Lana Kolos

• Deliver embedded and project-based growth engagements across SaaS, healthcare, financial services, AdTech,

disability services, FMCG, professional services and eCommerce clients.

• Work directly with founders and internal teams across growth strategy, CRM/lifecycle, customer acquisition,

customer journeys, CRO, GTM and marketing operations.

• Early learning: built an integrated acquisition ecosystem spanning social discovery, website, enquiry handling and

centre tours; increased enquiries by 60% and achieved a 50% tour-to-enrolment conversion rate.

• FMCG / consumer: supported a portfolio of 15 accounts and 75+ SKUs, coordinating campaigns, digital listings and

channel activity; contributed to 108% average YoY growth and approximately $65K in monthly digital sales.

• Dental practice: built an end-to-end acquisition-to-retention growth system across paid acquisition, landing pages,

CRM follow-up, consultation nurturing and reactivation. Increased qualified enquiries by 87%, lifted consultation-

to-treatment conversion from 39% to 56%, and increased average accepted treatment value from A$2.25K to

A$3.5K.

• B2B SaaS: Redesigned the demand-to-revenue funnel across ICP targeting, lead scoring, CRM nurture and

onboarding, increasing MQL-to-SQL conversion from 18% to 31%, reducing CAC by 31% and contributing ~$420K in

new ARR.

• FinTech: Rebuilt acquisition measurement around activated customers rather than registrations, redesigning

onboarding, abandonment journeys and channel optimisation. Doubled registration-to-activation conversion from

~15% to ~31%, reduced activated-customer CAC by 39% and improved LTV:CAC from 2.4x to 4.1x.

• AdTech: Rebuilt B2B demand generation around ICP, intent, CRM scoring and sales handoff, increasing MQL-to-

SQL conversion from 12% to 27%, reducing cost per SQL by 37% and growing marketing-sourced pipeline from

A$620K to A$1.48M.

● Owned CRM, lifecycle and digital growth across Klaviyo, Shopify, paid acquisition and analytics, contributing to 40% increase in repeat purchase rate.

● Redesigned the customer journey linking clinic and eCommerce into one ecosystem, combining

segmentation and personalisation, driving 25% increase in loyalty enrolments.

● Delivered segmented lifecycle journeys including welcome, abandoned-cart, post-purchase and win-back flows, lifting email-driven revenue by 20%.

● Improved retention 61%, eCommerce conversion from 1.5% to 4.1% and AOV by 46%, contributing to 98% year-on-year revenue growth.

● Reduced Meta CPL by 30% and improved ROAS by 35% through segmentation, experimentation and continuous funnel optimisation.

● Established audience segmentation, CRM nurture and targeted landing-page journeys for a new service line, contributing to 67% growth in qualified pipeline and approximately $47,000 in training sales.

● Designed and evaluated an A/B test for a paid learning-product landing page, with the winning variant achieving approximately 2.5% conversion.

● Led cross-functional team and adoption and communications initiatives across eCommerce, CRM,

marketplaces, retail and professional channels in a complex global, matrixed organisation.

● Partnered across Marketing, Sales, Product and commercial teams to localise digital initiatives, improving initiative adoption by 101% quarter-on-quarter.

● Build programs for various communication channels that brought more than AUD 50M in total revenue

● Oversaw $300K+ annual commercial and platform budgets, supporting 101% eCommerce growth across the region.

● Partnered with global and regional Product, Sales and Marketing teams to localise customer engagement initiatives, supporting product discovery, adoption and ongoing engagement across different customer segments.