Transforming a Stalled Campaign into a High-Performing Lead Generation Engine

Led the strategic relaunch of a nationwide lead generation program designed to help loan officers acquire new business. Rather than simply refreshing the campaign's creative assets, I reimagined the entire customer journey by identifying and eliminating the barriers that were preventing adoption, engagement, and lead conversion.

My first step was to understand the problem from the user's perspective. I established a focus group of loan officers to uncover why participation was low and where the program was breaking down. Their feedback revealed friction points in the registration process, lead distribution model, and overall user experience that limited the campaign's effectiveness.

Using these insights, I partnered with Strategic Resources to redesign the lead acquisition strategy. Instead of routing prospects into a centralized lead pool, I created a more personalized digital ecosystem that allowed loan officers to integrate the campaign directly into their own branded websites. Prospective customers could now submit information through customized landing pages and have qualified leads delivered directly to each participating loan officer, creating a faster, more seamless path from interest to follow-up.

To drive adoption, I developed a comprehensive internal marketing campaign that combined executive sponsorship, launch communications, sales enablement, and ongoing education. The initiative included teaser mailers, email marketing, a company-wide launch event, webinars, CRM campaigns, social media training, promotional videos, customizable digital assets, marketing collateral, and a new public-facing sweepstakes landing page—equipping hundreds of loan officers with the tools and confidence to actively generate and nurture new business.

The result was more than a campaign relaunch—it was a complete transformation of the program's marketing strategy and user experience.

Business Impact

• Increased qualified lead generation by 400% in the first month following the relaunch—surpassing the total number of leads generated during the previous four-month campaign.

• Improved adoption by removing key user pain points identified through stakeholder research and focus groups.

• Redesigned the lead distribution process to deliver prospects directly to participating loan officers, improving speed, ownership, and conversion opportunities.

• Led a cross-functional initiative spanning marketing strategy, digital experience, CRM, sales enablement, executive communications, and training to drive nationwide engagement and measurable business growth.