Ian Efford

Growth Marketing Manager

Victoria, BC, CA

Open to relocation

Top Earner

Growth Marketing

Lead Generation

Prospecting

Email Marketing

Available for hire fromNegotiable

Contracts

Full-Time Roles

Voice of Your Customer Strategist | I translate your customers' words into jargon-free messaging.

With over 7 years of marketing experience, I've supported over 600 entrepreneurs to double their leads using marketing funnels, landing pages, and paid advertising. I've worked with Leadpages, Action Coach, SoundCloud to reduce customer acquisition costs by 2X and increase leads by 200+ every five days. During one project, I supported Action Coach to convert 200 buyers per week using a $10/day ad campaign and a 2.5% conversion rate to their $5,000 core offering. This project allowed Action Coach to convert 20 buyers or $100,000 per month.

Projects

From Costly Mistakes to Profitable Growth

The Challenge: 600 Clients sought efficient, profitable paid advertising. The Outcome: Successfully managed paid ad campaigns, improving lead generation and ROI through landing pages, ad creative, and continuous optimization. The Results (industry averages are in brackets): $0.70 per conversion for lead magnets ($1-$4) $2 per conversion for paid products ($4-$20) $5 cost per conversion for live events ($5-$15) $0.20 cost per click for all types of offers (<$1-$5) $1 per 1000 impressions for free offers and $10 per 1000 impressions for paid productsSee More

Increasing Conversion Rates & Decreasing Churn

The Challenge: To decrease monthly customer churn (customers leaving the platform) and increase customer lifetime value. The Outcome: Implemented personalized support initiatives, including daily landing page audits and Done-For-You (DFY) marketing services, leading to a 0.5% decrease in monthly churn rate and empowering 630 entrepreneurs with optimized marketing strategies.See More

A visual identity for a school that helps students find their interests

The Challenge: To create a modern visual identity to increase the number of open house attendees and city news coverage. The Outcome: I helped the ARC team create a visual identity that encompassed their core values and provided a symbol for progressive education in the community. This brand identity increased open house attendees by 32% (60+ month-over-month).See More

Explaining the power of interest-led learning

The Challenge: To explain the inquiry-based learning model to parents and educators in a short and effective video. The Outcome: An animated explainer video was developed using the five-step inquiry process. This helped the founder to save two hours a day and provided an easy way for the school to share their learning model.See More

600 Entrepreneurs with Optimized Landing Pages

During my position at Leadpages, I assisted over 600 entrepreneurs with their landing pages and marketing funnels. Every week, I created 10 landing pages for clients and provided feedback to 30 customers. I helped one customer build two landing pages for their products, resulting in over 20 paying customers and a 30% conversion rate. Additionally, I supported SoundCloud as a Leadpages account, training their product marketing manager on lead generation and funnel best practices. You can see via the images that I created 100s of landing pages and helped my clients grow their businesses.See More

100 Leads in 5 Days

To attract more clients to my coaching business, I created a 5-day email course that served as a lead magnet for my marketing funnel. The course simplifies creating a social profile that attracts customers in 30 days or less for self-employed professionals. The email course advertising campaign saw a $0.70 cost per lead, attracted over 100 leads in five days, and established a 45% landing page conversion rate.See More

Profile Audits for Side Hustlers

Challenge: Side hustlers often struggle with gaining leads from their social media profiles. Their profiles convert visitors at a rate of 0.5% compared to more optimized profiles, converting at more than 3%. Through 15 in-depth qualitative interviews with side hustlers, I found their biggest challenge when starting to build a business online is to use organic social channels to convert leads into paying customers. Each of these side hustlers told me that a profile audit video would be helpful. In these videos, I would review their social profile and content marketing strategy to provide conversion-optimized feedback.See More

Work History

Founder & Head Strategist

Demand LeapI run DemandLeap, a done-for-you lead and buyer acquisition service to help founders and creators generate 5-6 figures of monthly revenue WITHOUT spending 40+ hours week on cold outreach, hard selling, or getting unqualified calls. We guarantee a return on investment.

