Rebuilding the lead-nurture journey
I rebuilt the North America lead-nurture journey, tripling my open rate and doubling my clicks across 350K emails, and sized the market to reach 1.9M+ customers.
350K
emails deployed
3×
open rate
2×
click rate
1.9M+
customers reached
The challenge
Unilever Food Solutions’ North America team needed a better way to nurture leads and turn a large, under-segmented list into qualified reach.
What I did
Deployed 350K emails and built a new lead nurture journey for UFS North America, tripling open rate and doubling click rate. Segmented 27K leads’ secondary sales data in Databricks to size TAM and prioritize ICPs, enabling reach to 1.9M+ customers. Developed the rollout plan for an Instagram broadcast channel and activated 5+ chef partners as a recurring engagement touchpoint; drafted 10+ prompt engineering guides for Unilever’s internal brand AI tool.