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 had a growth ceiling problem. Domestic performance was stable, but new corporate revenue targets demanded immediate EMEA expansion - London, Athens, Singapore, markets where the brand had zero equity and no existing pipeline.

Two structural problems made this harder than it looked:

A broken capture mechanism. The core website was hemorrhaging traffic at an 87% bounce rate. Scaling paid acquisition into that environment wouldn't generate leads, it would accelerate waste.

No regional presence to leverage. Breaking into enterprise markets cold, with no brand recognition, meant we couldn't rely on inbound demand. We needed to manufacture trust and visibility from scratch, fast.

The strategic foundation was clear: pouring budget into EMEA traffic before fixing the conversion environment would burn money without results. The approach required two things to happen in parallel.

Pillar 1 — Fix the engine before hitting the accelerator. Rather than a cosmetic redesign, I led a full re-architecture of the website's UX and user intent paths — building a friction-free conversion system that could actually capture the demand we were about to generate.

Pillar 2 — Manufacture trust through high-touch market entry. To overcome zero brand equity quickly, I developed an offline-to-online acquisition strategy: exclusive C-level events in target cities to establish credibility and capture warm interest, followed by precision digital retargeting to convert those prospects through the newly optimized funnel.

The internal shift that made it work. I realigned internal KPIs away from lead volume toward revenue quality — reorienting sales and product teams around Customer Lifetime Value as the shared north star. That alignment was what allowed the strategy to hold under execution pressure

Website relaunch. Led a cross-functional team (design, dev, copy) through a 3-month agile sprint to relaunch the site on schedule. The pivotal call was holding the paid media launch until after the relaunch, protecting €100k in ad spend from going into a broken funnel.

Global campaign management. Managed €200k across international event logistics and digital ad spend across three high-cost markets simultaneously. Every budget decision was governed by downstream pipeline impact, not activity metrics.

Reporting overhaul. Replaced vanity traffic reporting with a full-funnel cadence tracking MQL-to-SQL velocity and CLTV , giving leadership visibility into revenue quality for the first time.

Revenue: +20% total revenue growth in 6 months, directly attributed to EMEA campaigns

Bounce rate: Reduced from 87% → 28% immediately post-launch

Enterprise leads: 300+ qualified leads generated from global events, on time and on budget

MQL quality: +27% improvement in lead quality score

Customer Lifetime Value: +40% uplift driven by the quality-over-volume strategic shift