Jon Mackin, Marketing Expert in Portsmouth, NH, United States
Jon is available for hire
Hire Jon

Jon Mackin

Verified Expert  in Marketing

Marketing Expert

Location
Portsmouth, NH, United States
Toptal Member Since
May 12, 2023

With over 15 years of expertise in pioneering marketing campaigns as a digital strategist and growth/performance marketer, Jonathan brings a strategic mindset and up-to-the-minute industry knowledge to empower brands to grow and reach revenue targets through exceptional ROI and ROAS. Jonathan's innovative ideas, combined with flawless execution, consistently deliver outstanding results as a fractional CMO.

Project Highlights

GTM Strategy to Attract High-income ICPs
Managed to grow lead generation by ten times in 2021 compared to 2020 with inbound and digital advertising—a 15-times growth compared to 2019. This surpassed the client's sales goals for fractional airplane ownership in high-income households.
Revenue Increase for a Consulting Agency
Managed a 700% revenue increase for a consulting agency in Q1-Q2 2020 after a successful marketing analysis and a renewed go-to-market strategy that positioned the company as a leader and increased conversions.
Revenue Increase for a Healthcare SaaS Company
Helped a healthcare SaaS company exceed its $15 million yearly revenue goal by the early stages of Q4 using an inbound marketing strategy, ABM, email marketing, paid search, paid social, and CRO.

Expertise

Work Experience

Fractional CMO

2023 - PRESENT
Deep Quiver
  • Contributed to the GTM strategy creation and deployment to drive brand awareness, increase monthly traffic, maximize paid advertising ROI, and grow hacking with a healthcare provider, resulting in a 500% YoY increase in search traffic and a 253% increase in new leads.
  • Built a new website for digital transformation with an online ordering experience and helped transition them to digital ordering to reduce phone calls to the business, resulting in a 7.5% increase in sales, with 38% coming from online orders.
  • Connected every element harmoniously, from branding to positioning and organic growth to paid campaigns, to elevate our client's luxury hardscaping business to new heights, driving 22.5:1 ROAS and 750:1 ROI.

Senior Director of Digital Strategy

2022 - 2023
CommCreative
  • Supercharged a healthcare SaaS client's 2022 go-to-market strategy and helped them surpass their $15 million revenue goal three months ahead of schedule.
  • Established a standardized go-to-market approach to ensure faster time to market and optimize client budgets through advanced testing and conversion rate optimization (CRO) tactics, optimizing UX for organic and paid traffic experiences.
  • Empowered SMEs to test new platform features, growing client performance by five MoM during Q2 into the end of Q4 2022.

Senior Inbound Strategist and Advertising Manager

2020 - 2022
Raka
  • Grew lead generation for our premier client by ten times in 2021 compared to 2020 with inbound and digital advertising, surpassing the client's sales goals for fractional airplane ownership in high-income households.
  • Led the brand, website, and go-to-market strategy for a startup company offering energy-saving tools for homeowners looking to become 100% solar-powered. The target number of new users creating profiles on the app increased by three times.
  • Acted as the strategic lead for all clients' yearly inbound marketing plans, including website updates, monthly blog content, social strategies, ad campaigns, email marketing, and strategic programmatic campaigns.

Digital Strategy Director

2010 - 2018
Mad * Pow
  • Helped grow a national insurance client's app store optimization (ASO) and site traffic by 1,300%, which led to a 264% increase in new leads.
  • Collaborated in increasing a global healthcare client's search traffic by 250% from inbound marketing, leading to over $4 million in new revenue from organic traffic alone.
  • Supported a national smoking cessation organization to improve its engagement rates via SMS and email marketing, leveraging behavior change principles leading to a 20% increase in successful smoke cessation.

GTM Strategy to Attract High-income ICPs

Managed to grow lead generation by ten times in 2021 compared to 2020 with inbound and digital advertising—a 15-times growth compared to 2019. This surpassed the client's sales goals for fractional airplane ownership in high-income households.

I am pleased to share the success story of a fractional private plane ownership company that transformed its go-to-market (GTM) strategy and achieved remarkable results. The company was looking to increase its plane share sales, and it achieved this goal by adopting a customer-centric approach and implementing innovative paid campaigns. The revised strategy focused on creating content that spoke to the benefits and solutions offered by the brand, positioning it as a superior choice for private air travel. This content was not only optimized for inbound marketing and SEO but it was also tailored to the brand's highly targeted audience. The paid campaigns were sophisticated, leveraging ABM principles and emerging programmatic technologies to maximize their reach, deliver impactful post-click experiences, and stay under a target CPA threshold.

The GTM strategy was a resounding success, generating an impressive increase in lead generation YoY. This unprecedented demand for fractional plane ownership led the company to order new planes, hire more pilots, and expand its service area.

