A proven recurring engine
Monthly and annual WealthBuilders plans create a base for predictable revenue, retention, upgrades, referrals, and cohort analysis.
Director of Marketing Growth approach
Building the Empify Revenue Operating System.
How I would help Empify scale toward $25 million by connecting audience intelligence, offers, HubSpot, sales, creative, customer experience, and performance data into one measurable growth engine.
Ashley built the authority. Empify built the trust. The next stage is making that momentum systematic.
What I see
Empify does not need “more marketing.” It needs connected growth.
Empify has already proven that people want accessible investing education, meaningful community, and a path toward financial confidence.
The opportunity is to connect every touchpoint—from social content and free guides to webinars, membership, boot camps, summits, partnerships, and customer advocacy—so each interaction creates data, advances the relationship, and increases lifetime value.
This is brand-first growth. Ashley’s voice remains a powerful source of trust, while the operating system ensures Empify can create, capture, and compound demand across the entire company.
A portfolio of monetizable IP
Boot camps, events, guides, trainings, and institutional programs can function as acquisition, expansion, or standalone revenue products.
A high-trust founder platform
Ashley’s authority, story, and reach can be translated into repeatable campaigns without reducing the brand to a single personality.
A valuable data asset
HubSpot and product data can reveal which messages, journeys, offers, and behaviors predict conversion, retention, and expansion.
The growth architecture
One operating system. Six connected revenue stages.
Every campaign should have a clear role in the customer lifecycle, a measurable revenue hypothesis, and a defined next action.
01
Attract the right audience
Build coordinated demand around the problems Empify solves—not disconnected channel activity.
- Search and generative discovery
- Founder-led organic social
- Paid audience acquisition
- Affiliate and partner reach
- PR and authority content
- Audience-specific campaign themes
Qualified reachCost per engaged visitorBrand search
The $25M growth equation
Scale comes from improving connected levers—not chasing one miracle channel.
The actual model would be built from Empify’s internal economics. This is the decision framework I would use to identify where the next dollar of investment creates the greatest return.
Qualified audienceMore right people
Lead conversionMore known demand
Paid conversionMore new members
Average revenueBetter offer mix
Retention + expansionMore lifetime value
OutcomeScalable revenue
Website transformation
The website should behave like a revenue product.
I would not begin by choosing colors, rearranging sections, or building a speculative mockup. I would begin with behavior.
Design the experience around what Empify’s best customers actually do—not what the room assumes they do.
1
Understand the current journeys
Map traffic sources, landing pages, forms, webinar registration, attendance, sales touchpoints, purchases, plan selection, repeat visits, and member behavior.
2
Build audience and intent segments
Distinguish first-time investors, late starters, parents, entrepreneurs, retirement-focused prospects, existing members, event attendees, and institutional buyers.
3
Clarify the offer architecture
Define the role of free education, monthly membership, annual membership, boot camps, summits, guides, enterprise programs, and partner offers.
4
Connect website behavior to HubSpot
Use lifecycle stages, source data, page behavior, lists, lead scoring, forms, workflows, sales outcomes, and attribution to personalize journeys and improve prioritization.
5
Build modular conversion paths
Create focused pages and reusable campaign components so every webinar, guide, launch, event, and partnership can deploy faster without sacrificing brand consistency.
6
Test, learn, and scale
Run disciplined tests across message, proof, offer, form friction, page sequence, annual-plan positioning, abandoned journeys, sales follow-up, and post-purchase expansion.
Constructive observations on the current digital ecosystem
These are hypotheses to validate with data—not declarations made from the outside.
Unify a fragmented journey
Empify currently routes people across the core site, campaign domains, community platform, store, and external forms. The opportunity is to make those experiences feel connected and measurable.
Make membership the visible center
The homepage presents several valuable entry points. A clearer hierarchy can show how free content, products, events, and programs lead into—or extend—the WealthBuilders relationship.
Sequence proof near decisions
Empify has exceptional media credibility and member outcomes. The strongest proof should appear at the precise points where anxiety or uncertainty slows conversion.
Create offer governance
Pricing, savings language, benefits, and campaign promises should be managed as a single source of truth across pages, emails, SMS, sales, and partner communications.
Design for the 40–60 audience
Lead with clarity, confidence, legibility, reassurance, transparent expectations, and easy access to help—without making the experience feel old or overly simplified.
Turn intent into sales intelligence
High-intent behaviors should trigger appropriate nurture, sales prioritization, or service—not disappear into generic follow-up sequences.
First 90 days
Diagnose first. Repair quickly. Build for scale.
The goal is not to spend 90 days making a presentation. It is to establish visibility, earn trust, create early revenue lift, and leave the company with a prioritized two-quarter growth roadmap.
01–30
Diagnose the revenue system
- CEO, sales, team, agency, and customer interviews
- HubSpot, funnel, source, attribution, and lifecycle audit
- Offer, pricing, website, email, SMS, social, and webinar review
- Baseline acquisition, conversion, retention, and revenue metrics
- Clarify decision rights, team lanes, and agency accountability
OUTPUT: Funnel truth map + executive baseline dashboard
31–60
Prioritize and repair
- Fix high-impact friction and tracking gaps
- Define audience, offer, messaging, and lifecycle architecture
- Rebuild webinar promotion and post-event conversion logic
- Launch priority email, SMS, and abandoned-journey tests
- Create centralized marketing calendar and campaign briefs
OUTPUT: Quick-win releases + prioritized testing backlog
61–90
Launch the scalable engine
- Deploy first integrated omnichannel revenue campaign
- Launch a data-informed membership conversion path
- Formalize sales handoffs and high-intent lead workflows
- Implement weekly performance and monthly forecast cadence
- Present two-quarter roadmap, investment case, and team plan
OUTPUT: Operating cadence + scalable growth roadmap
Team design
Small team. Clear lanes. Shared revenue outcomes.