Marketing Coach

LeadpagesSep 2023 - May 2024 • 9 mosAs a Marketing Coach & Lead Gen Expert at Leadpages, I handled four primary responsibilities: - Give feedback to customers to increase the conversion rates of their landing pages - Handle one-on-one coaching calls with customers as part of the onboarding process - Work on client projects to give Leadpages' customers an assortment of marketing assets: landing pages, lead magnets, etc. During my time in this role, I supported and empowered over 600 entrepreneurs to succeed in their marketing growth. Further, I was driven to increase the efficiency of my team and generate more value for Leadpages. I did this in three ways: 1. I volunteered to create social media videos with the Brand Manager to follow trends and grow Leadpages' social media presence. 2. I created a full business model to propose new service offerings. This business model was used as inspiration to create Leadpages Marketing Accelerator, Lead Accelerator, and Service Hours programs that offer marketing support to customers. 3. I created a custom GPT to help my co-workers write copy for customer landing pages which saved them roughly two hours per client. Not only did I add value to Leadpages on many levels, but I also learned and grew as a marketer thanks to the support of my co-workers and supervisor. I grew to be an expert in Lead Generation techniques and now have several frameworks to help more brands or entrepreneurs grow their online presence in a sustainable and empathetic way.

Marketing Coordinator

LeadpagesMay 2022 - Dec 2022 • 8 mosMy primary responsibilities are researching new initiatives, brainstorming new ideas for marketing channels, and providing insights based on data. I started my position by helping my marketing colleagues with their ongoing projects. I collaborated with the copywriter to develop CTAs, the paid media specialist to discover keyword-to-landing page mismatches, and the digital marketing manager to facilitate partnerships, and more. The main project I've worked on throughout my co-op is revitalizing the Leadpages' podcast, The Lead Generation. I handled the backend research and development of the podcast. I researched the necessary tools, trends in the podcasting space, distribution services, design, and developed our format. Further, I worked with analytics tools (Spotify & Apple's platforms), distribution tools (Libsyn), and extracted key insights from each episode for our show notes and social media content. The second primary project was partnership outreach and facilitation. I helped develop connections with the Gustavson School of Business, non-profit organizations, and social media influencers through cold/warm email outreach and tailored research. Further, I built upon my competitor research to help restructure our comparison landing pages (e.g., Leadpages vs. Unbounce) to help us stand out. This research helped my team during our messaging & positioning.

Digital Communications Specialist

Rockland Scientific Inc.May 2021 - Aug 2021 • 4 mosAs Rockland Scientific's Digital Communication Specialist, I worked with the Sales team to assist in developing a marketing strategy as my primary responsibility. Along with this responsibility, I presented the idea of creating a brand strategy and brand guide, and I ultimately facilitated brand strategy sessions with key company executives. This helped the Rockland team create a unified brand image that includes audience personas & journeys; brand attributes and a brand personality; purpose, mission, and vision; a brand identity system; and goal prioritization for building brand awareness. I also managed Rockland's social media profiles that includes Twitter, LinkedIn, and YouTube through responding to audience's comments, sharing of customer posts, and creating educational content. Finally, I coordinated writing assignments and deadlines with team contributors including product press releases, blog posts, and customer newsletters.

Brand Identity & Motion Designer

Ian Efford-LynchSep 2015 - Sep 2019 • 4 yrs 1 moI was a brand identity and motion designer for 4+ years and I had the opportunity to work with some wonderful schools and technology companies in Victoria, BC. Notable projects would be: I helped the Pacific School of Innovation & Inquiry create an animation to explain their unique learning model I also helped the ARC Academy of Inquiry create a brand identity system that encompassed their core values.

Education

University of Victoria

Bachelor of Commerce - BCom, Business/Commerce, Entrepreneurship2019 - 2023

Pacific School of Innovation and Inquiry

High School Diploma2015 - 2019

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