acquisition.

Qualified Leads per Day

Average Cost per Qualified Lead

Closed-Sales Revenue vs. Ad Spend

By restructuring targeting, campaign strategy, creative, and lead-generation paths, I helped reduce average cost per lead from roughly $18–$30 to $6–$8 while increasing qualified lead volume to 50–70 per day. Paid media performance ultimately supported closed-sales revenue averaging approximately 5× advertising spend.