SaaS Academy
Rebuilding a founder-led brand for its next chapter.
Content & Growth Lead · 2023–2025
Led narrative, messaging, demand generation, and conversion work across three coaching programs during a major leadership transition—helping SaaS Academy establish a new center of gravity and grow qualified demand.
Growth v2
Qualified demand
+67% MQL growth
Book launch
5,000+ VIP waitlist
Conversion assets
20+ lead magnets rebuilt
Founder community
+22% group growth
The diagnosis
The company needed a brand that could outlive its original face.
SaaS Academy had built significant recognition around founder Dan Martell. When he exited the company, the brand faced a defining transition: its identity, authority, and growth engine could no longer depend on a single personality.
The underlying business still held valuable assets—three established coaching programs, high-intent search demand, a large founder community, and a library of proven lead magnets—but the narrative and conversion system needed to catch up.
The mandate became clear: create a new center of gravity around founder outcomes, program clarity, and proof—then deploy it across the channels most capable of producing qualified demand.
Results
The new growth system began compounding.
SaaS Academy emerged from the transition with a clearer narrative, refreshed conversion assets, a stronger founder community, and a demand engine distributed across search, content, email, and executive visibility.
+67%
Growth in marketing-qualified leads through coordinated SEO and conversion improvements.
5K+
VIP waitlist members generated for the Software as a Science book launch.
+22%
Growth of the private founder community as it became an intentional demand channel.
The strategy
Build the new center of gravity around outcomes, proof, and distribution.
I focused the rebuild on durable assets and repeatable channels that could carry the company beyond its founder transition while making each program easier to understand and buy.
Reframe the company narrative around measurable founder outcomes instead of inherited personality equity.
Clarify the program architecture so founders could understand the three offers and self-select confidently.
Refresh proven conversion assets before investing in an entirely new content inventory.
Turn search into a compounding channel through coordinated SEO, content, and conversion work.
Rebuild the founder community as an intentional nurture and lead-generation system.
Create launch-driven demand around a co-authored book and an owned VIP audience.
Modernize the sales motion through stronger enablement, outbound sequences, and handraiser nurture.
Build executive distribution around credible, founder-native content from the new CEO.
Selected execution
What I actually shipped.
The repositioning became real through a coordinated set of conversion assets, content systems, campaigns, and commercial tools.
Lead magnet portfolio
Upgraded and relaunched 20+ proven assets to modernize positioning, improve conversion, and strengthen the content-led funnel.
Book launch engine
Built the pre-launch promotion system for Software as a Science, generating a 5,000+ member VIP waitlist and new top-of-funnel momentum.
Founder community growth
Reactivated the private SaaS founder group with a high-touch content and nurture plan designed to create trust, engagement, and qualified demand.
V2 messaging system
Defined the post-transition narrative and rewrote 12 priority pages to clarify the company story, program architecture, and founder journey.
SEO and CRO engine
Partnered with an SEO agency to align high-intent demand, content priorities, and conversion improvements—contributing to 67% MQL growth.
Sales enablement
Rebuilt sales materials, outbound sequences, and handraiser nurture to create response momentum and move qualified leads toward the right program.
CEO content engine
Owned executive content and distribution through founder-native posts, carousels, and practical growth narratives designed to turn attention into demand.
Original creative concepts
Developed differentiated campaign, advertising, and original-media concepts to expand the brand beyond conventional coaching content.
Growth lessons
What rebuilding a founder-led brand revealed.
Replace personality equity with outcome clarity. A brand can survive a founder transition when its promise, proof, and packaging become stronger than any single spokesperson.
Treat proven lead magnets like products. Refreshing a validated asset can create faster commercial returns than continually expanding the content library.
Build compounding channels before scaling reach. Search, evergreen pages, lifecycle flows, and community systems keep producing after individual campaigns end.
Make executive visibility commercially useful. Strong leadership content clarifies the category, transfers trust, and creates demand when it carries proof and a clear point of view.
Connect the narrative to the sales motion. Positioning gains leverage when pages, nurture, enablement, and sales conversations all tell the same story.
Explore the work