Rebuilding a lean content function for a 20-year category leader
2024 - 2025
Precision Nutrition | Chief Content Officer
Recruited to transform a plateaued content function into a measurable growth engine following organizational restructuring. Full ownership across creative direction, omnichannel content strategy, editorial, AI-enabled operations, conversion optimization, and governance.
Scope
Editorial Strategy
Brand Transformation
Omnichannel Creative
Growth & Innovation Strategy
Conversion Optimization
Content Operations
Content + Brand Strategy
Digital Marketing
White Space Analysis
AI-Enabled Operations
Governance
Cross-Functional Leadership
Paid Social
Vendor + Creator Management
Budget + P&L Ownership
GTM Content Strategy
Performance Analytics
Lead Generation
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 to transform a plateaued content function into a measurable growth engine following organizational restructuring. Full ownership across creative direction, omnichannel content strategy, editorial, AI-enabled content operations, conversion optimization, and governance.
Recruited to transform a plateaued content function into a measurable growth engine following organizational restructuring. Full ownership across creative direction, omnichannel content strategy, editorial, AI-enabled content operations, conversion optimization, and governance.
7x
Lead capture through strategically deployed lead magnets
+66%
Lead-to-sale conversion
+213%
Newsletter CTR through design, creative, and messaging modernization
Overview
Post-pandemic peak left a downsized team in a reactive state, operating on unchanged systems unfit for today's shifted consumer behaviors, digital landscape, content demands, or resourcing realities, let alone creative disruption.
Overview
Post-pandemic peak left a downsized team in a reactive state, operating on unchanged systems unfit for today's shifted consumer behaviors, digital landscape, content demands, or resourcing realities, let alone creative disruption.
Challenge
3-to-1 social marketing team downsize with no reduction in output quality, delivery speed, or go-to-market execution.
Inconsistent UTM governance and fragmented reporting limited attribution accuracy and obscured the customer journey.
Outdated audience segmentation lacked a strategic foundation for personalization, lifecycle marketing, and scalable growth.
Reactive month-to-month launch planning, with no long-range GTM roadmap, constrained strategic execution and innovation.
Fragmented cross-functional workflows reduced efficiency, slowed decision-making, and limited capacity for high-impact initiatives.
Creative governance gaps undermined quality and strategic influence at the exact moment content was driving the majority of customer acquisition.
No centralized infrastructure, using outdated processes and siloed performance data that undermined operational visibility, work stream efficiency, and strategic decision-making.
Challenge
3-to-1 social marketing team downsize with no reduction in output quality, delivery speed, or go-to-market execution.
Inconsistent UTM governance and fragmented reporting limited attribution accuracy and obscured the customer journey.
Outdated audience segmentation lacked a strategic foundation for personalization, lifecycle marketing, and scalable growth.
Reactive month-to-month launch planning, with no long-range GTM roadmap, constrained strategic execution and innovation.
Fragmented cross-functional workflows reduced efficiency, slowed decision-making, and limited capacity for high-impact initiatives.
Creative governance gaps undermined quality and strategic influence at the exact moment content was driving the majority of customer acquisition.
No centralized infrastructure, using outdated processes and siloed performance data that undermined operational visibility, work stream efficiency, and strategic decision-making.
Strategy
Secure CEO approval for a 12-month omnichannel creative strategy aligned to business priorities, KPIs, ROI, governance, and enterprise-wide execution.
Established a unified performance baseline through a comprehensive audit of web, app, social, email, lead magnets, and conversion pathways, strengthening measurement integrity and optimization opportunities.
Repositioned editorial around relevance, authority, and consumer demand while rebuilding audience segmentation on behavioral insights to improve personalization, lifecycle marketing, and growth.
Built repeatable content frameworks and templatized assets to enable quick-turn creative output with minimal friction, reducing overhead while maintaining brand consistency across every touchpoint.
Developed an updated social strategy with clear guardrails for external creators, establishing fresh, on-brand content outputs without requiring heavy internal oversight.
Restructured editorial cadence to maximize content longevity through strategic repurposing across lead generation, social reach, thought leadership, and value-driven prospect content.
Introduced novelty content formats to reach new prospects for a high-ticket, unchanged product, creating category relevance and perceived newness without net-new product launches.
Integrated AI into creative workflows to increase efficiency and output capacity without compromising brand quality or governance standards.
Strategy
Secure CEO approval for a 12-month omnichannel creative strategy aligned to business priorities, KPIs, ROI, governance, and enterprise-wide execution.
Established a unified performance baseline through a comprehensive audit of web, app, social, email, lead magnets, and conversion pathways, strengthening measurement integrity and optimization opportunities.
Repositioned editorial around relevance, authority, and consumer demand while rebuilding audience segmentation on behavioral insights to improve personalization, lifecycle marketing, and growth.
