Scaling Coworking Startup with Performance Marketing & CRO

From 2018 to 2021, I helped scale Talent Garden's coworking network across Europe — growing from a regional operation into a 21-campus network spanning 8 countries.

After a year as Digital Marketing Specialist, I was promoted to Global Lead for Coworking. In that role I managed a €150K annual marketing budget, running campaigns across all locations and working directly with local sales teams to hit occupancy targets.

But the part I found most valuable, and that I keep coming back to, was the conversion work.

I was the website manager during this period and played a key role in the launch of a fully redesigned site in 2020.

That project pushed me deep into understanding how people actually move through a website. I ran heatmap and click analysis to see where visitors were navigating, where they were getting stuck, and where they were dropping off before taking action.

I also spent time with the sales teams, not just handing them leads, but understanding the real objections.

What questions did prospects keep asking?

What hesitations came up on calls?

That intel fed directly back into how we structured the site and the messaging, so the page was doing more of the sales work before anyone signed up.

In new markets, Dublin, Vienna, Madrid, Barcelona, and Lille, we hit an average of 75% campus occupancy within 12 months of launch.