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 | 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.

I bring operational discipline from both enterprise and growth environments.

As Director of Faculty and Curriculum Development at OCAD University, I led strategic planning and technology adoption across 24 programs, navigating stakeholder complexity and building systems that held up at scale. That experience shapes how I approach marketing operations: design for the organization you're becoming, not just the team you have today.

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

Growth Systems

  • Ad strategy & management

  • Funnel optimization & design

  • Lifecycle marketing strategy

  • Conversion rate optimization

  • A/B testing & campaign QA

    Audience segmentation

Marketing Infrastructure

  • Meta Ads Manager, Google Ads, LinkedIn Campaign Manager,

  • Google Analytics 4 (GA4), Looker Studio, Excel

  • GoHighLevel, Kajabi, Kit (ConvertKit), Mailchimp, ActiveCampaign

  • Zapier, Make (Integromat)

  • Asana, ClickUp, Slack

  • HubSpot (certification in progress)

Case Studies

Selected work across marketing operations, growth systems and paid media.

Marketing Measurement & Funnel Rebuild

Organization

Rhonda Noordyk | Women's Financial Wellness Center

Context

Revenue dropped 50 percent. Measurement infrastructure existed, but leadership could not identify where the customer journey was breaking down. Reporting was fragmented, funnel visibility was limited, and data wasn't structured to support diagnostic decisions.

My Role

Diagnose funnel inefficiencies, rebuild performance visibility, and provide a strategic roadmap so leadership could make data-driven decisions with confidence.

Key Actions

  • Conducted an end-to-end system audit across opt-in, landing page, and mini-course stages to identify structural bottlenecks

  • Developed a comprehensive 21-page diagnostic report detailing exact points of friction in the user journey

  • Recommended and implemented quick-win structural improvements to forms, landing pages, and CTAs

  • Aligned measurement infrastructure to track actual buying intent rather than 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 a clear, prioritized roadmap for long-term platform migration and optimization

End Result

Funnel rebuilt into a measurable, predictable system where leadership could make strategic decisions based on clear data instead of reacting to fragmented signals.

Testimonial:

INSERT TESTIMONIAL

"It was a multi-page document... the level of detail was absolutely incredible."

- Rhonda Noordyk

Bee Window home renovation company sees lead costs drop from $100+ to $12 per lead using Get SEEN and Get LEADS ad strategies.

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

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.

Business Intake (Structured Data Capture)

Automated Compliance Document (Redacted Sample)

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

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.

Redacted Executive Summary – Revenue System Audit

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.

Bee Window home renovation company sees lead costs drop from $100+ to $12 per lead using Get SEEN and Get LEADS ad strategies.

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.

What Others Are Saying

Feedback from founders and executive partners I have supported.

Heritage Movers improves lead handling, ranks higher on Google, and prepares to scale with paid ads and digital marketing strategy.

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