Revenue Increase for a Consulting Agency

Managed a 700% revenue increase for a consulting agency in Q1-Q2 2020 after a successful marketing analysis and a renewed go-to-market strategy that positioned the company as a leader and increased conversions.

The client struggled to increase their revenue despite having a high-quality service offering. After conducting a thorough analysis, we identified several areas of improvement in their go-to-market strategy to help drive growth. First, we looked at their inbound marketing efforts and found that their content was not resonating with their target audience. We created a new content strategy that addressed their target audience's specific pain points and showcased the unique value proposition of their service offering.

Next, we evaluated their website's UX and CX and found that the user journey was not optimized for conversions. We implemented several design changes that streamlined the onboarding experience and made it easier for users to navigate the website. We also updated the website's messaging to align with the new content strategy.

Finally, we looked at the sales journey and found that it was not aligned with the customer journey. We created a new sales process that emphasized educating prospects and building trust before attempting to close a sale. We improved the client's go-to-market strategy by creating a targeted content strategy, improving website UX and CX, and aligning the sales journey with the customer journey.

Revenue Increase for a Healthcare SaaS Company

Helped a healthcare SaaS company exceed its $15 million yearly revenue goal by the early stages of Q4 using an inbound marketing strategy, ABM, email marketing, paid search, paid social, and CRO.

A healthcare SaaS client struggled to meet their yearly revenue goal of $15 million. We created a go-to-market strategy incorporating inbound marketing, ABM, email marketing, paid search, paid social, and CRO.

The inbound marketing efforts focused on creating valuable content that addressed the pain points of the target audience and showcased the unique value proposition of the client's service offering. ABM was used to identify and target high-value accounts, which resulted in a higher conversion rate and increased revenue per customer. Email marketing campaigns were created to educate prospects about the client's service offering and build trust. We used paid search and paid social campaigns to increase brand awareness and drive targeted traffic to the client's website. In addition, CRO was used to optimize the user journey and increase conversion rates. We made several design and messaging changes that streamlined the onboarding process and made it easier for users to engage with the brand.

This supercharged go-to-market strategy helped the company reach its revenue goal of $15 million before Q4. The client also experienced increased brand awareness and customer loyalty, positioning them for long-term growth.

Hardscaping Company Increases Average Job Total

https://www.deepquiver.com/marketing-work/landscaping-marketing-case-study

- 268% Increase in Organic Traffic - 45% Increase in Quoted Prices - 22.5:1 ROAS - 750:1 ROI

Our client recognized the need for expert guidance without the full-time commitment and opted for a fractional CMO engagement. This approach allowed them to tap into top-tier marketing expertise part-time, ensuring cost-effectiveness while driving results. The cornerstone of this engagement was a new website meticulously designed to reflect the luxury and precision of their landscaping services. The site showcased its portfolio and became a hub for potential clients to understand the brand's ethos and value proposition.
1999 - 2003

Bachelor's Degree in Marketing

Fairfield University - Fairfield, CT, USA

NOVEMBER 2020 - PRESENT

HubSpot

HubSpot

FEBRUARY 2010 - PRESENT

Google Ads Certification

Google

Core

Google Ads, LinkedIn Ads, Google SEO, Marketing Research & Analysis, Go-to-market Strategy, Account-based Marketing (ABM), Conversion Rate Optimization (CRO), Display Advertising, Inbound Marketing, Search Engine Optimization (SEO), Digital Marketing Strategy, Pay-per-Click (PPC), Marketing Strategy, On-page SEO, Email Marketing, Lead Generation, Funnel Marketing, Marketing Technology (MarTech), Email Campaigns, Ad Campaigns, Digital Campaigns, Marketing Analytics, A/B Testing, App Store Optimization (ASO), Cold Emailing, Sales, Brand Strategy, Social Media, Chief Marketing Officer (CMO), Performance Marketing, Growth Hacking

Platforms & Tools

HubSpot, Meta Platform, Google Analytics

Other

Wix, Semrush, Paid Search, Email, Programmatic Marketing, Reporting, Website Redesign, Strategy, Websites, Analytics, Data Analytics, Lead Marketing, WordPress, Salesforce, Over-the-top Content (OTT), Sales Enablement, Sales Strategy, Mathematics, Landing Page Optimization, Video Marketing, Customer Experience, User Experience (UX), Messaging, Growth Marketing, Fractional CFO, CX Strategy

Collaboration That Works

How to Work with Toptal

Toptal matches you directly with global industry experts from our network in hours—not weeks or months.

1

Share your needs

Discuss your requirements and refine your scope in a call with a Toptal domain expert.
2

Choose your talent

Get a short list of expertly matched talent within 24 hours to review, interview, and choose from.
3

Start your risk-free talent trial

Work with your chosen talent on a trial basis for up to two weeks. Pay only if you decide to hire them.

Top talent is in high demand.

Start hiring