How one validated channel took Routific from $900K to $4M ARR
Joined as the first marketing hire. Built the function from zero — dashboards, positioning, channel validation — and scaled the one channel that actually worked.
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Rewriting Taxaroo’s website around the problem their buyers actually have
Ran a positioning sprint and rewrote the entire website. Replaced generic feature copy with problem-first messaging grounded in what the sales team heard every day.
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12 workshops, 250 founders, and the decision to walk away
Scaled a one-off Calgary workshop into a 6-city event series for pre-MVP founders. Built ecosystem partnerships, generated real pipeline — then killed the channel when budget qualification didn’t hold.
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How a trust-first outbound system generated $215K pipeline in a market that hates recruiters
Built an outbound engine from scratch — AI automation, database-driven content, and multi-channel sequences — to earn trust in legal recruitment, a market that actively screens out cold outreach.
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