Context
The role covered digital acquisition and lifecycle work within a global insurance business.
My responsibility
I built CRM-driven lead management and lifecycle workflows, connecting audience segmentation, qualification, nurture and the handoff between Marketing and Sales.
The growth system
Acquisition measurement connected paid media, CRM and web analytics. Standardized tracking, conversion events and funnel reporting helped identify stronger channels and conversion opportunities.
Structured experiments covered targeting, campaign messaging, landing pages and lead journeys. Funnel and customer data informed the prioritization of acquisition improvements.
Outcomes
The work reduced cost per lead by 20% and contributed to a 15% increase in policy acquisition within six months.
Concurrent project work
An ADA agency project ran from December 2020 to July 2021 and overlapped with this full-time MetLife role. It is listed separately as a project engagement.
What this work demonstrates
Experience connecting acquisition, lifecycle workflows and sales handoffs in a trust-sensitive customer journey.