Overview

At SignWell, a growing B2B SaaS company in the e-signature space, I worked across the growth funnel to help acquire new users, improve conversion, and generate qualified pipeline. The role gave me the opportunity to work closely across the customer journey, from initial acquisition through product engagement and sales.

Roles and Responsibilities

My work spanned paid acquisition, organic growth, SEO, lifecycle marketing, website optimization, and sales enablement. I managed campaigns across Google and LinkedIn Ads, helped improve landing pages and conversion paths, and used HubSpot to better connect marketing activity with qualified users and pipeline.

I also worked closely with the team to identify growth opportunities, prioritize experiments, and understand which channels and customer behaviours were contributing to the business.

Execution and Impact

A major focus was looking beyond surface-level marketing metrics to understand what happened after someone became a lead or signed up for the product.

I tested acquisition strategies, messaging, landing pages, and audiences while helping strengthen the connection between marketing, product usage, and sales. This included using product signals to identify higher-intent users and supporting programs designed to move those users further through the funnel.

Results

The work helped SignWell scale acquisition while building a clearer connection between marketing activity and qualified pipeline. Several campaigns delivered strong improvements in efficiency and conversion, while growth programs across paid, organic, product, and lifecycle channels contributed to meaningful sales opportunities.