Built repeatable content frameworks and templatized assets to enable quick-turn creative output with minimal friction, reducing overhead while maintaining brand consistency across every touchpoint.
Developed an updated social strategy with clear guardrails for external creators, establishing fresh, on-brand content outputs without requiring heavy internal oversight.
Restructured editorial cadence to maximize content longevity through strategic repurposing across lead generation, social reach, thought leadership, and value-driven prospect content.
Introduced novelty content formats to reach new prospects for a high-ticket, unchanged product, creating category relevance and perceived newness without net-new product launches.
Integrated AI into creative workflows to increase efficiency and output capacity without compromising brand quality or governance standards.
Execution
Rebuilt the omnichannel creative ecosystem, modernizing editorial direction, video, and design while replacing legacy content with a contemporary, conversion-focused brand experience.
Restored measurement integrity by resolving UTM governance gaps, GA4 tracking failures, and untracked conversion pathways across web, app, social, email, and lead generation channels.
Rebuilt newsletters, landing pages, CTA banners, and lead magnets, to strengthen attribution, improve conversion performance, and close gaps in the customer acquisition funnel.
Launched an SEO-driven editorial program spanning keyword-led content, downloadable resources, personalized quizzes, webinars, pop-ups, and targeted CTAs to expand acquisition beyond the existing customer base.
Developed a tiered lead generation ecosystem aligned to audience segments and lifecycle stage, creating structured pathways from awareness to conversion for a high-ticket, unchanged product.
Redesigned creative workflows and governance to enable planned omnichannel delivery, distributed collaboration, and consistent brand execution without increasing headcount.
Implemented scalable content infrastructure that standardized production across external partners, agencies, and internal teams while preserving brand consistency at every touchpoint.
Execution
Rebuilt the omnichannel creative ecosystem, modernizing editorial direction, video, and design while replacing legacy content with a contemporary, conversion-focused brand experience.
Restored measurement integrity by resolving UTM governance gaps, GA4 tracking failures, and untracked conversion pathways across web, app, social, email, and lead generation channels.
Rebuilt newsletters, landing pages, CTA banners, and lead magnets, to strengthen attribution, improve conversion performance, and close gaps in the customer acquisition funnel.
Launched an SEO-driven editorial program spanning keyword-led content, downloadable resources, personalized quizzes, webinars, pop-ups, and targeted CTAs to expand acquisition beyond the existing customer base.
Developed a tiered lead generation ecosystem aligned to audience segments and lifecycle stage, creating structured pathways from awareness to conversion for a high-ticket, unchanged product.
Redesigned creative workflows and governance to enable planned omnichannel delivery, distributed collaboration, and consistent brand execution without increasing headcount.
Implemented scalable content infrastructure that standardized production across external partners, agencies, and internal teams while preserving brand consistency at every touchpoint.
Business Impact
Lead capture increased from 1.4% to 10.4%, transforming an underperforming product into a scalable acquisition channel through strategically deployed lead magnets.
+66% lift in lead-to-sale conversion, improving funnel efficiency by rebuilding audience segmentation around behavioral insights and targeted conversion pathways.
+213% increase in newsletter CTR, strengthening engagement through redesigned conversion journeys, CTA strategy, and visual hierarchy.
+232% increase in content production output, replacing 10+ years of fragmented creative with a scalable, premium design system.
~85% of prior output sustained as the sole content executive, replacing a four-person team through systems-led prioritization, workflow redesign, and AI-enabled operations rather than additional headcount.
Reduced production overhead across email, social, and web, standardizing creative systems and templates to enable faster execution and consistent brand quality under a lean operating model.
Established an evergreen lead generation engine, combining SEO-driven content, high-intent keyword strategy, and tiered lead magnets to drive sustained pipeline growth, high-ticket conversions, and net-new customer acquisition.
Business Impact
Lead capture increased from 1.4% to 10.4%, transforming an underperforming product into a scalable acquisition channel through strategically deployed lead magnets.
+66% lift in lead-to-sale conversion, improving funnel efficiency by rebuilding audience segmentation around behavioral insights and targeted conversion pathways.
+213% increase in newsletter CTR, strengthening engagement through redesigned conversion journeys, CTA strategy, and visual hierarchy.
+232% increase in content production output, replacing 10+ years of fragmented creative with a scalable, premium design system.
~85% of prior output sustained as the sole content executive, replacing a four-person team through systems-led prioritization, workflow redesign, and AI-enabled operations rather than additional headcount.
Reduced production overhead across email, social, and web, standardizing creative systems and templates to enable faster execution and consistent brand quality under a lean operating model.
Established an evergreen lead generation engine, combining SEO-driven content, high-intent keyword strategy, and tiered lead magnets to drive sustained pipeline growth, high-ticket conversions, and net-new customer acquisition.