Lead a 4-person team, own a six-figure monthly budget, built the attribution system the C-suite uses for budget decisions.

The mandate

At Wealth Enhancement Group I was given responsibility for a four-person marketing team, a six-figure monthly advertising budget across Meta and Google, and a problem the executive team had raised repeatedly: the existing reporting was a manually-maintained spreadsheet that consumed roughly six hours of analyst time per week and could not reliably answer the question that most mattered — which advertising dollars produced a qualified appointment. The constraint was operational and analytical, not a question of media-buying tactics.

What I built

A closed-loop attribution system.

• Source of truth: every ad spend dollar tagged with UTM + GA4 event mapped to a HubSpot lifecycle stage.
• Make.com automations stitch ad-spend, GA4 events, and CRM stage progression into a single warehouse table.
• Weekly reporting view that shows cost per qualified appointment by channel, campaign, and creative — not just CTR/CPC vanity metrics.
• Anomaly alerts when CAC drifts more than 1σ from the trailing 14-day baseline.

Lifecycle + webinar funnels to convert the traffic the paid budget brings in:

• ChatGPT-assisted copy iteration (with compliance review)
• Lifecycle email sequences for pre-webinar warmup and post-webinar follow-up
• Landing-page experiments tied directly to the campaign-level attribution

A 4-person team running the day-to-day across paid, lifecycle, and webinars.

Outcome

• C-suite now reviews paid performance in one weekly view rather than chasing the analyst
• 6 hours / week of manual reporting time eliminated
• Double-digit QoQ lift in webinar attend rates from sequence + reminder changes
• Budget allocation decisions now made on cost-per-qualified-appointment, not cost-per-click

Notes

Specifics about the firm are intentionally light — happy to walk through the system architecture, dashboards, and methodology in a call.