Selected works
Designing and managing the single largest revenue event in Gravity WIz’s company history
I designed and coordinated Gravity Wiz’s largest sale, bringing acquisition, reactivation, upgrades, paid media, partners, email, and on-site promotion into one Black Friday campaign.
The result
The largest revenue event in company history.
Email prospects converted to customers
Context
Gravity Wiz runs an annual two-week Black Friday sale across three product suites and roughly 80 products. The campaign had a few goals: of course, increase new customer acquisition. Simultaneously, we were looking into expansion, reactivation and growing our prospect database.
My role
I owned the campaign plan and coordinated delivery across channels and teams. I also shaped the segmentation, offer placement, paid-media plan, partner support, and measurement approach.
Actions taken
- Campaign design and preparation
- Built the high-level campaign plan across acquisition, reactivation, upgrades, and higher-value licences.
- Ran a pre-sale lead-capture campaign for deal notifications.
- Paid media
- Managed an \$8,000 budget across Google Ads, Meta, X, and YouTube.
- Layered Black Friday promotions onto existing high-performing campaigns and assets.
- Used more than a year of Meta and Google audience development for extensive remarketing.
- Built a dedicated YouTube strategy that placed deal ads on Gravity Forms-specific videos.
- Email and lifecycle campaigns
- Created a five-part email campaign focused on high-performing plugins.
- Segmented messaging by licence, product suite, behaviour, activity, and customer status.
- Built the prospect list throughout the preceding year with Black Friday in mind.
- Ran a reactivation campaign for churned and unengaged customers.
- Built a dedicated cart-abandonment campaign.
- Ran an upgrade campaign for Basic and Advanced licence holders.
- Website and conversion work
- Added deal messaging to high-traffic pages.
- Updated banners, landing pages, and upsell notifications across the website.
- Added checkout upsells from lower-tier to higher-tier licences.
- Updated GravityForms.com plugin listings with Black Friday notices.
- Partners, community, and earned reach
- Contacted WordPress community groups and referral partners about the sale.
- Created value-focused community and social campaigns for the sale period.
- Secured earned placements on GravityForms.com.
- Gave partners pre-made, partner-specific promotional packages.
- Prospect capture.
- Implemented prospect-capture and email opt-in systems across website.
- Measurement
- Coordinated customer-journey tracking and attribution mapping across the campaign.
Results
- Produced the single largest revenue event in company history by added ARR.
- Produced the largest Black Friday and Cyber Monday revenue days in Gravity Wiz’s history.
- Reached a 10% prospect-to-customer conversion rate through the email campaign.
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