Pilot to Product Ecosystem Transformation
Snapshot
Developed GTM Plan & Growth Strategy Scaling Pilot to Innovation Product Ecosystem: Expanding Market Leadership & Reach with Integrated Campaigns, Digital Infrastructure & Partnerships
My Role & Leadership
I led the full marketing, branding, sponsorship, and engagement strategy to scale the Innovation Lab Series from independent pilots into a fully integrated, industry-leading accelerator suite. My leadership spanned:
Brand Development & Positioning: Created a unified brand architecture to transform fragmented programs into a structured multi-industry accelerator ecosystem.
Cross-Team Leadership: Aligned marketing, product, experience, and tech teams to ensure a seamless participant and sponsor experience. Developed enablement materials to support internal execution and external partner engagement.
Demand Generation & Growth: Designed and executed a multi-phase marketing strategy across social, email, paid ads, and PR to drive startup applications, corporate sponsorships, and summit participation.
Scalability & Execution: Developed a structured execution framework, allowing multiple Labs to run concurrently year-round without resource overload.
Key Results & Impact
📈 Scaled Innovation Labs from independent pilots to a high-impact accelerator suite
📈 Grew corporate sponsorships to 20+ partners per Lab, including Accenture, BMO, and Allstate
📈 Supported 40+ startups per cohort, ensuring high-quality selection & engagement
📈 Achieved 40-68% LinkedIn ad conversion rates, driving high-value applications
📈 Developed a repeatable 4-month marketing framework across all channels
📈 Aligned cross-functional teams for seamless execution
📈 Established a long-term engagement model to maintain startup participation post-program
Challenge
❌ Fragmented brand identity – Labs operated independently, lacking a clear brand hierarchy
❌ Resource-intensive execution – Running multiple Labs at once required a scalable engagement model
❌ Application fatigue – Needed to sustain high-value startup applications while avoiding drop-off
❌ Corporate sponsorship buy-in – Balancing partner messaging with program consistency
❌ Cross-team alignment – Needed to integrate experience, product, tech, and operations for efficiency
Approach & Execution
✅ Created a unified brand strategy, structuring Labs under a single accelerator ecosystem
✅ Developed cross-functional collaboration, ensuring alignment between marketing, product, tech, and experience teams
✅ Designed and executed high-impact marketing campaigns across social, email, paid ads, and PR
✅ Implemented high-performing LinkedIn ad strategy, leveraging selective targeting and executive-level senders
✅ Established a rolling partnership model, converting one-time sponsors into long-term investors
✅ Developed scalable content & storytelling systems to increase founder and partner visibility
Event & Community Engagement Strategy
Founder & Partner Spotlights – Reinforced program prestige by highlighting cohort members and corporate backers
Summit Speaker Features – Built anticipation by showcasing top-tier industry experts
Live Event Coverage & Video Recaps – Captured high-energy moments, startup pitches, and networking highlights
Post-Summit PR & Social Content – Sustained momentum through blog features, highlight reels, and testimonials
Final Impact
The Innovation Lab Series evolved from a fragmented collection of startup programs into a structured, industry-leading accelerator ecosystem. By 2024, it was recognized as a premier platform for scaling sector-specific innovation, backed by Fortune 500 partnerships, a robust startup pipeline, and a repeatable execution model.
