As Marketing Director at Goodwall, I led a cross-functional team of 10 to transform Goodwall into the world’s leading digital community for Gen Z talent. Overseeing web development, SEO, content, email, paid ads, app marketing, and social media, I architected and executed a full-funnel growth strategy that delivered measurable results in user acquisition, engagement, and retention.

 

The Challenge

Goodwall’s mission was ambitious: connect and empower millions of young people globally, helping them showcase achievements, access opportunities, and build their futures. To achieve this, we needed to rapidly scale our user base, drive meaningful engagement, and position Goodwall as the go-to platform for youth development—all while optimizing acquisition costs and retention.

Role & Strategy

  • Growth Leadership: Directed a multi-disciplinary marketing team, personally driving strategy and execution across all digital channels.

  • Web & SEO: Led a comprehensive web overhaul and SEO strategy, boosting organic traffic and discoverability for high-intent keywords.

  • Content & Social: Developed a robust content calendar, managed social media campaigns, and launched viral UGC and influencer initiatives, positioning Goodwall as the #1 community for young talent.

  • App & Email Marketing: Orchestrated in-app campaigns and lifecycle email flows, increasing activation and retention rates.

  • Performance Marketing: Managed paid ad campaigns (Facebook, Instagram, Google) to maximize installs and engagement while reducing CAC.

  • Brand Storytelling: Oversaw creative direction for campaigns, including the “#1 Community for Young Talent” series, and ensured consistent messaging across all touchpoints.

  • IRL to Digital: Connected real-world challenges—such as climate action and entrepreneurship—with digital campaigns, driving both participation and social impact.

  • Campaigns: Launched multi-channel campaigns that highlighted user achievements, social impact, and community stories.

  • Community Engagement: Fostered a vibrant, supportive environment with interactive challenges and recognition for top contributors.

  • Data-Driven Optimization: Used analytics to refine messaging, creative, and targeting, ensuring continuous improvement and ROI.

  • Team Development: Hired, trained, and mentored a high-performing team, instilling a culture of innovation and accountability.