Case study, 2011 to 2021
From 15-person startup to $25M and acquisition
A decade building the marketing engine for a home services company, from its first locations through a private equity acquisition.
- Client
- Haley Mechanical
- Role
- Marketing Manager
- When
- 2011 to 2021
The challenge
Haley Mechanical was a 15-person shop when I joined. The goal was steady, profitable growth in a crowded local market, without depending on paid ads forever.
What I did
- Rebuilt paid search and social, lifting Google Ads click-through rate to 3.5% and Facebook to 2.5% while tying every campaign to a business goal.
- Introduced SEO, local listings, and content marketing, which cut paid media dependency and grew leads over the long term.
- Renegotiated vendor contracts and pricing, and turned agencies into real partners.
- Worked alongside the executive team to position the company for acquisition.
Results
- Grew from 15 people to a $25 million, four-location business with 150+ employees.
- Acquired by private equity in 2021.
What came next
I stayed on through the transition as Marketing Manager at Frontier Service Partners (2021 to 2024), standardizing the brand framework across four regional offices and doubling customer retention to 61% through CRM programs.
