Carol Roderick
I build calm, reliable marketing systems that perform.
I lead marketing strategy and operations so teams can see what is working and scale with confidence.
Marketing Manager | Marketing Operations | Paid Media & Growth Systems
I build calm, reliable marketing systems that perform.
I lead marketing strategy and operations so teams can see what is working and scale with confidence.
A Few Words About Me
Strategy that survives real life. Systems that don't need babysitting.
Here's what I focus on most:
Fixing what's actually broken
I rebuild acquisition funnels and customer journeys by diagnosing where systems are leaking and fixing the actual problems—not through guesswork, but through disciplined testing and funnel alignment.
Making paid media perform
I manage multi-six-figure ad budgets across Meta, Google, and LinkedIn, maintaining stable performance while scaling volume through strategic audience work and rigorous optimization.
Building systems that last
I design marketing operations that don't fall apart when someone goes on vacation. Centralized dashboards, automated workflows, and processes that actually hold up under pressure.
Areas of Expertise
Marketing Operations
CRM strategy & system design
Marketing automation architecture
Reporting & analytics infrastructure
Process design & documentation
Workflow optimization
Quality assurance & governance
Paid Media & Growth
Meta & Google ads strategy & management
Funnel optimization & design
Lifecycle marketing strategy
Conversion rate optimization
A/B testing & campaign QA
Audience segmentation
Marketing Infrastructure
Paid media platforms (Meta, Google, LinkedIn, TikTok)
Analytics environments (GA4, Looker Studio)
Automation tools & integrations
Funnel & conversion infrastructure
Project & collaboration systems
AI-assisted workflow support
Case Studies
Selected work across marketing operations, paid media, and growth systems.
Funnel Optimization & Performance Lift
Organization
Rhonda Noordyk | Women's Financial Wellness Center
Context
Revenue dropped 50 percent in September 2025. Conversion rates were low, reporting was fragmented, and the team could not confidently identify where performance was breaking down.
My Role
Diagnose funnel inefficiencies and rebuild performance visibility so strategic decisions could be made with confidence.
Key Actions
Conducted end to end funnel analysis across opt in, landing page, and mini course stages
Identified structural bottlenecks impacting conversion flow
Built centralized reporting dashboard for stage level performance visibility
Recommended and implemented quick win improvements to forms, landing pages, and CTAs
Aligned measurement to actual buying intent instead of surface level metrics
Impact
Form opt-in rate: 43.36% → 65.63% (+51% improvement)
Landing page to mini-course conversion: 2.4% → 18% (+650% improvement)
Performance improvements visible within 8 days of implementation
Established reliable conversion benchmarks for ongoing optimization
End Result
Rebuilt the funnel into a measurable system where leadership could make data driven decisions instead of reacting to unclear signals.
Testimonial:
INSERT TESTIMONIAL
Predictable Local Lead System for Boutique Fitness Studio
Initial Feedback
Follow Up Feedback
"We turned our lead ads off because we hit capacity. That says it all."
— Millie Samanski, Recess Fit Club
Organization
Recess Fit Club | Boutique Fitness Studio, Toronto
Context
A downtown boutique gym needed consistent local visibility and a reliable way to generate qualified leads for classes and personal training without overspending. The goal was steady demand that could scale with capacity.
My Role
Build a lead system that could scale when capacity allowed and pause when full.
Key Actions
Built hyperlocal Meta campaigns targeting a 3-mile radius around the gym
Created awareness campaigns to increase local brand recognition
Launched lead generation campaigns tied to a compelling first-class offer
Developed awareness and retargeting structure to support 30–60 day decision cycles
Designed campaigns to scale up or pause based on operational capacity
Impact
Lead gen turned OFF after 6 weeks because capacity was reached
20,000+ local impressions within target radius
Consistent inbound flow of qualified prospects
System designed to scale or pause based on operational capacity
End Result
Established a predictable, capacity-aligned acquisition system that allowed the owner to control growth instead of chasing leads.
Building a Predictable Workshop Pipeline
Monthly workshops consistently filled at $3–$4 per registration
Organization
Wendy Newman | Realtor & Divorce Planners Team, San Francisco
Context
Wendy and her Divorce Planners Team host monthly educational workshops covering legal, financial, and emotional considerations for people navigating divorce. Attendance was inconsistent, making pipeline forecasting and revenue planning difficult.
