ESET

🔁 Paid Media Growth and Performance Optimization

To drive lead acquisition at scale, performance marketing efforts across Google Search, Display, and paid social were restructured using data-backed bid and budget strategies.

Key improvements included:

• Granular budget allocations based on product line, region, and customer segment
• Real-time optimization through Google Marketing Platform, improving ROAS and reducing waste
• Creative rotation testing and offer segmentation to match buyer stage and persona intent

Result: A 124% increase in lead volume and improved quality scores across core campaigns.

🌐 Affiliate Channel Expansion

Affiliate performance had plateaued before the team assumed management of the channel. Through focused optimization, updated incentives, and new partner onboarding programs, the affiliate network was reactivated and expanded.

Initiatives included:

• Re-launch of partner enablement materials and cross-promotion kits
• Strategic onboarding of high-potential partners across key verticals
• Enhanced UTM tracking and payout alignment to sales attribution

Result: Partner-driven revenue increased 47% YoY, becoming a reliable top-three channel in revenue contribution.

🛒 Ecommerce Optimization & Checkout Redesign

The ecommerce experience was rebuilt from the ground up, with a new checkout architecture designed to reduce abandonment and increase completed transactions.

Key improvements:

• Reduced form friction through auto-fill, fewer required fields, and mobile optimization
• Integrated upsell and renewal offers directly into checkout flow
• Performance monitoring with funnel tracking to identify and resolve drop-off points

These enhancements were instrumental in supporting both trial-to-paid and direct-purchase conversions, contributing to $5M+ in digital bookings.

🧪 Trial Conversion Optimization: 5x Increase in Activation

Improving the free trial experience was critical to increasing customer acquisition and product adoption. A UX-driven initiative focused on streamlining onboarding, clarifying next steps, and reducing friction at the install and activate stage.

Highlights:

• Rebuilt landing pages and product download flow for clarity and responsiveness
• Embedded email nurture and in-app prompts for key activation milestones
• Personalization based on geography and product intent

Result: A 5x improvement in free trial conversion, leading to a measurable lift in downstream paid conversions.

✉️ Lifecycle Revenue Acceleration via Email Automation

A data-driven email automation strategy was deployed to support renewal retention, upsell timing, and user education. Powered by Eloqua and integrated with internal customer data systems, this strategy extended lifecycle value across multiple product SKUs and customer cohorts.

Program elements:

• Time-based and usage-based triggers for renewal nudges
• Behavior-based segmentation to personalize onboarding and retention sequences
• Integration with ecommerce to drive timely cross-sell offers and repurchase flows

Result: Renewal-based revenue increased 148%, and repeat purchase rates improved across SMB segments.

🛠️ Infrastructure & Platform Innovation

Several foundational systems were implemented to support scale and efficiency:

• Google Marketing Platform was rolled out globally to unify campaign tracking, optimization, and insights
• Website redesign modernized ESET's core digital properties with conversion-focused UX
• Analytics integrations enabled closed-loop reporting from impression to transaction

These upgrades enhanced both campaign execution velocity and business decision-making across global teams.

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