Case studies
Strategy, turned into
measurable revenue.
Four organizations across robotics, optics, manufacturing and cross-border trade. Same approach every time: start from revenue, fix the measurement, build the team.
of company revenue driven by marketing in 2022
01 / Robotics · Global expansion
JAKA Robotics
A high-growth collaborative robotics unicorn expanding from Asia into Europe and North America against legacy robotics incumbents.
Role: Head of Global Marketing, leading international go-to-market, brand positioning and demand generation.
What I did
- Built the global marketing department from zero in 7 months and scaled the digital inbound funnel.
- Combined Hannover Messe, Automate Detroit, Fabtech USA, ITAP Singapore and SPS Germany with distributor enablement.
- Secured tier-1 PR in TechCrunch, Nikkei Asia, The Robot Report and Yahoo Finance; forged alliances with AWS, A3 and IFR.
The results
- Marketing share of company revenue grew from 24% in 2021 to 39% in 2022.
- 73.6% lower customer acquisition cost; 1,200+ qualified leads a year.
- 1,035+ enterprise leads sourced across global trade shows.
- LinkedIn grew from 8k to 20k followers; click-through rate up 462%.
increase in sales
02 / Industrial technology · Revenue growth
Crylink
An industrial crystal and laser optics manufacturer seeking direct international B2B buyer pipelines in western markets.
Role: Global Commercial & Marketing Strategy Lead.
What I did
- Captured search demand through technical content marketing.
- Streamlined request-for-quote paths for OEM engineers.
- Scaled the qualified pipeline and tracked marketing-attributed revenue end to end.
The results
- Sales increased by 47%.
- Annual qualified pipeline grew from 275 to 510 leads.
- €2.7M marketing-attributed revenue in 2022.
- €3.1M marketing-attributed revenue in 2023.
Google Ads cost per acquisition
03 / Industrial manufacturing · China & global
Star Rapid
A global rapid prototyping and tooling manufacturer facing ballooning ad spend and unoptimized agency workflows.
Role: Marketing Department Leader.
What I did
- Grew the department from 4 to 21 specialists (6 in-house plus 15 agencies and freelancers) in 16 months.
- Overhauled Google Ads and paid acquisition; built China marketing through WeChat and Baidu Ads.
- Aligned paid advertising with YouTube and LinkedIn content into one multi-channel demand engine.
The results
- Google Ads cost per acquisition down 87.4%, generating 40–70 inbound leads a month.
- China: 1,078 marketing leads → 323 sales leads → 64 customer accounts and quotes.
- YouTube: 5.4M views and an 83.3% click-through boost.
- LinkedIn click-through rate up 547%.
annual revenue supported
04 / Cross-regional operations · Europe & Shanghai
Raise International HK
Cross-border expansion and a distribution launch into China, spanning European and Shanghai B2B and B2C operations.
Role: Director of Global Expansion & Commercial Strategy.
What I did
- Localized B2B positioning and aligned regulatory requirements for market entry.
- Activated tier-1 distributor networks across regional markets.
- Restructured and managed a 31-member cross-regional team.
The results
- Established a profitable distribution footprint and multi-regional client pipeline.
- 31-member cross-regional team restructured.
- Operations supporting €5.7M annual revenue.
Images are illustrative. Results are career outcomes from roles held at each company.
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