Rebuilt an underperforming newsletter into an instrumented, self-profiling acquisition channel.
I relaunched a long-running newsletter from the ground up with analytics built in from day one — every link tagged for CTA verb, position, expected and actual persona, and content type.
A pseudo-scoring model in Marketo quietly profiled each subscriber's topic interest and funneled them from a general edition into topic-specific ones, then qualified the most engaged contacts for handoff to business-unit campaigns. A disengagement track re-profiled or retired low-engagement contacts.
Long-term, bias-normalized A/X testing covered subject-line features, send timing, and CTA language at scale.
