I led the business case and platform evaluation to transition paid landing pages from a fully in-house build to Instapage, with the goal of increasing speed, flexibility, and performance across paid media programs. The existing approach required heavy engineering involvement, limited testing velocity, and made it difficult to rapidly align landing page content with evolving ad creative and offers. The move to Instapage was framed around reducing operational friction while enabling a more agile, experimentation-driven growth model.

By shifting content delivery and page management into the hands of marketing, the team gained the ability to launch and iterate on paid landing pages without development dependencies. Instapage enabled direct ad-to-page matching, personalization by audience and intent, and rapid A/B testing of layouts, messaging, and offers. Modular components and governance controls ensured brand consistency while allowing for localized and campaign-specific variation at scale.

Beyond efficiency gains, the platform established a foundation for continuous conversion rate optimization. Built-in experimentation, analytics integration, and collaboration workflows increased testing throughput and improved learning velocity. The result was a modern paid landing page ecosystem that aligned creative, media, and on-page experience, enabling faster go-to-market, smarter personalization, and sustained performance improvement across high-volume campaigns.