Flare HR
Restoring Marketing Velocity Through Technical Excellence
Summary
Transformed a broken marketing website into a high-performing conversion engine. Achieved +619% traffic growth and +617% conversions by fixing technical issues, streamlining workflows, and implementing data-driven optimization.
The Challenge
Flare HR's marketing team was stuck. Campaign launches took weeks instead of days. The website had persistent technical issues. Analytics were unreliable. The team couldn't move fast enough to test ideas or respond to market opportunities.
My Approach
- Mapped the entire campaign workflow to identify bottlenecks
- Found root cause: fragile CMS setup where any change risked breaking the site
- Rebuilt technical foundation with staging environment and version control
- Implemented analytics and conversion tracking infrastructure
- Created campaign templates and reusable components for faster launches
- Trained team on new workflow and empowered them to move independently
The Solution
Rebuilt marketing infrastructure from the ground up: (1) Technical stability - migrated to robust CMS setup with proper staging/production environments, (2) Campaign automation - created reusable landing page templates reducing setup from 3 weeks to 2 days, (3) Data infrastructure - implemented proper analytics tracking, conversion funnels, and A/B testing framework, (4) Process optimization - documented workflows, created checklists, empowered team with self-service tools.
Measurable Impact
Explosive growth enabled by ability to launch campaigns quickly
More conversions through optimized funnels and A/B testing
Reduced from 3 weeks to 2 days with templates and automation
Team could launch 3x more campaigns per quarter
Key Takeaways
Velocity compounds: -86% setup time didn't just save time, it enabled 3x more experiments, which led to better learning, which drove growth.
Remove friction between people and their goals. The marketing team had great ideas but were blocked by technical barriers.
Staging environments are not optional. Teams that can test safely ship faster.
Measure what matters: Shifted focus from vanity metrics (pageviews) to conversion metrics (form submissions, demo requests).