Reverse Tech: building the organic area from scratch to over $2M in margin

The context

Reverse Tech hired me as Head of Organic Marketing with a clear brief: build and lead the company’s whole organic area from scratch. That covered SEO, YouTube, web, email, social media and affiliates, across the full customer lifecycle.

The starting point

There was no organic area to inherit. No team, no owned channels being worked, no processes. The YouTube channel had 5,000 subscribers and its best video ever had stopped at 20,000 views. Social media and customer support took days to reply.

What I built

• Team: I hired and managed 8 people, plus freelancers, and coordinated the work with stakeholders from other areas of the company.
• Web and SEO: we launched a new website that started from 0 visits from Google.
• YouTube: we rebuilt the channel for the fitness vertical in the US.
• Social media and customer support: we set up a system to reply on every channel and to every comment.
• Email and affiliates: we brought them into the same plan, to support the customer across their whole lifecycle.

The result

• Organic went from $0 to over $2M in margin.
• The new website went from 0 to over 60,000 organic visits a month and brings in over $200k a year in revenue.
• YouTube grew from 5,000 to 92,000 subscribers. Where the best video had 20,000 views, there are now videos with 1.3M, 500K and 400K views in the US.
• On social media and customer support we went from replying in days to replying in minutes.

What I take from this project: an organic area isn’t a single channel. It’s a team with processes that covers everything a customer sees of the brand, from the first search to the next purchase.