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JRS College Web.png

CEO & Head of Marketing
(Growth & Revenue) |
Toronto, ON | Education Industry

Overview

JRS needed a predictable enrollment engine across multiple programs and intake cycles. I built the system end-to-end: rebuilt the website experience from scratch, handled the platform migration, cleaned and migrated data, implemented two CRMs, and then ran performance marketing on top of it. The result was a single, trackable pipeline from first click to enrollment that the sales team could actually operate every day.

Goals

  • Scale lead generation while improving lead quality

  • Improve conversion from lead → enrollment through faster follow-up + cleaner process

  • Build a reliable operating system (web + CRM + tracking) that could support growth at scale

$200K+

Ad Spend Managed

20,000+

Sales Qualified Leads Generated

5.6% → 16%

Lead-to-Sales Conversion

What I built

Website & Conversion Layer
Built the website from scratch with conversion-focused structure, program pages, and lead capture paths. Managed the migration from the legacy setup (WordPress) to Hostinger while keeping performance, UX, and continuity intact.


Data & Tracking Foundation
Cleaned, standardized, and migrated lead data so attribution, ownership, and reporting stayed accurate. Implemented consistent UTM/source tracking so decisions were driven by signals, not assumptions.


CRM Implementation & Sales Operating System
Implemented and operationalized two CRMs (setup, pipelines, lifecycle stages, automation, and reporting). Designed lead routing + follow-up flows so advisors had clear next steps, accountability, and fewer leads falling through cracks.


Performance Engine
Ran Meta + Google campaigns (always-on + intake-based bursts), backed by landing page optimization and structured testing to improve conversion efficiency over time.

JRS Spend Split (2).png

Meta vs Google spend |Approx. mix (indicative)

Key moves that shifted results

  • Built the infrastructure first (site + CRM + data hygiene) so paid spend actually converted

  • Tightened lead handling through automation + routing, improving speed-to-lead and follow-up consistency

  • Standardized lifecycle stages/statuses for cleaner reporting and better rep accountability

  • Iterated campaigns and landing experiences using a repeatable testing rhythm

Outcome

A scalable growth engine that supported high lead volume while improving conversion quality through tighter systems, clearer routing and disciplined follow-up.

Metrics rounded. Select internal process details summarized for privacy.

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