Narrative and program clarity
I developed the post-transition messaging and rewrote 12 priority pages around founder outcomes, the company story, and the differences between the programs.
Software operating experience / Leadership transition
Rebuilding demand at SaaS Academy.
I led content and demand work across three SaaS Academy programs during a leadership transition, clarifying the company story and rebuilding the pages, conversion assets, community, and sales material that supported it.
Fractional Content & Growth Lead2024–25
SaaS Academy
2024–25A new chapter for the company.
Company & program story
Messaging across three programs and 12 priority pages.
Conversion & community
20+ refreshed assets, search, nurture, and founder content.
Book-launch demand
A 5,000+ VIP waitlist for Software as a Science.
+67%Marketing-qualified leads
SEO and conversion work with the team and agency.
5,000+Book-launch waitlist
Pre-launch VIP audience for Software as a Science.
+22%Private founder-community growth
Founder-group content and nurture.
20+Lead magnets refreshed
Existing conversion assets updated and relaunched.
The context
The brief.
SaaS Academy had built recognition around Dan Martell. As the business moved into its next chapter, the work centered on making founder outcomes, program value, and customer proof easier to understand. I partnered with the CEO, program owners, Sales, Design, and an SEO agency to carry that message through search, the website, email, a book launch, and executive content.
The work
What I worked on.
Give the next chapter a clear story
Three established coaching programs, search demand, a founder community, and existing lead magnets gave the company a substantial base to work from.
Conversion assets
I refreshed and relaunched 20+ lead magnets, including prospecting and revenue-retention guides, while coordinating content and conversion priorities with the SEO agency.
Connect the story to qualified demand
The execution joined search, community, launch activity, executive visibility, and the sales process.
Software as a Science launch
I built the pre-launch promotion system around the book. The campaign built a 5,000+ member VIP waitlist.
Founder community
I reactivated the private group with a content and nurture plan intended to support useful participation and qualified demand.
Sales enablement
I rebuilt sales materials, outbound sequences, and handraiser nurture to help qualified prospects reach the appropriate program.
CEO-led content
I owned executive content and distribution through posts, carousels, and practical growth narratives.
Follow through across the founder journey
The messaging work continued through program pages, launch promotion, and prospect follow-up.
Program selection
I aligned the website narrative with program clarity, sales materials, outbound sequences, and handraiser nurture to help founders understand which program fit their stage.
Original creative concepts
I developed campaign, advertising, and original-media concepts alongside the conversion work, exploring ways to reach founders beyond conventional coaching content.
Selected artifacts
A closer look at the work.
Published pieces, original materials, and work presentations from this period.
Document
Prospecting guide
Sample from the refreshed lead-magnet portfolio.
Document
Revenue Retention Cheatsheet
Updated founder-facing retention conversion asset.
Published work
Software as a Science
Book supported by the pre-launch promotion system.
Published work
Founder community
Group supported by the content and nurture plan.
Work presentation
Messaging snapshot
Company story and program-positioning work.
Document
August 2024 SEO report
Performance analysis and recommendations from the engagement.
Company context
SaaS Academy’s next chapter
Company context: SaaS Academy’s acquisition by Precision.
Document
SDR sequence
Outbound sales cadence and lead follow-up material.
Published work
CEO founder-question post
Published executive content from Johnny Page.
Published work
CEO retention post
Published customer-retention and growth content.
Work presentation
Messaging and growth work
Additional visual record of engagement materials.
Looking back
What stayed with me.
Make the company promise clear
My work during the transition focused on outcomes, program value, and proof that could stand alongside the leadership change.
Revisit useful existing assets
I started with proven lead magnets and commercial pages, updating the material the company already had.
Carry the message into the sales work
The same narrative had to be useful in pages, nurture, executive content, enablement, and conversations with founders.
The work today
Helping founders sell what they’ve built.
My operating and founder experience now informs a focused M&A practice for early-stage software, AI products, and technology IP.