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She jumps in head-first into the tactical and gets shit done, while also zooming out to think strategically and cross-functionally at the leadership level.
Marc Kuo — CEO & Co-Founder, Routific
Routific was a PLG route optimization platform approaching $900K ARR, almost entirely from organic search. The co-founder had been handling marketing solo — no dashboards, no KPIs, no documented ICP, no channel strategy — and she was about to go on maternity leave. The positioning was horizontal: selling to anyone who needed route optimization, from florists to food delivery to field service.
I joined as the first marketing hire to build the function from zero. Sit at the leadership table, figure out what to build first, and make it work. Over four years the team grew to four, but it started with just me.
Built marketing dashboards, defined KPIs, and set up HubSpot so leadership could actually see the funnel. Every decision after this depended on having that measurement layer in place.
Ran customer research to find out who was actually buying and why. The research revealed a focused ICP segment that created clarity across the entire business. Refined positioning and messaging around that segment.
Built a structured experimentation practice across channels and trial activation. The signal kept pointing back to organic search. Rather than chasing the next shiny channel, validated the one already working, scaled it intentionally, and hired a content marketer to go deeper.
Organic traffic and trial signups grew month-over-month. Added lifecycle campaigns for activation and retention, led the API relaunch via ABM, and captured COVID tailwinds when delivery logistics surged. End state: $4M ARR and a real marketing function that didn't depend on one person improvising.
Customer research translated into refined positioning, narrowed ICP, and messaging that worked across the website, trial experience, and sales conversations.
The measurement system that gave leadership visibility into the full funnel — from organic traffic through trial signup to activation and revenue.
Validated organic as the primary channel, then scaled it — hiring a content marketer and growing trial signups month-over-month through SEO-driven content.
A structured approach to testing channels and optimizing trial activation — run experiments, read the signal, double down or move on.
HubSpot-powered lifecycle emails targeting trial activation, onboarding, and retention. In a PLG motion with no sales team to catch drop-offs, this was the layer between acquisition and revenue.
Managed the go-to-market for Routific's API product through an account-based marketing campaign targeting a new buyer segment.
Routific didn't need five channels. They needed one validated channel and a system around it. The early-stage instinct is to spread thin — what actually worked was the opposite: find the signal, build the infrastructure, and scale what's already working.
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