Project 2
InnerOvation
Executive Coaching for Women in STEM
Client: InnerOvation
Role: Marketing & Sales Manager
Industry: Business & Executive Coaching
Duration: 2022–2024 (2 years)
The Challenge
Build up and refine a coaching brand in a saturated market — establishing credibility, creating a client pipeline, and constructing the full operational infrastructure needed to turn a solo coaching practice into a scalable business. The ask was broad: strategy, execution, systems, content, sales, and team.
The Approach
Functioned as de facto brand executive, overseeing all aspects of marketing, sales, content, and operations — effectively serving as a one-person leadership team before scaling
Audited the business and designed end-to-end sales and marketing systems: lead generation workflows, CRM setup and management (ivleadz), automated email and SMS sequences, mailing list architecture, and promotional campaign infrastructure
Developed LinkedIn Navigator prospecting strategy: identifying ideal client profiles, building outreach sequences, and creating scripts and templates for converting warm leads into booked calls
Designed and built the brand website from scratch — conceiving the structure, writing all copy, and executing the full design — then created the surrounding content ecosystem: sales funnels, email campaigns, lead magnets, e-books, branded print materials, and social media content strategy
Built out repeatable systems and playbooks: content calendars, posting templates, sales scripts, lead handling protocols, then onboarded and managed a two-person team (sales and social media) to execute them
Oversaw team output, maintained brand consistency, and continued to direct strategy while delegating day-to-day execution
The Impact
Grew LinkedIn engagement by 140% and followers by 300% through targeted content strategy
Generated 100% of leads via content — making organic content the sole and sufficient driver of new business
Delivered measurable increases in conversions and sales through funnel copy and campaign execution
Built a cohesive brand presence across digital and print that positioned InnerOvation as a credible authority in the executive coaching space
Deliverables
Brand strategy & messaging | CRM setup & management (ivleadz) | Email & SMS automation | Lead generation systems | LinkedIn Navigator strategy | Sales scripts & templates | Website copy & funnels | Email campaigns | Lead magnets & e-books | Social media strategy | Content calendar & templates | Team hiring, onboarding & management | Branded print materials| Website Design & Build
