Rebuilding a lean content function for a 20-year category leader
2024 - 2025
Precision Nutrition | Chief Content Officer
Recruited with full ownership of creative vision and content strategy; reported to the CEO and led five senior creative channel leads, a paid-media agency, four external creators, and project-based vendors.
7x
Lead capture through strategically deployed lead magnets
+66%
Lead-to-sale conversion
+213%
Newsletter CTR through design, creative, and messaging modernization
Precision Nutrition | Chief Content Officer | 2024 - 2025
Precision Nutrition | Chief Content Officer | 2024 - 2025
Rebuilding a lean content function for a 20-year category leader
Recruited into a stalled content function with full ownership of creative vision and content strategy. Reported to the CEO and led five Director-level creative and channel leads, a paid-media agency, four external creators, and project vendors.
Recruited into a stalled content function with full ownership of creative vision and content strategy. Reported to the CEO and led five Director-level creative and channel leads, a paid-media agency, four external creators, and project vendors.
7x
Lead capture through strategically deployed lead magnets
+66%
Lead-to-sale conversion
+213%
Newsletter CTR through design, creative, and messaging modernization
Mandate
Content volume expectations never adjusted to the downsize, leaving operations and resources out of step. Tight budgets and the AI coaching app launch stretched a smaller team across new and legacy high-ticket products.
The business needed an audit to find the bottlenecks and broken pathways blocking growth, then tighter workflows, clearer strategic priorities, measurable links between content spend and revenue, and a refresh for today's competitive market, consumer psychology, and saturated digital space.
Mandate
Content volume expectations never adjusted to the downsize, leaving operations and resources out of step. Tight budgets and the AI coaching app launch stretched a smaller team across new and legacy high-ticket products.
The business needed an audit to find the bottlenecks and broken pathways blocking growth, then tighter workflows, clearer strategic priorities, measurable links between content spend and revenue, and a refresh for today's competitive market, consumer psychology, and saturated digital space.
Strategic Diagnosis
Content disconnected from conversion and retention goals. Reactive launches were still in operation. The business needed a strategy built on lead generation, nurture, and sales conversion.
Workflows sized for a larger operation. Workflows and role clarity could not be sustained post-downsize. The redesign had to speed execution without sacrificing quality.
Broken attribution. Metrics were disjointed and missed the full customer journey and conversion pathways. Operating systems had to be lean yet rigorous enough to be accountable.
Outdated segmentation and content systems. Both needed a refresh to reflect evolved consumer behaviors and channel best practices.
Strategic Diagnosis
Content disconnected from conversion and retention goals. Reactive launches were still in operation. The business needed a strategy built on lead generation, nurture, and sales conversion.
Workflows sized for a larger operation. Workflows and role clarity could not be sustained post-downsize. The redesign had to speed execution without sacrificing quality.
Broken attribution. Metrics were disjointed and missed the full customer journey and conversion pathways. Operating systems had to be lean yet rigorous enough to be accountable.
Outdated segmentation and content systems. Both needed a refresh to reflect evolved consumer behaviors and channel best practices.
Execution
12-month omnichannel strategy. Built it with KPI and ROI frameworks, securing CEO sign-off.
Creative direction. Set the creative direction across email, social, and web, working through five Director-level creative and channel leads.
Tracking, segmentation, and CRM. Diagnosed broken tracking and stale segmentation, mapped intake flow to match segmentation for automation tools to enable proper CRM attribution.
Newsletter messaging and CTAs. Restructured the messaging hierarchy, CTAs and creative, so conversion could be tracked downstream.
Lead magnets. Market research and quantitative data flagged existing content worth repackaging as free resources for new consumers.
Social team rebuild. Inherited a downsized, outsourced two-person social team and rebuilt digital brand strategy with updated brand guidelines, social-first content frameworks across channels, and sustainable end-to-end production workflows.
Cross-functional partnership. Worked across engineering, product, integrated marketing, curriculum, and finance, and coordinated the paid-media agency and external creators to align creative and performance.
Execution
12-month omnichannel strategy. Built it with KPI and ROI frameworks, securing CEO sign-off.
Creative direction. Set the creative direction across email, social, and web, working through five Director-level creative and channel leads.
Tracking, segmentation, and CRM. Diagnosed broken tracking and stale segmentation, mapped intake flow to match segmentation for automation tools to enable proper CRM attribution.
Newsletter messaging and CTAs. Restructured the messaging hierarchy, CTAs and creative, so conversion could be tracked downstream.
Lead magnets. Market research and quantitative data flagged existing content worth repackaging as free resources for new consumers.
Social team rebuild. Inherited a downsized, outsourced two-person social team and rebuilt digital brand strategy with updated brand guidelines, social-first content frameworks across channels, and sustainable end-to-end production workflows.
Cross-functional partnership. Worked across engineering, product, integrated marketing, curriculum, and finance, and coordinated the paid-media agency and external creators to align creative and performance.
Business Impact
Increased lead capture from 1.4% to 10.4% by redesigning conversion journeys and deploying targeted lead magnets.
Lead-to-sale conversion up by 66% through behavioral audience segmentation and more targeted conversion pathways.
Newsletter CTR up 213%. Driven by redesigned conversion journeys, CTA strategy, and visual hierarchy.
85% of prior content output sustained as the sole content executive, by redesigning priorities, workflows, and AI-enabled operations.
Modular template library. Turned more than a decade of recycled creative into reusable templates and visual assets that were more in line with today’s standards.
Production overhead reduced across email, social, and web by standardizing creative systems and templates.
Evergreen lead generation. Enables new leads and aligns content with business goals despite limited resourcing.
Business Impact
Increased lead capture from 1.4% to 10.4% by redesigning conversion journeys and deploying targeted lead magnets.
Lead-to-sale conversion up by 66% through behavioral audience segmentation and more targeted conversion pathways.
Newsletter CTR up 213%. Driven by redesigned conversion journeys, CTA strategy, and visual hierarchy.
85% of prior content output sustained as the sole content executive, by redesigning priorities, workflows, and AI-enabled operations.
Modular template library. Turned more than a decade of recycled creative into reusable templates and visual assets that were more in line with today’s standards.
Production overhead reduced across email, social, and web by standardizing creative systems and templates.
Evergreen lead generation. Enables new leads and aligns content with business goals despite limited resourcing.