My Role
Led strategy and execution for recurring workshop acquisition, including audience development, funnel optimization, and performance tracking.
Key Actions
Built a lead generation strategy tailored to monthly workshop promotion
Refined audience targeting for each campaign cycle
Integrated testimonials into ad messaging to accelerate trust
Tested creative variations across platforms
Implemented structured tracking and ongoing performance optimization
Impact
Consistent cost per workshop registration: $3–$4
Reliable system for filling workshops with qualified attendees
Created predictable pipeline, where a single converted attendee often generated significant downstream real estate revenue
End Result
Marketing shifted from reactive promotion to a repeatable acquisition system supporting long-term revenue growth.
Monthly workshops consistently filled at $3–$4 per registration
"Now I can focus on selling houses and trust the marketing is handled."
— Wendy Newman, Realtor
Marketing Systems & Automation
I build the systems that make marketing execution scalable, measurable, and repeatable.
Automated Quote, Purchase & Document Delivery System
Organization
Koby Smutylo Corporation | Canadian Representative Services
Context
The business required a compliant, professional quote and document delivery process for Canadian Representative Services. Quotes were previously manual, time consuming, and dependent on back and forth email communication.
My Role
Designed and implemented an automated workflow that generated customized quotes, processed payment, and delivered official documentation with minimal human intervention.
Operational Problem
Manual quote drafting for each inquiry
Risk of data entry errors across documents
Delays between inquiry, payment, and delivery
High dependency on owner availability
System Architecture
Custom form capturing structured applicant and product data
Automated tagging and internal routing logic
Dynamic quote document template pulling submitted form fields
Payment trigger activating document preparation workflow
Timed automation for document delivery and internal notification
Status tracking to ensure compliance and completion visibility
Business Intake (Structured Data Capture)
Automated Compliance Document (Redacted Sample)
Impact
Eliminated manual quote drafting
Reduced turnaround time from inquiry to delivery
Increased operational consistency and compliance
Freed owner capacity for higher value legal work
End Result
Transformed a service dependent on manual document handling into a structured, automated system that delivers compliant documentation reliably and at scale.
Revenue System Diagnostic
Organization
BA Makeup Co
Direct-to-consumer e-commerce brand relying heavily on Meta acquisition for revenue growth.
Context
The brand was generating sales through paid traffic but experiencing inconsistent ROAS and limited ability to scale spend predictably.
My Role
Conducted a structured revenue system audit focused on paid acquisition efficiency, funnel alignment, and tracking integrity. Delivered a prioritized roadmap for architectural redesign before scale.
Operational Problem
Rising customer acquisition costs
Fragmented campaign structure
Reactive creative testing
Overlapping audiences creating internal competition
Inconsistent performance volatility
System Architecture
Applied a structured diagnostic approach across:
Funnel stage mapping and alignment
Campaign architecture segmentation
Creative testing methodology
Budget allocation logic
Pixel and conversion event validation
Redacted Executive Summary – Revenue System Audit
Impact
Identified structural inefficiencies limiting scalability
Reduced risk of scaling unstable campaigns
Clarified testing priorities
Provided rebuild blueprint for stable performance growth
End Result
A clear system redesign roadmap enabling disciplined scaling rather than reactive optimization.
What Others Are Saying
Feedback from founders and executive partners I have supported.
Jasmine Brooks, Heritage Movers
"Carol genuinely cares about the growth of our business. She is always making sure everything runs as smoothly as possible. Whether you need help with SEO, ads or even getting going with a whole new tech system to streamline your business processes, she is someone you can trust."
Fr. Tony Melton, Christ The King Anglican Church, GA
"This has been so valuable for me, Carol, I think I'm actually going to drop our marketing company. You have been such a great coach for how to do this, and I would like to partner with you on an ongoing basis. I just wanted to let you know you're amazing."
Nectaria Bogdanis, Soapfistication
“I've already exceeded my targeted revenue for this month, top line revenue... I'm not even halfway through the month, so thank you. Thank you."
Erin Blackwell, International Award Winning Photographer
"She's really taken my ads even further than I had hoped for."
Nectaria Bogdanis, Soapfistication
“I've already exceeded my targeted revenue for this month, top line revenue... I'm not even halfway through the month, so thank you. Thank you."
Erin Blackwell, International Award Winning Photographer
"She's really taken my ads even further than I had hoped for."
Carol Roderick
Marketing Manager | Marketing Operations | Paid Media & Growth Systems