Head of Marketing
(Brand & Demand) |
Toronto, ON | Student Recruitment
Overview
Aariyah needed brand clarity and a lead engine that could support growth across services: recruitment, program development, partnerships, and cohort management. I built the foundational marketing system: positioning, identity, web presence, and an inbound workflow that could convert interest into booked calls and active opportunities.
Goals
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Build a credible brand that reads “trusted partner,” not “generic agency”
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Launch an inbound lead system that captures and qualifies demand
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Create consistent, repeatable outbound/inbound touchpoints (Social media and web)
+1500
leads generated
(paid social + email marketing + landing pages)
2
Intake Cycles Supported
(Fall + Winter Cohorts)
What I built
Brand Foundation: Identity and messaging system used across website, deck and socials.
Acquisition Funnel: Meta lead-gen and landing page flow designed for fast capture and clean follow-up.
CRM Workflow: Lead capture → qualification → handoff logic, with structured follow-ups.
A high-level view of how traffic was turned into booked calls through structured qualification and follow-up, prioritizing intent over volume.
Key moves that made it work
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Built messaging around outcomes and partner credibility
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Designed the funnel for speed and clarity (simple, direct, high-intent)
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Created a workflow that improved response consistency and lead tracking
Outcome
Aariyah went from “early-stage presence” to a structured marketing foundation: consistent brand, stronger credibility and an inbound system built to scale.
Metrics rounded. Select internal process details summarized for privacy.