Gordon
Donnelly

Triple Whale already had a strong following among ecommerce founders. The website wasn’t making enough of it. I turned podcast episodes, Twitter threads, and platform data into useful content for brand operators, then improved the path from those pages to a demo.

Monthly organic traffic grew from roughly 1,000 to 11,400. A separate conversion testing program increased demo conversion by 36%.

• Built the first State of D2C Advertising study using data from more than 1,300 ecommerce brands.
• Repurposed founder content into articles and landing pages that answered buyers’ questions.
• Ran website experiments in VWO to improve demo conversion.
• Managed content, UX, engineering, and an external SEO agency.

Knock2 helps B2B revenue teams identify anonymous website visitors. I defined the ICP and then owned everything downstream of it: positioning, the website, a cold outbound program built from the ground up, and paid across LinkedIn, Google, and Meta.

Outbound and advertising worked the same accounts in the same week, with messaging segmented by the pain each segment actually had. I rebuilt HubSpot attribution so we could see which channels were contributing to pipeline.

MRR increased 36% during the first 60 days.

• Positioned the product on our own data. We ran Knock2’s pixel against RB2B and found we resolved a materially higher share of visitors. That identification rate became the competitive claim, and I tested it as a message before committing to it.
• Built the outbound program from zero. Defined the ICP, then sequenced off website visitors enriched through our own pixel, with BuiltWith and Clay for stack signals and Leadfeeder, 6sense and Demandbase for account-level identification.
• Segmented the messaging by pain, not by title, so a RevOps lead and a demand gen lead at the same account got different arguments.
• Rebuilt the website: comparison, use-case and persona pages, forms with backend enrichment, and channel reporting in HubSpot.
• Ran LinkedIn, Google and Meta with continuous creative testing, against the same accounts outbound was already working.

Method Seven makes technical eyewear for pilots and growers. I took Google over from an incumbent agency and scaled it, then built the channels that did not exist yet. Amazon, Meta and TikTok were all zero to one, including the storefront, the listings and Amazon SEO.

Revenue grew from approximately $700,000 to $2 million. Within twelve months, Google Ads spend and attributed revenue tripled while ROAS held around 3.5×.

• Built Amazon from nothing. Storefront, product listings, listing SEO and sponsored product campaigns, in a category where the brand had no presence at all.
• Launched Meta and TikTok from zero and ran them alongside Google and Shopping as one budget, allocated on blended return rather than per-platform ROAS.
• Ran creative at volume. Segment-specific angles for aviation and horticulture, tested continuously, with the winners carried across channels.
• Built a co-branded giveaway motion with complementary brands that generated tens of thousands of leads, then converted them through email.
• Owned Merchant Center and the Shopping feed, including product data quality, which is what made Shopping scale.

I joined WordStream as an intern and eventually took ownership of organic search. I wrote the articles and the original research, developed the acquisition strategy behind the company’s free tools, and ran link acquisition. The work solved real advertising problems for small business owners and introduced them to the product.

Beyond writing, I produced webinars and YouTube content myself, and presented original data at industry events.

Monthly organic sessions grew from 370,000 to 2.5 million. Organic was the company’s largest source of trials, MQLs and SQLs throughout.

• Free tools as an acquisition channel. Helped create and shape the Free Keyword Tool, Facebook Ads Grader and Smart Ads Creator, and owned the search strategy that sent qualified traffic into them. Tools converted to trials at a rate content alone never matched.
• Wrote the benchmark studies. Original advertising data by industry, under my byline, still ranking and still converting years later.
• Articles under my byline drew more than 200,000 organic sessions a month.
• Produced webinars and YouTube content myself, not briefed out, as part of the same demand program.
• Led the content program behind the move into Facebook advertising, which supported a second product line.
• Ran the technical side too: site architecture, crawl and indexation, internal linking, content refresh cycles, competitor gap analysis and link acquisition.

Coologics had a clinical study running months behind enrollment. Without participants the study does not complete, and without a completed study there is no FDA submission. The company’s path forward depended on filling it.

