KPI Marketing Consulting
Selected Work

Measurement, brand, and demand. With the numbers attached.

Seven engagements across consumer healthcare, insurance, home services, and CPG. Some as the marketing leader inside the business, some as the measurement strategist brought in from outside.

In-House Marketing Leadership

4 ENGAGEMENTS
Consumer Healthcare

WellNow Urgent Care

Growing organic visibility, paid search conversion, and brand awareness at the same time, across 200+ urgent care locations.

  • 179% growth in page-one organic keywords, 2.7K to 7.6K
  • 7% to 16% paid search appointment booking conversion
  • 58% to 70% aided brand awareness
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D2C Life Insurance

Fidelity Life | eFinancial

Inheriting a direct-to-consumer program with no reliable measurement, then building the analytics foundation it needed.

  • 159% growth in organic search lead volume
  • MMM and MTA capability built from zero
  • Total Search roadmap aligning SEO with paid media
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Regulated Insurance

CNO Financial Group

Finding where speed mattered inside a compliance-heavy insurer, then shipping web, social, SEO, and CRM work against it.

  • 25% additional lift in lead close rate from CRM nurture
  • Multi-channel digital projects delivered in a slow-to-change environment
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PE-Backed Home Services

Atrium Home Services

Building one strategy across five brands and roughly ten markets, plus a demand plan for the seasonal trough.

  • 5 brands unified under a single 2026 strategy
  • Cost per booked lead by trade, reported to the board
  • Shoulder season demand generation plan
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Advanced Attribution Consulting

3 ENGAGEMENTS

Client work as Measurement Strategist with M-Squared, building marketing mix models and marketing accounting frameworks for national brands.

CPG · Global Foot Care

Dr. Scholl's

A 6-model MMM structure across retail categories, covering brick-and-mortar, Amazon, and D2C for a brand with $600M+ in international retail sales.

  • 12% of retail sales driven incrementally by media and promotions
  • 2x spend, under half the iROAS on trade and promo vs. national media
  • Cross-retailer halo identified from Amazon RMN
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Multi-Location Healthcare

Jefferson Dental & Orthodontics

A 4 P&L model across booked and completed appointments for 60+ dental offices, where siloed systems had made media economics opaque.

  • 5.8% of booked appointments incremental, at a 1.60 ROAS
  • 4.6% of completed appointments incremental, at a 1.50 ROAS
  • Overstatement in GA and platform reporting confirmed
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CPG · Plant-Based Foods

Beyond Meat

A 4 P&L model across retail sales channels, built partly to verify another provider's MMM and to settle whether retail media networks were working.

  • 10% of sales driven incrementally by media, at a ~$4.00 ROAS
  • 3.9 to 0.3 ROAS spread across retail media networks
  • 26% forecast growth from roughly doubling media budget
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