Kit

Kit is an email marketing platform for online entrepreneurs who are serious about scaling beyond the algorithm.

The problem

After a company-wide rebrand, organic acquisition, growth, and retention were falling. Kit needed senior strategic leadership to assess the commercial impact, identify recovery opportunities, and position the company for growth.

The work

• Audited performance across the entire marketing site and quantified the rebrand's commercial impact page by page

• Diagnosed where conversion had collapsed, and tested the messaging that caused it

• Designed 10 CRO experiments and led cross-functional growth syncs across content, brand, lifecycle, and product marketing to restore momentum

The results

• Quantified an estimated $733K in lost LTV revenue in Q4 alone, with $2.93M+ at risk over 12–15 months without intervention

• Identified a 16.6% drop in homepage free sign-ups — 4,700 lost sign-ups, and the worst quarter in five

• Diagnosed the /features page collapse — 87% drop in free sign-ups, 85% drop in paid upgrades — as the single largest conversion failure on the marketing site

• Traced a 26% fall in organic traffic and a 47% drop in branded organic sign-ups to post-rebrand messaging changes on the money pages

• Validated through paid search testing that "The Creator Marketing Platform" outperformed the rebrand's "Email-First Operating System" on CTR — a finding Kit acted on, updating the homepage messaging after I left

• Identified /deliverability as a high-converting outlier at 18% and recommended targeted promotion as a growth lever