Pine is a Canadian DTC mortgage lender, similar to the US company Rocket Mortgage. Zurain was the first senior marketing hire and developed a holistic marketing strategy, helping 3x demand gen and grow the brand.

Zurain started by creating ideal geographies and customer profiles, enabling targeted marketing efforts and improved ROAS. Then he managed and collaborated with internal and external team members and agencies to develop comprehensive brand strategies and media creatives. At the same time he began implementing systems and engines needed to launch large-scale marketing campaigns. Beyond multiplying demand gen results, Zurain also improved conversion 30% by A/B testing new user experiences and increased brand and conversion campaign effectiveness 20% through product and market segmentation.

Zurain audited and developed a strategy for a Series B e-commerce company in the travel industry. They focused on offering vacations, hotels and flights, etc. with competitive pricing.

It had been in operation for over 3 years, with great success but recently facing a slowdown. Despite the teams best efforts they are unable to regain momentum. The company was focused on growth and customer acquisition but Zurain delved deeper and determined a lifecycle and retention strategy would be more effective.

Zurain began with a deep data analysis, conducting cohort, channel, campaign and product analysis. After auditing and determining internal weaknesses, areas of opportunity, points of friction, and low hanging fruit, Zurain developed a lifecycle and retention marketing strategy. Areas of focus included: 1. Re-engagement: Reengaging inactive users including non-purchasers and churned users 2. CS/UP: Developed personalized campaign streams (Drips, evergreen, triggers, etc.) targeting users based on specific purchases and actions 3. Refocusing Channel Investment: Determining what channels to use when and at what cost to ensure optimal ROI 4. Creating Happy Path to AHA! Moment: Determining the optimal journeys for new users with ideal touchpoints helping them get to the AHA! moments as quickly as possible

As a result of the strategy the company saw a drastic increase in repeat purchase and reactivation, reduced churn and quicker time to purchase. The company increased revenue with significantly lower costs than it would have from additional growth campaigns.