DetailsClient/Company Routee (SaaS/Telecom)

Role Senior Marketing Manager & Strategic Lead

Timeline6 Months

Budget Managed €200k (Events & Paid Media)1. The Challenge (Business Context)

Routee faced a critical growth ceiling. While domestic performance was stable, aggressive corporate revenue targets required immediate expansion into the competitive EMEA market. Three interconnected issues stood in the way:

Stagnant Revenue Velocity: Dependence on existing markets was insufficient to meet new fiscal targets.

The "Leaking Bucket" Digital Asset: The core website (routee.net) was structurally unsound for lead capture, hemorrhaging traffic with an 87% bounce rate, rendering paid acquisition efforts useless.

Zero EMEA Brand Footprint: We needed to generate high-quality, enterprise-level leads in key hubs (London, Athens, Singapore) with absolutely no existing brand recognition in those regions.

I argued to internal stakeholders that driving expensive new EMEA traffic to the existing website would waste budget. The strategy required a synchronized, two-pronged attack: fixing the capture mechanism while simultaneously generating high-intent demand.

Pillar 1: Experience-Led Digital Transformation: We needed a complete re-architecture of the website UX/UI, not just a facelift. I shifted the focus to defining clear user intent paths to create a friction-free conversion engine before turning on the paid traffic tap.

Pillar 2: Integrated O2O (Offline-to-Online) Acquisition: To overcome low brand visibility quickly, I developed a hybrid strategy. We leveraged high-touch, exclusive offline events in target cities to capture initial C-level interest, then utilized digital retargeting campaigns to drive those warm prospects back to our newly optimized digital ecosystem.

Strategic Alignment: I shifted internal KPIs away from "volume of leads" to "quality of revenue," aligning sales and product teams around Customer Lifetime Value (CLTV) as the north star metric.

Agile Product Delivery: Led a cross-functional team (design, dev, copy) through an aggressive 3-month sprint to relaunch the website, implementing agile workflows to ensure on-time delivery despite significant scope pressures.

Global Campaign Orchestration: Managed the €100k budget across international logistics and digital ad spend, ensuring strict financial adherence while maximizing ROI in high-cost media regions like London and Singapore.

Data-Driven Governance: Established a new reporting cadence focusing on full-funnel metrics—specifically tracking MQL-to-SQL velocity and CLTV—rather than relying on vanity traffic numbers.

By synchronizing the digital relaunch with targeted regional market entry, the 6-month sprint delivered significant, measurable business impact:

Revenue Growth: Drove a 20% increase in total revenue in just 6 months directly attributed to targeted EMEA campaigns.

Funnel Optimization: Dramatically plugged lead leakage, reducing website bounce rate from 87% to 28% immediately post-launch.

High-Value Lead Gen: Executed global events generating 300+ qualified enterprise leads on time and on budget.

Long-Term Value: The strategic focus on quality over quantity improved overall MQL quality by 27% and boosted Customer Lifetime Value (CLTV) by 40%.