Making every part of the funnel count.
Connecting a $3.5M annual marketing budget with content, retargeting and a clearer route to conversion.
Digital acquisition strategy
Canada · Trading & financial services
Annual marketing budget
Educational content within the CMC customer journey.
The problem worth solving.
Acquisition needed to build confidence as well as capture intent. Potential customers faced a complex product, while disconnected marketing and CRM data made it harder to understand the value of each campaign.
Earn attention through education.
Built the acquisition journey around practical trading and risk-management content, giving high-intent visitors useful answers before asking them to open an account.
Match the next step to the audience.
Connected educational content with demo-account retargeting and clearer account-opening pathways, giving each stage of the funnel a distinct job.
Bring media and customer data together.
Integrated ad-platform and CRM reporting to support A/B testing and budget reallocation. Worked with teams in the UK, Australia and Singapore to adapt global campaigns for Canada.
What the work delivered.
The published case documents ownership of a $3.5M annual marketing budget and an acquisition approach connecting paid media, content, conversion and CRM insights.
Based on the published project account ↗. Campaign imagery is drawn from the original portfolio.
A campaign does not end at the click. The quality of the next step matters just as much as the targeting that brought someone there.