There was no recruitment function to inherit. I built it: the offer, the screening flow, the landing experience, the creative, and the media that fed it, under advertising rules that prohibit most of what a healthcare marketer would normally say.

Enrollment increased 11× and recruitment closed six months ahead of schedule, avoiding more than $500,000 in projected study costs.

• Built the recruitment funnel from zero: landing experience, pre-screener and the hand-off into the study team.
• Wrote and tested creative at volume across UGC, practitioner testimonial, and feed and Reels formats, inside a narrow compliance envelope.
• Iterated messaging on performance, not opinion. The winning angle was the one that named the condition plainly.
• Ran the media and the budget against cost per qualified participant rather than cost per lead.

Vector Health is the name I run trial recruitment under as a consultant, not an agency.

Smartweave is a preclinical regenerative medicine company raising through Wefunder. A crowdfunding raise is a single funnel with a hard deadline, so every channel had to point at one action. I rebuilt the website, wrote the investor narrative, and ran paid, email and outbound against the same commitment page.

The campaign attracted more than 90 investors and $285,826 in commitments.

• Rebuilt the site to carry a preclinical science story to a retail investor who is not a scientist, without overclaiming on a regulated product.
• Wrote and tested the paid creative, moving budget onto the angles that produced commitments rather than clicks.
• Built the email program: nurture for people who viewed but did not commit, and the investor update cadence that held attention across the campaign.
• Ran outbound into the raise, sourcing and sequencing prospective investors directly.

PlenOptika was bringing a handheld vision-testing device to market with no marketing function in place. I came in fractionally and built one: the CRM, lead attribution, lifecycle email and channel reporting first, then the acquisition on top of it. I worked directly with the VP of Sales and the founders throughout.

Revenue grew from $500,000 to $2.5 million over two years. The company raised a seed round on that traction.

• Instrumented before spending. Built the HubSpot instance, lead attribution and channel reporting so every dollar could be traced to a clinic that bought.
• Ran Google, Meta and LinkedIn against an audience of a few thousand people worldwide, where broad targeting wastes the entire budget.
• Built lifecycle email and remarketing for a sales cycle measured in months, keeping the device in front of clinicians between touches.
• Tested creative and landing pages around the one thing that mattered to the buyer: a clinical-quality refraction in under a minute.
• Fed the sales team qualified demos and reported on what each channel contributed, which is what the seed round was raised against.

Kantiv sells pursuit software to architecture, engineering and construction firms. Their buyer is a proposal manager who now asks ChatGPT which tool to use before they ask a peer. Those answers are assembled from third-party sources, so I built both halves: the content that holds the answer, and the outreach that gets Kantiv into the sources the models read.

Across 50 tracked commercial prompts, AI visibility increased from 26% to 36% in 60 days. AI referral traffic increased 400% in 90 days.

• Published the comparison and buying-question content that proposal managers actually search, and that models quote back.
• Built a database of 8,000+ scored placement opportunities from prompt tracking, competitor backlinks and SERP attribution.
• Automated contact resolution and ran the outreach to get listed in the third-party roundups the answers are built from.
• Tracked visibility, retrievals, referrals and demos on one dashboard, so content decisions were made against measured citation rather than guesswork.

Curaleaf is the largest cannabis retailer in the US. Paid advertising is banned in the category, so organic was not a channel among several, it was the acquisition strategy. Every state has different products, different legal language and a different menu, which means fifty versions of the same page all competing with each other in search.

I built the architecture that kept them separate, and the content program that captured demand at the point where someone is deciding what to buy and where to buy it.

Monthly organic sessions grew from approximately 200,000 to 542,000, and organic became the primary driver of store and menu traffic.

• Designed the site architecture and page templates behind 50+ state properties and every dispensary location page, so they ranked locally without cannibalizing each other.
• Built the taxonomy across products, effects and conditions, which is what let a national site answer a local, regulated question correctly.
• Ran the education program against what customers actually search before a first purchase, in a market where the brand cannot buy that attention.
• Owned the publishing plan and the organic reporting across every market.