CASE STUDY - 01

Growth Marketing/ Enrollment Strategy

In partnership with senior marketing leadership, led the development and execution of integrated marketing campaigns to drive enrollment across Leavey's graduate programs - including the Executive MBA, Part-Time MBA, and specialized master's degrees. The work focused on rebuilding the marketing funnel, improving lead quality, and implementing conversion-focused strategies to support program growth and revenue.

SCOPE

Growth Marketing

Lifecycle Marketing

CRM

Paid Media

The Challenge

Graduate business programs were experiencing declining enrollment and revenue, compounded by:

Increased competition from nationally ranked programs expanding into the Bay Area
Marketing efforts that prioritized lead volume over lead quality
Low conversion rates and limited visibility into funnel performance
A lack of structured nurture and bottom-of-funnel engagement strategies
The need to attract more qualified candidates aligned with long-term program positioning and outcomes

The Opportunity

The opportunity was to move toward a more structured, conversion-focused approach to marketing - shifting from lead volume to lead quality and strengthening the full funnel from initial inquiry through enrollment.

This required building more reliable infrastructure across CRM, nurture campaigns, and targeting, while also improving creative and messaging to better connect with a more qualified audience.

Bringing it to Life

Lifecycle Marketing
& CRM

Redesigned nurture campaigns into a 20+ week journey, introduced texting, and rebuilt CRM infrastructure to support segmentation and tracking.

Digital &
Paid Media

Supported strategy and vendor management across digital, retargeting, out-of-home, and print, expanding into CTV, radio, and transit.

Conversion-Focused Campaigns

Developed targeted email and retargeting campaigns to drive info session attendance, streamlining event strategy to reduce volume and improve conversion.

Audience Targeting & Segmentation

Refined targeting through lookalike audiences and program-specific segmentation, with particular focus on attracting stronger Executive MBA candidates

Agency
Partnership

Supported RFP development, agency selection, and onboarding; partnered on campaign messaging, creative, and audience strategy.

Content &
Messaging

Increased investment in content to support engagement and conversion, contributing to the foundation of what later became the Leavey Newsroom

Leavey Trifold Mockup Back (Cropped).png

Impact

Growth in Executive MBA Enrollments

%

YoY Revenue Growth

%

Helped drive a 29% year-over-year increase in projected revenue across the graduate portfolio
Drove 155% growth in Executive MBA enrollments and 30% growth in Evening MBA enrollments
Grew total incoming students across all programs by 16% year-over-year
Grew Executive MBA leads 24% year-over-year
Established a more data-driven, scalable marketing infrastructure supporting ongoing enrollment growth

My Role

Contributed to enrollment marketing strategy in partnership with senior leadership
Helped shape and execute campaign strategy across lifecycle marketing, CRM, and paid media
Directed design and production of admissions and recruitment materials across print, digital, and event environments

Played a key role in RFP development, agency selection, and onboarding; partnered on campaign strategy and creative
Partnered with admissions to align campaign execution with enrollment goals
Optimized campaigns based on performance data and funnel insights