Challenge

As Campsi's first CMO and marketing leader, I was tasked with building its entire marketing function from the ground up. The app needed brand awareness, user acquisition strategies, and clear messaging to communicate its unique value to parents juggling multiple camp schedules.

Approach

I led Campsi’s positioning, marketing, content creation, GTM strategy, audience marketing, and brand management. I managed both the brand agency and the internal marketing manager to ensure cohesive execution. This included refining messaging, building targeted campaigns, improving website UX, and crafting a comprehensive content strategy to engage parents and camp directors.

Results

Successfully launched the app with a clear brand identity and positioning. Created a robust testing framework based on user interviews and UX sprints, enabling continuous iteration and improvement. Established foundational marketing processes that set the stage for future growth and user acquisition.