Identify, Segment & Leverage

Identify, Segment & Leverage

Turning Local Market Share into Scalable Sales

As Operations Director and Sales/Marketing Director for a regional media company, I spotted an untapped opportunity within our digital newspaper—a platform with an impressive 90% market penetration. What began as a small listing feature became something far bigger: a standalone real estate product, powered by automation and positioned for recurring revenue.

The Strategy

Pinpointing the Opportunity
I forged relationships with brokers and agents, bringing them into the product design process early. Their insights informed both placement strategy and platform features. At the same time, I modernized a classic real estate insert model—transforming it into a targeted digital publication optimized for hyperlocal engagement.

Automation and Scalable Delivery
I implemented Mailchimp integrations, QuickBooks automations, and React-based architecture to reduce operational drag. The result: a low-lift, high-yield process that delivered consistent value with minimal human intervention.

Standalone Product Development
Built an open house spotlight platform that featured high-impact digital placements and a focused propagation campaign. It became a destination for both advertisers and readers looking for locally curated listings.

Bundling & Expansion
Cross-leveraged our existing media assets to create bundled placement offerings—tiered packages that increased average contract size while deepening advertiser engagement.

The Results

• $10,000+ in Monthly Recurring Revenue

• <5 Hours/Week Maintenance Load

• High Client Retention through Bundled Value

• Fully Scalable Product Architecture

Reflection & Impact

This wasn’t just about selling ad space. It was about building a system—a digital product rooted in audience knowledge, tech-enabled automation, and stakeholder buy-in. It’s the kind of work I love: one part vision, one part rigor, and all about unlocking growth where others see inertia.