Situation:
As part of our broader go-to-market motion at Treasury, we launched a newsletter to build a community of early adopters and turn passive interest into active engagement. Our goals were twofold:

1. Lower the barrier to entry for conversions through regular, low-friction content touchpoints.
2. Build a credible, engaged ecosystem around our events, launches, and technical content.

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Task:
As Director of Marketing, I owned the strategy, execution, and performance of our newsletter program—starting completely from scratch.

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Actions:
Before pushing pixels or drafting content, I zoomed out to define who we were actually speaking to. I began with a draft Ideal Customer Profile (ICP) from the founder and iteratively refined it through firsthand product deep-dives and qualitative interviews. I then architected a custom Airtable database to operationalize the ICP—tagging prospects by firmographics, technographics, strategic relevance, and potential use case.

This database didn’t just feed outbound sales—it became the heartbeat of our content strategy. Using these enriched audience segments, I mapped specific content types (e.g., product explainer videos for technical buyers, ecosystem overviews for partners) to known pain points and areas of curiosity across segments.

To scale engagement, I selected SendGrid for its native Airtable integration (no dev resources needed), and built automated, tagged flows that aligned key content drops—like whitepapers, early event invites, and technical release notes—with high-probability audience clusters

Content wasn’t one-size-fits-all. I built tailored outbound copy and landing pages, tested messaging through A/B iterations in outbound emails, and integrated newsletter signups across high-intent moments: post-event surveys, outbound sequences, and social content drops.

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Results:

• Added 1,500+ engaged subscribers, primarily from event-based flows and outbound activation.
• Achieved 40%+ open rates and strong CTR across niche audience segments (e.g., spatial computing developers, AEC leaders).
• Created a measurable lift in event registration (300+ attendees across several events) tied directly to email campaigns.

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Learning:
Because we were in early-stage scrappy mode, I sometimes leaned more on intuition than I should have—tracking what I could but occasionally missing granular metrics I now realize were critical. The upside? That forced me to get creative: triangulating behavior using open/CTR data, sign-up velocity, and engagement on specific assets to fine-tune content hypotheses quickly.

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Growth:
This experience honed my ability to blend human intuition with lightweight data modeling in fast-moving environments. Going forward, I’m even more proactive in defining ICP alignment early in the funnel—and building tracking systems from the outset that let me validate hypotheses faster and iterate with purpose.

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