Authentic Solutions
EdTech
ROLE
Digital Marketing & Product Manager
RESPONSIBILITIES
Digital Marketing
Content Strategy
Positioning & Messaging
Marketing Analytics
Content Creation &
Media Production
Performance & Drip Campaigns
Market Research
Social Media Management
Data Visualization
UI/UX Design
Go-To-Market Strategy
Product Management
Lead Management
THE PROBLEM
Authentic Solutions aimed to address the global challenge of delivering continuous professional development (CPD) for K-12 educators. Despite having a robust team of pedagogical experts from prestigious institutions, the company was looking to develop a scalable, effective method for providing CPD training tailored to the dynamic needs of teachers worldwide.
When I joined the team, the foundational content for various PD topics were already in place, but there was no unified product to deliver this training. My mandate was to create a cohesive, scalable solution—one that offered self-paced learning to accommodate teachers’ busy schedules and provided bespoke options for individual schools.
Market Research & MVP
I employed both primary and secondary research methods—surveying our existing user base and analyzing industry reports published by Statista, OECD, World Bank, etc along with market research databases like Gartner, Nielsen, Frost & Sullivan, PwC for consumer behavior, market demand and trends.
These insights highlighted critical gaps in the CPD sector, informing our MVP: Live virtual PD sessions on targeted topics. Feedback from this phase validated our dual product strategy, eventually leading to the launch of both Online Courses and School PD Sessions.
Established A Design System & Designed Website UI
Through comprehensive UX research, I established a cohesive design system that aligned with our branding strategy. I developed wireframes and high-fidelity prototypes in Figma, which were then exported to Wix for continuous A/B testing. This iterative, data-driven approach resulted in a 33.3% increase in user retention by optimizing the landing page experience.
Product Development
Collaborating with the Learning & Development team, I integrated user feedback and market insights to develop two complementary products. For Online Courses, I structured certified, modular content on a custom LMS with regular updates. Simultaneously, I established a streamlined SOP for School PD Sessions, automating lead capture and nurturing the customer journey.
Utilizing competitor analysis and a value-based pricing strategy culminated in a subscription model for individuals and schools.
Positioning & Messaging
I developed a strategic positioning framework that defined our target audience, identified existing challenges, and conveyed our innovative solutions.
By segmenting our messaging into 3 categories - Problem Marketing, Solution Marketing and Benefits Marketing, I ensured that each category of messaging resonated with different user personas while clearly differentiating our offerings from competitors.
Digital Marketing Strategy
Results
Increased lead generation by 62.5% & website traffic by 496% within 3 months, leveraging Meta Ads for 61% of total traffic.
Built a cohesive design system, ensuring all marketing collateral aligned with branding. Conducted UX research, designed the website UI in Figma, migrated it to WIX, and continuously A/B tested landing pages, increasing retention by 33.3%.
Optimized Meta Ads campaign performance, driving 1,168 high-value conversions and achieving an average CTR of 1.58% while reducing CPC to $0.05, increasing campaign effectiveness.
Improved average session duration by 9.9% in 1 month through high-quality social media & website content (articles, videos, reels, stories, etc).
Achieved a 36.1% email open rate and a 2% CTR while maintaining a low unsubscribe rate of 0.5% through targeted segmentation and optimized drip campaigns.
Drove a 48.4% webinar attendance rate and converted 53.2% of attendees into qualified leads through strategic audience engagement and follow-up campaigns.
Summary
Overall, the project successfully transformed Authentic Solutions’ CPD delivery model for K-12 educators by integrating rigorous market research, user-centric design, and data-driven marketing strategies. The dual-product suite—Online Courses and School PD Sessions—has significantly enhanced user engagement and conversion metrics.
Moving forward, opportunities exist to further personalize user experiences, enhance automation in customer journeys, and expand A/B testing protocols to optimize performance and scalability.
Go-To-Market Strategy
I planned and executed a comprehensive GTM strategy segmented into 3 phases:
1. pre-launch,
2. launch,
3. post-launch
Each phase featured clearly defined objectives, KPIs, and timelines, supported by multi-channel activities.
This structured approach enabled efficient resource allocation and real-time progress tracking.
Marketing Analytics & Data Visualization
Leveraging data from GA4, MySQL, Wix CRM, and other channels, I identified key performance trends that informed data-driven optimizations. I built real-time dashboards in Looker Studio by integrating data from Meta Ads Manager, Mailchimp, and social media analytics, significantly enhancing our ability to monitor and refine campaign performance.
1. Content Marketing & Social Media
Implemented an integrated content marketing strategy by creating high-quality website content (articles & videos) and repurposing them for social media and email marketing campaigns.
Managed a detailed social media calendar while also designing the marketing collateral (static posts, carousels, stories, reels & videos) using Adobe Illustrator & Davinci Resolve.
9.9%
increase in average session duration within 1 month.
2. Performance Campaigns (META ADS)
Leveraged comprehensive market research and user survey insights to refine ad targeting strategies. Utilizing tools like Google Trends for behavioral analysis and Meta Audience Insights alongside Facebook Ad Library for customer segmentation.
Planned and executed high-impact performance campaigns using Meta Ads, focusing on lead generation, traffic, and sales.
Through iterative A/B testing and real-time optimization, these campaigns delivered:
1,168
high-value conversions in
3 months.
62.5%
increase in lead generation
496%
surge in website traffic over
3 months.
1.58%
average CTR
reduced CPC to
$0.05
3. Drip Campaigns & Email Marketing
Implemented robust drip campaigns for product announcements, webinar registrations, and segmented email journeys, utilizing repurposed content across multiple channels.
These targeted campaigns achieved the following results:
36.1%
average open rate
2%
average CTR
0.5%
unsubscribe rate only
4. Webinar Funnel for Lead Generation
Developed and executed a targeted webinar funnel to drive lead generation by integrating ads, content marketing, and automated email campaigns. Pre-webinar reminders and post-webinar follow-ups, including on-demand links and special offers, achieved:
48.4%
attendance rate
53.2%
converted into qualified leads