I would build the function around the capabilities the revenue model requires—not around disconnected job titles.
Marketing operations + HubSpot
Lifecycle email + SMS
Content + social strategy
Creative + brand production
Web + conversion optimization
Analytics + forecasting
01
Creative direction without creative theater.
I concept the campaign, define the audience response, establish the brief, select the right talent, and hold the output to brand and revenue standards. I do not pretend to be the production designer.
02
One calendar, one set of priorities.
Internal staff, agencies, freelancers, sales, and leadership should see the same campaigns, owners, deadlines, dependencies, goals, and results.
03
Accountability with context.
People perform best when the outcome is clear, the lane is defined, the data is visible, and leadership removes obstacles quickly.
04
Brand consistency as infrastructure.
Voice, visual standards, offer language, proof, and experience must remain coherent across website, email, SMS, social, events, sales, and partners.
90%+Membership growth
#1National organic ranking
200%Email open-rate improvement
30%New-client acquisition growth
19.8%Profitability improvement
20+Years building growth systems
Recruiter-requested responses
Three direct answers.
The broader strategy demonstrates how I think. These responses make the relevant experience explicit.
My strongest subscription experience comes from building and growing recurring membership models where long-term value—not a one-time transaction—was the product.
At the American Board of Professional Liability Attorneys, I led a membership model with annual dues and monthly payment options. Membership grew by more than 90%, while attrition remained exceptionally low and was largely limited to retirement or death; an emeritus option preserved the relationship for retiring members.
- Acquisition: I built national organic visibility around a highly valuable legal-intent keyword, ultimately achieving the No. 1 national ranking for “Medical Malpractice.” That visibility created a steady stream of qualified prospects already seeking the expertise the organization represented.
- Conversion: I translated a complex credential and professional community into clearer value, segmented communications by audience and stage, and created a more coherent path from discovery to application and membership.
- Retention: The member experience combined recognition, community, education, accreditation support, events, and ongoing professional value—making renewal a continuation of the relationship rather than an annual resell.
- Expansion: Members could purchase upgrades that provided access to proprietary resources and insight, including voir dire intelligence, training seminars, and a legal brief bank.
I have also helped SORBA evaluate its membership model, moving beyond annual-only dues to monthly options while creating additional opportunities for one-time contributions tied to specific projects. Across both organizations, the principle is the same: recurring revenue grows when acquisition, activation, belonging, ongoing value, renewal, and expansion are designed as one lifecycle.
In a large multi-location consumer-services environment, I led an integrated growth program that connected how customers discovered the brand, evaluated services, booked, returned, and expanded their relationship.
The program coordinated organic search, local search and Google Business Profiles, website and booking UX, CRM segmentation, email, SMS, social content, paid promotion, and consistent service and offer messaging. Rather than allowing each channel to operate as a separate campaign, we aligned audience, message, timing, destination, follow-up, and measurement.
Success was measured through business outcomes first: new-customer volume, booking conversion, channel contribution, average invoice, repeat behavior, service and product mix, and profitability. Channel metrics—traffic, rankings, opens, clicks, engagement, and cost—were used as diagnostic indicators rather than the final score.
The broader growth work contributed to a 30% increase in new-client acquisition and a 19.8% improvement in profitability. CRM segmentation and testing also improved email open rates by 200%. The most important lesson was that omnichannel does not mean being everywhere. It means making every channel feel like part of the same customer decision.
I would treat the redesign as a revenue and customer-intelligence initiative—not a visual refresh.
Days 1–30: Establish the baseline. Audit HubSpot, acquisition sources, current funnels, website behavior, forms, webinar journeys, sales handoffs, plan selection, conversion, retention signals, and the questions or objections Sales hears most often. Interview members and lost prospects, then map the highest-value customer journeys.
Days 31–60: Define the new architecture. Clarify audience segments, offer hierarchy, value propositions, proof, calls to action, lifecycle stages, lead-scoring logic, and the role of Sales at each point. Fix immediate friction and launch targeted tests while the broader experience is being built.
Days 61–90: Release the first data-informed conversion path. Connect pages, forms, workflows, sales follow-up, abandoned journeys, email, SMS, webinars, annual-plan positioning, and reporting. Establish a shared Marketing/Sales dashboard and a continuous test cadence so the website improves after launch rather than becoming another static redesign.
The objective would be simple: each visitor should quickly understand where they fit, what outcome Empify can help them achieve, why the brand is credible, and what the right next step is for them.
HubSpot perspective: My deepest experience is in CRM strategy, segmentation, lifecycle communications, automation logic, data hygiene, and performance reporting across multiple platforms. I currently work inside Aquatio’s HubSpot environment and understand how Marketing Hub should connect forms, lists, lifecycle stages, workflows, campaigns, attribution, and sales visibility. I would bring senior-level ownership of the architecture and outcomes while continuing to deepen platform-specific execution.
The objective
Make marketing answer one question every week:
What moved revenue, what did we learn, and what do we scale next?
Empify has the mission, authority, community, product portfolio, and momentum. I would bring the operating discipline that connects them—and build a team capable of scaling the system.
