Gaia Learning growth

What I did

• Built an SEO content strategy that grew organic traffic by 40% over six months.
• Tracked leads, cost per lead and conversions in HubSpot, Google Analytics and Excel, then reworked the qualification workflows, lifting qualified lead conversion by 12%.
• Ran email marketing and outreach that grew new customer acquisitions by 25%, including a weekly campaign segmented by category.
• Launched a paid membership product that grew to 20% of monthly recurring revenue.
• Built a branching HubSpot enquiry form that brought about 10 more conversions a month from the same traffic.
• Automated lead capture with Zapier and worked with an agency and freelancers on campaign ROI.

The enquiry form

One HubSpot form for everyone who contacts Gaia. The question “What best describes your role or relationship?” decides what comes next:

• Parents and guardians are asked about their learners: how many, names and ages, their situation (for example home schooled, or enrolled but not attending), neurodivergence and EHCP status.
• School, trust and local authority staff are asked about their organisation: name, website, their role, local authority, county and how many learners they are considering. These answers are saved to the HubSpot company record.
• Charities see the common questions only.
• Everyone is asked how they heard about Gaia, which feeds lead-source reporting.

Behind it I reworked the HubSpot automation for incoming enquiries and deals, which made the team’s KPI recording clearer. Screenshots of every branch are in the Emberoot case study.

Earlier, as Membership and Course Coordinator, I used market analysis to set membership pricing tiers, growing the member base by 15%, and designed courses that raised student engagement by 20%.