•

Programmatic
Brand Campaign

Role:

Digital Marketing Specialist

Focus:

• Paid Media

• Brand

• Acquisition

Contribution:

• Strategy

• Creative

• Agency Collaboration

• Optimization

Year:

2023

Type:

Digital Campaign

Extend the Fluid Truck brand across programmatic

media to drive awareness and acquisition for both

self-service and long-term rentals.

Building the

Growth Engine

Building an integrated growth engine across

paid acquisition, organic growth, product-led

experimentation, referrals, and customer

retention.

Role:

Growth Lead

Focus:

• Growth Strategy

• Customer Acquisition

• Lifecycle Growth

Contribution:

• Strategy
• Paid & Organic Acquisition
• Referral Program Development
• Growth Experimentation
• Measurement & Optimization

Year:

2025/2026

Type:

Growth Strategy

Role:

Digital Marketing

Specialist

Focus:

• Paid Media

• Brand

• Acquisition

Contribution:

• Strategy

• Creative

• Agency Collaboration

• Optimization

Year:

2023

Type:

Digital Campaign

01 // The Opportunity

Gripp had an opportunity to build a more connected growth engine—one that combined immediate customer acquisition with channels and systems capable of compounding over time.

Rather than treating paid media, organic acquisition, referrals, product experimentation, and retention as separate initiatives, the goal was to develop a framework where each could support the next stage of growth.

02 // The Growth Framework

Growth was organized around five interconnected levers, spanning initial discovery through long-term customer value.

Paid

Capture existing demand and create predictable acquisition.

Organic

Build awareness and demand without relying entirely on media spend.

02
Global Strategy
Sets enterprise objectives and hedging principles.

Freemium

Reduce barriers to product adoption and create a path toward paid conversion.

Referral

Turn existing customer relationships into a new acquisition channel.

Retention

Increase customer value by keeping users engaged beyond initial conversion.

Paid

Capture existing demand and create predictable acquisition.

Organic

Build awareness and demand without relying entirely on media spend.

Freemium

Reduce barriers to product adoption and create a path toward paid conversion.

Referral

Turn existing customer relationships into a new acquisition channel.

Retention

Increase customer value by keeping users engaged beyond initial conversion.

03 // Acquisition

Paid and organic channels worked together to create multiple paths into the customer journey.

Paid acquisition provided a controllable mechanism for reaching high-intent audiences, while organic content, search, and brand activity created opportunities to capture demand without incremental media spend.

The focus was not simply generating traffic, but understanding which audiences, messages, and channels produced meaningful customer behavior.

Audience

Identify high-value customer segments and use cases.

Channel

Match acquisition strategy to customer intent.

02
Global Strategy
Sets enterprise objectives and hedging principles.

Message

Connect customer problems directly to product value.

Measurement

Evaluate performance beyond surface-level traffic.

Audience

Identify high-value customer segments and use cases.

Channel

Match acquisition strategy to customer intent.

Message

Connect customer problems directly to product value.

Measurement

Evaluate performance beyond surface-level traffic.

04 // Product-Led Growth

Acquisition could introduce customers to Gripp, but reducing friction between discovery and experiencing the product presented another growth opportunity.

A freemium model was developed as a proposed experiment to allow prospective customers to experience product value before committing to a paid relationship.

The concept explored how product access, feature limitations, upgrade triggers, and lifecycle communication could create a natural progression from:

DISCOVERY → ACTIVATION → VALUE → CONVERSION

Proposed growth experiment; not launched prior to my departure.

05 // Referral Growth

Existing customers represented another opportunity: turning positive customer relationships into an acquisition channel.

I developed and launched a referral program designed to create a structured path for customers to introduce Gripp to new potential users.

The program connected incentive design, customer messaging, promotional assets, referral tracking, and the conversion journey into a single growth mechanism.

Identify

Recognize existing customers with the potential to become advocates and introduce new users to Gripp.

Incentivize

Create a compelling reward structure that gives customers a clear reason to participate.

Refer

Make sharing simple with clear messaging and a low-friction path for customers to recommend Gripp.

Convert

Guide referred prospects from introduction to signup with a clear connection between recommendation and product value.

Goal

Drive qualifed traffic and completed rentals or long-term contracts

Reward

Close the loop by recognizing successful referrals and reinforcing continued customer advocacy.

Identify

Recognize existing customers with the potential to become advocates and introduce new users to Gripp.

Incentivize

Create a compelling reward structure that gives customers a clear reason to participate.

Refer

Make sharing simple with clear messaging and a low-friction path for customers to recommend Gripp.

Convert

Guide referred prospects from introduction to signup with a clear connection between recommendation and product value.

Goal

Drive qualifed traffic and completed rentals or long-term contracts

Reward

Close the loop by recognizing successful referrals and reinforcing continued customer advocacy.

06 // Retention & Lifecycle

Growth did not end at acquisition.

Retention and lifecycle communication created opportunities to reinforce product value, encourage continued engagement, and develop stronger customer relationships over time.

That also completed the growth loop: retained customers could become advocates, advocates could generate referrals, and referrals could create new customers without restarting the acquisition process from zero.

This is where the framework starts transforming from a funnel into a loop.

07 // The Growth Engine

Sustainable growth comes from building systems where acquisition, product experience, customer value, and advocacy reinforce one another.

06 // My Role

I supported programmatic campaigns from the Fluid Truck side, connecting internal marketing objectives with creative execution and our agency partner, Keynes Digital.

My work included shaping campaign strategy, developing and coordinating creative assets across placements, collaborating with Keynes Digital on campaign execution, and using performance insights to inform ongoing optimization.

05 // Media & Optimization

The campaigns ran across premium programmatic exchanges with layered audience targeting and continuous optimization.

Audiences

Commercial fleets, service businesses, and operators

Targeting

Geo, industry, interests, and in-market behavior

Testing

Multiple creative variants, CTA's, and landing pages

Optimization

Ongoing performance analysis and bid optimization

Goal

Drive qualified traffic and completed rentals or long-term contracts

Audiences

Commercial fleets, service businesses, and operators

Targeting

Geo, industry, interests, and in-market behavior

Testing

Multiple creative variants, CTA's, and landing pages

Optimization

Ongoing performance analysis and bid optimization

Goal

Drive qualifed traffic and completed rentals or long-term contracts

Programmatic Brand Campaign

Building the

Growth Engine

Programmatic
Brand Campaign