Professional Case Studies
Driving $1.7M Revenue Lift with an End-to-End Digital Experience Strategy
Self-Service Insurance App | B2C | InsurTech
Role /// Head of Experience & CRO
Client /// Digital Insurance Provider (Anonymized)
Primary Stakeholder /// CMO
Building Experience Strategy ////////////////////
In just 5 months, I led a full digital experience transformation across acquisition and retention touchpoints—driving a 75% increase in non-brand conversion volume, a 60% boost in ICP lead close rates, and an estimated $1.7M in incremental revenue. Additionally, targeted onboarding improvements reduced time to value and increased customer satisfaction by 30%
IMPACT
Conducted comprehensive market research, performance analysis, and primary survey studies to develop geo-targeted personas across key states.
Built a scalable, personalized paid media content strategy leveraging Instapage to optimize state-specific campaigns.
Developed in-app onboarding workflows and claims guidance to reduce friction and improve early engagement.
Aligned acquisition and product experiences to create a consistent, conversion-optimized journey from first click through claims management.
Collaborated with marketing, product, and customer success teams to establish new cross-functional KPIs and measurement frameworks.
MY PROCESS
Rather than treating paid media and product experience as separate silos, I designed a unified strategy connecting acquisition, onboarding, and retention—ensuring that every touchpoint reinforced value and built trust.
What I Changed—and Why It Worked ////////////////////
+60–80% increase in conversion volume across targeted segments
+40–70% improvement in lead close rates post-quote
+20–35% reduction in time to value
+20–30% uplift in customer satisfaction and perceived ease of use
OUTCOMES
The team had never developed integrated personas or cross-channel content strategies and lacked established processes to translate research insights into scalable acquisition and retention workflows.