Case study

Breaking a $10M budget's dependence on paid search at Workleap

~$100M ARR HR Tech. Director of Growth Marketing, 2023–2024, Remote.

Category HR Tech, multi-product Role Director of Growth Marketing Team 18 people, $10M ad budget

Situation

Workleap's demand strategy across its three HR Tech products was 100% dependent on paid search — a single-channel model with an inherent ceiling and rising acquisition costs.

Strategy

Andrew led an 18-person growth marketing team and a $10M advertising budget, shifting the company's demand strategy from paid-search dependency into a multi-channel demand creation and capture model spanning all three products.

Results

Grew pipeline 34% quarter-over-quarter.
Diversified demand generation off a single-channel, paid-search-dependent model across three product lines.

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