Role
Owned the marketing-side rebuild: team structure, targeting logic, paid-media discipline, campaign assets, and the link between content production and commercial outcomes.
Increasing marketing efficiency and pipeline generation at Emhance
Content / Demand Gen
As Head of Marketing at Emhance, I rebuilt the function around a lean, AI-enabled team — cutting paid-media spend by 87.5% while improving pipeline efficiency by 18x and reaching a 7.94x return. The improvement did not come from spending more. It came from tightening the ICP, reducing waste, and building a faster operating model around targeted campaigns and more adaptable generalists.
87.5%reduction in paid-media spend
18xpipeline efficiency
7.94xreturn on ad spend
€378Kpipeline influenced through LinkedIn campaigns
Problem
The function was too dependent on expensive, broad lead-generation mechanics. Spend was high, but the fit between audience, message, and sales outcome was weak. Marketing activity existed, but the system was not efficient.
What changed
We rebuilt the paid and content engine around matched audiences, a defined ICP, and a clearer commercial story. Instead of buying broad attention, we focused on reaching the right people with campaigns that could create retargetable demand and move prospects into real sales conversations.
Operating model
The structural shift was toward AI-enabled generalists. That made the team smaller, faster, and more flexible — able to produce videos, carousels, ebooks, shareables, and campaign assets quickly without fragmenting the message.
Targeting and creative
We used Emhance's neuroscience and playtest angle to create practical, buyer-relevant creative for app developers, then distributed it through paid social, thought leader ads, and retargeting sequences designed to build efficient demand.
Why it worked
The gain came from better discipline, not marketing theatrics. Once the ICP, message, and budget allocation were aligned, spend stopped leaking into low-fit channels and started compounding through tighter campaigns. The result was a more credible marketing function with clearer links between activity and pipeline.
What this project shows
This was not just a campaign win. It was a systems correction: lower waste, better targeting, a stronger creative engine, and a marketing model that could do more with less.