Empify runs a weekly free-class model that turns paid registrations into subscriptions and high-ticket programs. I own the technical backbone end to end: paid media performance, CRM automation, funnel architecture, email deliverability, cross-platform integrations, and the revenue reporting leadership runs on.
Impact
- Cut cost-per-lead from $7 to $3, then diagnosed and reversed a later spike, by rebuilding Meta and Google acquisition with server-side CAPI, event deduplication, a corrected Contact ID, and a clean pixel and domain.
- Built marketing attribution from scratch: direct API integrations connecting the ad platforms, CRM, and payments into one data layer, with Looker Studio and Power BI dashboards that trace every lead and sale to its source.
- Architected end-to-end funnels for every product on GoHighLevel and Stripe, including replay sequences, and recovered dedicated-IP email deliverability to restore inbox placement.
- Built a conversational AI booking agent from the ground up that qualifies inbound prospects and books them onto the enrollment calendar, and rolled out AI-assisted workflows for reporting, creative, and QA.
- Led the GoHighLevel buildout the marketing engine runs on (funnels, workflows, CAPI, and integrations), and is now architecting the migration to HubSpot: designing the data model, custom objects, lifecycle mapping, and attribution workflows for one unified reporting system.
- Audited agency billing against platform-reported spend, surfaced fee terms that were never in the signed agreement, quantified roughly $43K in excess annual fees from month-by-month pricing, and negotiated a tiered annual fee structure in exchange for consolidating more managed spend under one agency.
- Built the revenue projection model the company's flagship summit is planned and budgeted against: adjustable CPL, conversion, and ticket-volume inputs where every downstream figure (ticket targets, phased ad spend, revenue forecast) recalculates automatically, making it the reference finance forecasts from through the event.
- Built the media spend scaling plan behind a seven-figure monthly Meta budget for the company's flagship summit, working directly with Meta's account team on credit line expansion and billing structure so delivery holds at peak pace.
- Launched paid expansion onto TikTok with broad, interest, and lookalike audiences built from registrant and attendee lists, opening a channel beyond Meta and Google.
Challenge
Acquisition costs had spiked and tracking signal was fragmented across pixel and Conversion API, distorting attribution. A dedicated-IP email issue was hurting inbox placement, the AI booking bot was misrouting prospects, and the stack spanned GoHighLevel and ActiveCampaign with no unified lifecycle view across a catalog of free classes, subscriptions, and high-ticket programs.
Solution
The approach was to treat marketing as one measurable system. I rebuilt acquisition on clean server-side signal, stood up attribution end to end, recovered deliverability, and put AI to work across booking and operations. Having led the GoHighLevel buildout the engine runs on, I am now architecting the consolidation onto HubSpot and standing up the lifecycle team to run it. I also own the commercial side of the media operation: agency agreements, fee negotiations, platform credit lines, and budget pacing.
The Process
- Server-side CAPI, event deduplication, and pixel and domain cleanup to restore paid-media signal
- Backend GoHighLevel and Stripe funnel build and QA on every release
- Deliverability recovery on the sending domain: list re-scrub, soft-bounce suppression, and bounce and complaint monitoring
- Conversational AI booking agent built from the ground up: qualification, scheduling, calendar routing, and reliability tuning
- AI-assisted workflows for reporting, copy and creative, and data analysis
- GA4 and Google Tag Manager audit and gap remediation across funnels and subdomains
- Direct API integrations across Meta, Google, GoHighLevel, Stripe, and GA4 into a single attribution layer
- Source-to-revenue reporting dashboards built in Looker Studio and Power BI
- TikTok pixel install, GHL form-trigger configuration, and customer-list upload
- HubSpot migration architecture: custom objects replacing a legacy tag system, config-driven class automation, UTM attribution properties, lifecycle stage mapping, and a verified sending domain with dedicated IP warm-up
- Agency invoice audit reconciling billed fees against platform-reported spend, feeding a restructured annual fee agreement
- Proforma projection modeling for the flagship summit: scenario-ready spreadsheet with linked CPL, conversion, ticket, and spend assumptions, iterated across 15+ versions with finance and leadership
- Media budget governance: platform credit line management and spend pacing for peak campaign periods
