Turning a $160M National Initiative Into a Customer Growth Engine
Connecting a community investment program to a national go-to-market strategy that reached new business segments, attracted higher-value customers, and strengthened brand preference.
The Challenge
- An opportunity beyond community investment: During the pandemic, the company committed $160M to helping small businesses navigate unprecedented challenges. The opportunity was to connect that commitment to a disciplined growth strategy that reached underserved business segments and built stronger customer relationships.
- A six-month national launch: Build and launch a national program from the ground up, aligning multiple companies, business units, regional teams, and external partners around one go-to-market strategy.
MY PLAYBOOK
- Built the national go-to-market strategy and operating model from the ground up, connecting the company's philanthropic commitment to measurable business objectives within an aggressive six-month timeline.
- Led a 150+ person matrixed team across multiple business units, regions, and external partners, creating alignment and coordinated execution primarily through influence.
- Directed integrated, multi-channel campaigns to expand market reach, engage new customer segments, and strengthen brand preference at national scale.
The Impact
- 40% of customer conversions came from businesses the company had previously been unable to reach, expanding the customer base into new segments.
- 11% higher average contract value among customers acquired through the program compared with other channels.
- 10% increase in purchase intent, strengthening future demand potential.
- 400M+ media impressions generated nationwide, building visibility at national scale.