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A 3-Day Global Event. 800K+ Leads. $3M+ Ad Spend.
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Role: Senior Campaign Manager & Lead Acquisition Strategist
Client: Tony Robbins & Dean Graziosi
Channels: Paid Media • Email • Organic • Livestream
Conversion Focus: Full-funnel architecture, creative strategy, execution systems
The Mission
Launch Time to Rise 2024 — a free virtual personal growth event — and drive over 1 million opt-ins in under 30 days, with 80% from new traffic. My job? Architect the full campaign strategy, lead execution across 10+ teams, and scale performance without losing the human touch.
https://www.facebook.com/watch/?v=409799761760346&ref=sharing
What I Led
- Built full-funnel strategy from opt-in to upsell
- Managed 300+ assets across paid, email, SMS, and landing pages
- Directed $3M+ in ad spend with daily performance reviews
- Developed a 45-day content + media flight plan across teams
- Co-created campaign roadmap and kickoff decks to unify departments
- Led creative direction, copy approvals, and message alignment
- Oversaw daily pacing, optimization, and stakeholder comms
What Actually Worked
Forget studio polish — what performed was real, raw content:
- Tony riffing in his car
- Sage speaking off-script
- Comedians and creators telling the story their way
We threw out the "perfect" and leaned into relevant. That shift? It drove the highest engagement and most cost-effective leads.
What Made It Work
- Relatability over flash — Ads that felt real outperformed studio content
- AI-powered creative testing — Used AI to spin new hooks, headlines, and segments
- Rapid creative refreshes — New ads every 48–72 hours kept performance high
- Team alignment — Daily check-ins, shared dashboards, and clear ownership across every channel
The Results
- 800,000+ opt-ins
- $3M+ in paid media
- $1M+ in upsells
My Campaign Contributions
What I’d Optimize Next Time
- Pre-schedule video shoots (before holidays = less stress, better content)
- Give affiliates more lead time to prep
- Simplify messaging around "starting a business" for broader appeal
- Add visual variation to keep content fresh (wardrobe, backgrounds, etc.)
- Avoid overlapping with other launches for max visibility
Ad fatigue hit quickly, within 48–72 hours.
Top Static (2024)
Top Static (2024)
Top Static (2024)
To maintain high performance, we stayed agile through daily reviews, fresh copy, rotating hooks, and mid-flight creative adjustments.
What I Can Bring to Your Team
If you're looking for a strategist who can:
- Drive large-scale campaigns with precision
- Craft authentic, high-converting copy
- Transform strategic vision into actionable plans
- Unite teams to deliver results
…I’m ready to jump in.