Case study 04 · Health & Wellness Startup
Zero-to-One Marketing Infrastructure
Turning founder ideas into the project, data, web, and automation infrastructure an early-stage organization needed to execute.
- Role
- Marketing Operations & Project Management Lead
- Focus
- Marketing Operations · No-Code · Automation · Project Management · Data Operations
- 01
Founder strategy
- 02
Project operations
- 03
Audience data
- 04
No-code web
- 05
Marketing automation
- 06
Campaign activation
The starting point
No CRM to fix. Nothing built yet.
The organization was running several related brand initiatives in a fast-moving, resource-constrained environment. Strategy and campaign ideas often started as conversations, audio notes, documents, and disconnected tasks.
The job was to turn that raw direction into an operating structure people could actually execute—starting before any technology was chosen.
01 — Turn strategy into execution
The work began before the technology.
I worked directly from founder-level direction and translated it into structured work. Strategic and financial decisions stayed with the founders; my role was making them executable.
Founder input
- Conversations
- Audio notes
- Documents
- Loose tasks
Operational mapping
Ideas sorted into structure, sequence, and scope
Projects · owners · dependencies
02 — Build the project operating layer
One place to see the work.
Before
Work spread across conversations, messages, and disconnected information.
Asana operating layer
After
More structured execution through centralized project management across 5 brand properties.
03 — Structure the audience data
From scattered lists to usable audiences.
I aggregated, cleaned, and segmented a 5,000+ contact database for targeted outreach, and researched 30+ higher-education institutions and organizations as outreach targets.
Raw lists
Community organizations, churches, barbershops, university outreach
Cleanup
Consolidation and standardization
Segmentation
Grouped by audience and campaign
Campaign-ready
Targeted outreach audiences
04 — Build the no-code web layer
Three campaign properties, built no-code.
Using no-code tools including Lovable, I built three responsive web properties to support campaign execution. This was no-code digital infrastructure for campaigns—not traditional software engineering.
Wellness check-in campaign
Barbering outreach
University outreach
05 — Connect marketing automation
From first touch to follow-up.
- 01 →
Entry point
Campaign page · QR code · landing page
- 02 →
Lead capture
Forms on the no-code properties
- 03 →
Tag / segment
Audience tagging in ConvertKit
- 04 →
Follow-up
Email sequences (ConvertKit) + SMS (Clearstream)
- 05
Action
Contest participation (Vyper) · commerce (Shopify)
Conceptual flow of how campaign entry points moved into capture and follow-up across the tools used.
06 — Support multi-brand execution
Five workstreams, one structure.
I built the project-management framework and digital infrastructure supporting work across 5 related brand properties.
My role was hands-on: operations and project lead, and cross-functional coordinator—keeping owners, dependencies, and deliverables connected as priorities shifted.
Hands-on implementation
What I actually built.
Project Operations
Asana structure, dependencies, ownership, and execution visibility
Audience Data
Consolidation, cleanup, and segmentation of 5,000+ contacts
No-Code Web
Three responsive campaign properties and lead-capture experiences
Marketing Automation
Email, SMS, tagging, and campaign activation workflows
Cross-Functional Execution
Translating founder direction into organized workstreams and deliverables
Verified evidence
What was put in place.
5,000+
Contacts aggregated, cleaned, and segmented for targeted outreach
3
No-code web properties built
5
Brand workflows structured and supported
30+
Higher-education targets researched
Next step
Big ideas, no operating structure yet?
If your strategy is moving faster than your infrastructure, I’m happy to talk through what to build first.